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Cubeseed

Cubeseed is a dedicated b2b contract-based platform to empower farmers, facilitate agro-trade, create investment security and boost agricultural production in Nigeria.

Industry

  • Agricultural Commerce
  • Apr. 2023 - Present

Roles

  • UI/UX Manager
  • Team Leader
  • Project Managment
  • Mentor

Tools

  • Figma
  • Trello
  • Discord
  • Miro
various desktop screens for the cubseed platform

A Multifaceted Challenge

Agri-Commerce in Africa

Cubeseed's mission is to help farmer's gain control of the agricultural chain by connecting directly with buyers, and reducing middleman fees for better profits.

To achieve this, the platform endeavors to optimize processes in the value chain, enhance communication, and foster a sustainable ecosystem beneficial to the following user types: farmers, agro-processors, input sellers, service providers, and investors.

My Role

I was tasked with leading a cross-functional team for the agro-processors in April. By August I had transitoned to mentoring team leads, providing feedback, organizing the figma file, and building the Cubeseed design system as a UI/UX manager.

As part of the UI/UX design subteam, I worked with two others on ideation and low to mid-fidelity. I was the sole designer for high-fidelity.

I helmed our research by planning our interviews, survey, and usability tests. For improved project managment, I led other team leads in activities to improve collaboration using Miro.

I most recently stepped in to direct and delegate the tasks for the Marketplace team in November to help guide them back towards user-centric solutions.

Examples of the onboarding screens in mobile and desktop view.

Understanding

Agro-Processors

Within Nigeria's agricultural landscape, agro-processors grapple with issues of trust, capacity limitations, and inefficiencies in the supply chain that hinder seamless operations and impede industry growth. Our high-level goals were to

  1. Make the web app easy and intuitive for managing services and orders.
  2. Enable easy and transparent trading for farmers by bringing together a variety of users within the agro-space.
  3. Create a design system that would be easy to contribute and add to for future growth.

Discovery

Our research was based on interviews and survey results. They led to a better understanding of the pain points agro-processors faced in Nigeria, and by developing the right "how might we" questions, we could focus on the solutions that mattered.

  1. How might we make it easy for farmers to feel confident that they found the right processor?
  2. How might we help users be more organized and effective at managing orders?
  3. How might we open better channels of communication between our users?


In addition to our initial interviews, we would return to conduct further interviews with poultry processors after project development shifted towards a more closed-off testing environment for the MVP.

Examples from a miro board related to research and group activities
Persona, Fatima, displays her pain points and goals as an agro-processor
Site map for cubeseed's processor user

Process

Taking a complex idea to a simple solution is a journey of iteration. Multiple sketches of low-fidelity flows were created and presented to stakeholders and subject matter experts for feedback. Through this process, our design journey began to take shape.

An early iteration of the profile and service flows.

Solution

The project needed to be built almost entirely from the ground up. Our starting tools was an established brand and color system, an incomplete material design system and fragmented research.

Our team created a modular and responsive website that would be friendly for future growth and iterations.

Team Communication

A variety of deliverables were created to help build understanding with stakeholders, developers, and others.

  • Prototypes
  • Annotations
  • User Stories and Use Cases
  • User Flow Diagrams
View Onboarding Prototype, part 1 open prototype link for onboarding, part 1

Service managment dashboard
Selected mobile screens for creating a service
Dashboard for managing orders
Variety of desktop screens: settings, profile, inbox, and order details

Design System

Based on Material Design, I designed an accompanying component library to improve design consistency, iteration towards new features, and collaboration with developers.

I also revisited the Material Design components worked on by a previous team to resolve both accessibility and incomplete design decisions.

Examples of various components and their uses from the design library

Impact

The project will be piloted in Nigeria with a selected group of poultry farmers. The team will adjust the application based on feedback, data, and usability tests.

Development is in progress for MVP phase 1.

Let's Collaborate!

Send a Message or Connect on Linkedin, and let's discuss how I can help you.