UX Development Dekalb Website

Hybrid Seed Comparison

Client: Monsanto

Break down of the project

"Our goals can only be reached through a vehicle of a plan, in which we must fervently believe, and upon which we must vigorously act"



We start with a brief description of the issues that need to be addressed by out problem solving team.



During this phase, the goal is to understand. Then we come up with potential solutions based on that understanding.



We carried out user testing on our sketched prototypes, as well as the existing Dekalb website, observing users interacting with the first iteration of our designs in real time.



We reviewed the issues we uncovered in a collaborative 2-day workshop.



We then went on to build 4 design prototypes, all with mobile and desktop versions. Each prototype had a different approach to the use.


Product Launch

Finally, we carried out a comprehensive round of user testing on the 4 options and then selected the best concepts and features based on the findings. We built a final prototype to hand over to Dekalb team, ready for one final round of user testing.


We traveled to the headquarters of the company where we met all the players from the different departments involved. We understood the requirements of each and their needs. The project adopts agile methodologies. Agile methodologies focus the team on delivering Value to the customer, and on the efficiency of the "Value Stream," the mechanisms that deliver that value. In this way we achieve: Eliminating waste, amplifying learning, deciding as late as possible, delivering as fast as possible, empowering the team, building integrity in, seeing the whole



UX must become the core of the product development process. It’s the only way for product teams to truly be self-organizing, collaborative and focused on customers. The research and investigation phase is the most critical phase. It focuses on information gathering and collecting answers to questions, such as:

Who is my target user
What issues is my user facing
How is my user currently managing those issues
What tools and processes is my user currently using to manage the issues?

Therefore, it is essential that the whole team be part of this phase, so that they have a clear understanding of the problems they will be asked to solve.

UX Vision: Ideation


Once the initial information gathering phase is complete and the problem is correctly understood, the team can start the ideation and backlog refinement phase. In this phase, there are sub-phases involving:

Solution ideation - This is generally high level and can be as ba sic as deciding whether the solution will be a digital product or a service.

Functional ideation - This discussion will focus on the high-level actions that users can take when interacting with the product.

Design and UI ideation - The overall design vibe.

Tools: Sketchbooks, Whiteboard, Photoshop, Illustrator, Blue Print, Invision


Once you’re finished with the design studio exercise we discussed in the last section, the design team can flesh out the best ideas into a prototype for quick user validation.

App in the field
Latin America

Product Launch

Releasing a product out into the market kicks off a new phase of testing. One can think of this as more of a “monitoring” phase as feedback from users, the industry, partners, and other teams starts to trickle in.

After product lunch we perceived 30% more clients than before.

Ready to start your project?

If you have any questions or need further information about our services, please feel free to contact us.