Digital Transformation—Revolutionizing ProducePay's Flagship Financial Product
Role
Lead Designer
Tools Used
Figma, UserTesting, Jira, Google Services
Context
Pre-Season, the top-grossing financial product at ProducePay, was burdened by outdated systems—too many spreadsheets, no documented process, and inconsistent information. This made it difficult to track finances accurately and scale operations. To minimize risks and meet growing demand from numerous clients, we needed to digitize the process.
Approach
We kicked off with a two-day workshop in LA, gathering insights from stakeholders across all departments. Leaders presented their unique challenges, which we documented and grouped into common themes using affinity mapping and dot voting. This collaborative effort resulted in “How Might We” statements that guided our next steps. On the second day, we developed service blueprints in smaller cross-disciplinary groups, consolidating insights to create a unified blueprint. This provided a focused reference for developing the MVP, ensuring it addressed real user and business needs.
Solution
In September 2023, we launched a new workflow allowing clients to apply for Pre-Season funding through our platform. This began with an online prequalification questionnaire, followed by document uploads and funding quote reviews. The MVP included tools like a decision engine for eligibility, crop forecasting, initial quotes, and document management.
We used linear development to ensure each phase was completed before moving to the next, supported by wireframes and user testing. Weekly stakeholder syncs and monthly reviews ensured alignment and continuous improvement.
Impact
Since the digital launch, the new application process has generated $137.9 million in preseason originations across 27 deals, showcasing the platform's financial impact. The median origination time was reduced to 25 days, significantly improving process speed and efficiency. These improvements illustrate the success of our comprehensive, user-centered design approach.
