Overview

AGCO is a worldwide agricultural machinery manufacturer. My role included creating an MVP for a WebGL tractor configurator, emphasizing user-friendliness, especially for the non-tech-savvy farmers who make up the target audience.
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The team

Project manager, UX designer (me), UI designer, multiple Q&A & multiple Devs

My toolkit

Figma

Context

This project was developed remotely with the teams of Unity Accelerate Solutions, now part of Capgemini

Understanding the user

With information from the internal UX team, I created a Proto Persona to better grasp the user’s pain points and guide me through the wireframing phase.
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💔 Pain points detected

Pain point #1
Lack of experience with electronic devices.
Pain point #2
Limited understanding of a tractor's technical aspects.
Pain point #3
Bad customer service during equipment breakdowns.

Ideation

I conducted a Benchmark to identify common elements and interactions among other car configurators.
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Elements identified
  • 3D interactions (rotation and zoom)
  • Camera views (interior and exterior)
  • Personalization (configuration)
  • Technical data
  • Price
  • Product summary
  • Progress bar
 
 
Other elements required by AGCO
  • Product comparison
  • Screenshot
  • Request a quote
  • Contact a dealer

Wireframing (mid-fi)

To provide additional context, the structure of the configurator is as follows:
 
Step #1 — Q&A
The user is presented with a set of questions about their needs in terms of agriculture.
Step #2 — Recommendation
The system proposes one or more tractors adapted to the response given by the user.
Step #3 — Product summary
The user selects a tractor and the system displays a summary of the technical specifications related to it.
Step #4 — Configuration
The user can interact with a 3D model of the tractor they selected and customize it.
Step #5 — Lead generation
The user has the option to either engage with a sales representative for additional guidance or to request a quotation.
 
 
My job was to define the User Flow for specific sections of the configurator and craft Wireframes to provide a visual representation of this flow. I incorporated familiar agricultural symbols and terminology that could resonate with the target user group.

Step #2 — Recommendation

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Step #3 — Product summary

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Step #4 — Configuration

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Step #5 — Lead generation

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Final thoughts

Outcomes

5 month’s delivery

1 comprehensive User Flow

50+ wireframes created

Successful collaboration among UX teams (client and agency)

Successful remote collaboration (UK, DE & FR)

Next Steps: Actions I would have taken

 
Step #1 — User testing
To validate and adapt the user flow.
 
Step #2 — Smartphone version
To sustain engagement and expand its accessibility to a broader audience.
 
Step #3 — Visual design
I established a foundation for the UI designer who joined later, but the user flow has to be adapted to align with UI design choices.
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