Customer Description

An global agriculture company offering precision farming solutions.

Challenge

The client sought to launch a new product line the U.S. market and needed to validate agronomy service needs in order to quickly scale product development.  The client’s European product development team had limited exposure to the nuances of agronomy services in the U.S. The team needed to quickly understand user needs, regional workflow differences, and feature expectations in order to ensure their product would resonate with U.S. agronomy professionals.

Solution 

Magoya led a multi-phase discovery process focused on surfacing real-world agronomy advisory needs in the U.S. market. In-depth interviews with agronomists, advisors, and managers were conducted to understand pain points, tools in use, and unmet needs. Magoya delivered:

• Four clearly defined user personas: Director of Agronomy, Precision Manager, Retail Agronomist, and Independent Consultant
• A synthesized list of priority needs around scouting, work efficiency, and advanced features
• Opportunity areas for product differentiation, such as predictive alerts, centralized task management, and mobile field reporting
• Low-fidelity wireframes for both manager and agronomist use cases, highlighting workflows and task prioritization patterns
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Approach

Magoya used a structured discovery methodology that included:

• Stakeholder interviews leveraging Magoya’s market knowledge and connections
• Market and competitor benchmarking• Insight clustering and opportunity mapping
• Rapid ideation and prioritization using Design Thinking
• Iterative validation with the client through working sessions and visual prototypes
• Deliverables included a findings document, user flows, personas, and annotated wireframes for key roles

Results

Magoya’s discovery work provided the client with a clear, validated understanding of the U.S. agronomy landscape—enabling the team to confidently prioritize features, tailor workflows, and identify whitespace opportunities for differentiation. The detailed user personas, prioritized needs, and low-fidelity wireframes served as a strategic foundation for the product roadmap and accelerated alignment across global teams. This work helped the client de-risk market entry and establish product relevance in a new geography.