Through a combination of traditional research, concept cards, interviews, and user testing we were able to form a question: “How might we guide the best-suited information to the right place at the right time"

We soon discovered the importance of a personalised and streamlined approach for farmers to not only find their desired information but also be able to access latest pricing information. With this focus, we had the ability to tackle the complex roadmap, lead industry wide change and provide a solution with a competitive edge.

What we learned is that consultants heavily control the current hedging experience and felt threatened by a transparent market provided by disruptive technology. Both farmers and advisors were frustrated with bank processes and knowledge of financial risk varied greatly from one farmer to the next.

We also learned that farmers are creative problem solvers and for them, technology is key. As farmers are time-poor they find mobile notifications to be useful to keep pulse on markets, especially when they’re out in the field.

From several prioritised opportunities, we further defined our hypotheses and created a high level prototype to test with farmers and advisors.

We discovered that transparent pricing and placing an order using an online tool would be accessible, offer high value and meet both the functional and emotional needs of farmers.