All ProAg work

Discovery research and a UX strategy roadmap

Two phases of discovery with agents and ProAg staff, from interviews and workshops to an archetype, early concepts and a phased roadmap.

Role
Contributing UX designer (SDG team)
Scope
Interviews, System demos, Workshops, Archetype, Survey, Journey map, Concepts, Roadmap
Illustration of the strategy work: sticky notes grouped into themes lead to an impact and effort matrix, an agent archetype and a phased horizon roadmap

The problem

ProAg wanted a more cohesive experience across the tools its agents use every day, and needed to know where to start. Our SDG team ran a two-phase UX strategy project to find out.

How the work ran

  1. Listen

    Interviews with staff and agents, and system demos.

  2. Ideate together

    Workshops, an impact and effort matrix, co-concepting.

  3. Frame the choice

    Strategic paths for leadership to weigh.

  4. Picture the agent

    An archetype, tested with a survey.

  5. Find a start

    Early concepts and quick wins.

  6. Plan

    A phased horizon map.

Phase 1: discovery

1Listen

We interviewed ProAg stakeholders across roles and agents across regions, then affinity-mapped the recordings into themes. System demos gave us the context around the tools agents rely on.

2Ideate together

In “How might we” workshops with ProAg, small teams generated ideas and plotted the strongest themes on an impact and effort matrix. Co-concepting sessions turned them into statements written from the agent’s point of view.

Co-concepting, from the agent’s point of view.

3Frame the choice

We laid out strategic paths for leadership to weigh against the research and the product vision.

Phase 2: a plan for the plan

4Picture the agent

We wrote an agent archetype to give the team a shared picture of the agent, and ran a survey to test what we had heard at a larger scale.

5Find a start

We sketched early concepts for where agents begin their work, and identified small improvements that could ship ahead of larger changes.

6Plan

Strategy sessions with leaders across disciplines produced a phased horizon map for product strategy, user research and design.

UX strategy research and roadmapMore of the research and planning artifacts.Password required