Personalized Home Experiences—Tailoring Interactions for Diverse Personas at ProducePay
Role
Lead Designer
Tools Used
Figma, UserTesting, Jira, Google Services
Context
ProducePay had thousands of buyers and sellers in their network, but the network existed on WhatsApp, phone calls, and emails—traditional methods in the agriculture industry. The goal was to provide a centralized digital platform that offered all necessary tools for transacting online, moving away from fragmented communication channels to a unified, efficient solution.
Approach
I spearheaded this transformation by conducting an extensive audit of the 'home' experiences provided by leading digital giants and niche marketplaces. This research informed the creation of detailed wireframes and content strategies tailored to each user persona. I reconfigured the site’s navigation structure to offer a more coherent and user-friendly architecture. User testing and feedback were integral to refining these designs, ensuring they met real user needs and expectations.
Solution
The project culminated in the launch of a series of home pages uniquely tailored to the needs of our user personas: growers, buyers, and researchers. Each home page was designed to strategically place content and tools to enhance user engagement from the first click. This included intuitive navigation, personalized content, and tools that facilitated a smoother journey through the platform's offerings.
Impact
User Engagement
The tailored home pages boosted user engagement by providing a personalized and intuitive entry point for each user group.
Business Growth
The enhanced user experience contributed to business growth by creating a more inviting and streamlined pathway into the platform.
Ongoing Improvement
Ongoing analytics and feedback continue to shape improvements, setting a precedent for future enhancements and ensuring the platform evolves with user needs.
