Corteva Agriscience

In 2019, Corteva became a publicly-traded company. With a full-on rebranding of Corteva Agriscience, Bajibot partnered with Ogilvy to design and build 11 multi-touch interactive wall experiences. As the UX designer at Bajibot, I worked with our creative director, engineers, visual designers to design and develop these wall experiences. The goal of these walls is to promote Corteva's missions and contribution on agriscience and farming technology.

The Goal and the challenge

There are five messages that Corteva wants to convey through the wall experiences: brand message, innovation technology, social responsibility, on the farm, and global influence. Our goal was to create an entertaining experience that also lets users learn about these messages. However, the content is complex and hard to be consumed. We had to figure out the finest information structure, visual representation, and user interaction to make it entertaining and educational.

Target User Demographics

The walls will be placed in Corteva's US offices. The possible visitor groups are –

  1. Primary and high school students
  2. The government officials (domestic and foreign)
  3. Farmers
  4. Business partners and product merchants

Planning

Organizing the content

Before getting into brainstorm and design, we had some meetings with Oilgvy and Corteva on the content.

As we learned more about the content, we found that Corteva's influence is mostly involved with four scales, World/Globe, Farm/Field, Plant, and Seed/Soil. Because of that, we decided to set these four topics as entry points of the content (which can also be regarded as the highest level of IA).

Segement The Content Comsuming Process

How to make users want to interact with the wall? How can we keep them engaged? As we discussing on this, we made a scenario and extract the notion of "Engagement Level".

Level 1: User gets attracted by the Idle State.
Level 2: User walks to interact with the wall.
Level 3: Entertaining 2D/3D elements keep user engaged.
Level 4: After interacting with 2D/3D elements, user taps "more" to learn further about this topic.

To have a better communication with Corteva and Ogilvy, we named "Globe, Farm, Plant, and Seed" as "environments".

There are some benefits of segmenting interaction process by levels:

1. We prevent scaring users away by showing them dull and complex texts. The interaction process is progressive. Users get involved with the content gradually, from tapping the wall, play with 2D/3D elements to read more.
2. Unlike a linear process, we encourage users to explore as many topics as possible. The segmented process helps Corteva to build brand image even if users do not complete interacting with a single topic.

Design

Wireframing the ideas

Stage 01 – Idle State

The goal of the idle state is to attract users. Based on that, we brainstormed several ways of how elements move or animate. Initially, we preferred the seed group idea. After the meetings with partner Ogilvy, we decided to go with montage design because of technical constraints and design easiness.

Idea 01 - Montage Design

Idea 02 - Floating Cards

Idea 03 - Seed Group

Stage 02 – Transition

How can we design transition? To give a hint and brief preview of the environments, we designed a video clip contains four environments' images as the transition between idle state and user interactive space.

Stage 03 – User Interactive Space

User interactive space consists of a navigation menu, a content grid, and background. User can switch between different environments through navigation menu. For the top panel, since the user can't see or reach that area, it will be used to attract the farther audience.

To create a better user experience for various groups, we developed "movable interactive space", which users can drag down the interactive space to fit their heights.

Stage 04 – The Content

When user taps a content, it will grow to overlap all the elements. Depends on the content, some use 2D infographics, some use 3D objects, and some use videos. We also brainstormed a few ways of how "more" content shows up, and eventually decided to take advantage of Unity – to let content card flip.

Research

The Ergonomics

Before getting into design, I researched about the ergonomics of target demographics for suggesting the screen height. As request by the clients, the design must accommodate the height of the tallest user (U.S. adult men) and conform with ADA (Americans with Disabilities Act) regulations.

Design

Brainstorming the content

After confirming the overall design with Corteva and Ogvilvy, we moved on to design the contents. The challenge at this stage is to make content easy to consume and fun to use to the users.  In this phase, Bajibot utilizes every teammate's creativity, each member picked content to propose the ideas. We also kept reviewing the ideas in daily meetings.

Wireframing the ideas

How can we lay out the idea? Is the CTA or button obvious enough? What are the possible issues? In the wireframing stage, we tried to discuss as many details as we can to prevent any possible issues.

Usability Testing

To find the proper font and element size, we conducted a few rounds of testings. Since we did not have a budget to recruit testers, we invite our internal employees for the test. Each time, there were around three to five people who participated, and we used our office TV to simulate the real situation. In every round of testing, we adjusted the sizes until a tester feels it's comfortable to use or read, and then count the design size depends on the results.

Building Design Guideline

After we confirmed the font and element sizes, I made design guidelines to help the team maintain the design consistency. Since there were other designers work remotely, the guideline further resolve the problem of repetitive communications.

Demo

On demo day, we invited people from Ogilvy who did not work for the project to validate the design. While this method could not reveal how well the wall attracts the users, we could discover more issues that we might not notice.

Animated Prototype

The Outcome

The released walls have been well received by the visitors. On the launched day, the visitors from all over the world came to celebrate Corteva's IPO. The walls worked well with the other campaigns to promote Corteva's missions, and visitors enjoyed interacting with them.