Developing a New Feature Set: Deforestation Reduction
The Context: I worked on this project during my time as a Senior Design Researcher and Strategist for a venture studio. The core product, a proprietary enterprise software, was developed for a global agricultural commodity trader so they could use geospatial imagery to monitor deforestation within their supply chain.
The Problem: After a successful core product launch, new legislation required the client to shift from just monitoring deforestation to actively mitigating it, with potential fines up to 8% of global revenue for non-compliance.
The Objective: As Research Lead, I was tasked with determining how the current product offering could be expanded to effectively reduce instances of deforestation within our client's supply chain.
The Outcomes:
Defined and validated the Sustainable Agriculture Support Platform, a key feature set enabling traders to connect farmers with resources and land management practices proven to reduce agriculture-driven deforestation over time.
Presented findings as team to secure $1M in funding from client for the build of the new feature set.
Within the first year of deployment, the new feature set is projected to save the client ~40% in fines that would have otherwise been incurred.
100% increase in user satisfaction: Before the new feature set was developed, users rated the product with an average CSAT score of 2 when asked how well it equipped them to comply with the new legislation. Following the feature set’s development, the CSAT score rose to 4.
Project Type
B2B Enterprise Software
Company
NAX
Client
Agricultural Commodity Trader
Methods
1 on 1 Interviews
Card Sorting/Stacked Ranking
Co-Design Workshop
Concept Testing
Systems Mapping
Deliverables
Regulatory Compliance Flow Chart
Causal Loop Diagrams
2 Comprehensive Research Reports
Farmer Personas
Farmer Journey Maps
Role
Lead Researcher
Timeline
14 weeks; Jan-April 2024