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Using human-centered design for products already on the market
Using human-centered design for products already on the market
Processes : Design for Manufacturing, 3d Modeling, Engineering Drawings, Service Design, Mechanical Design
While leading the agricultural tools program at myAgro, I was tasked with increasing sales and impact of a precision-planting machine. In this case, we wanted to release an updated version of the machine, without disrupting the existing annual sales cycle, which is driven by agricultural year - in other words, if it's not in farmer's hands at the beginning of the rainy season, it's not getting used!
One benefit of working on the continuing design of a product post-commercial release is the ability to get long-term feedback about what's actually been working and not working. My team and I spent time with farmers who had purchased earlier versions of our machine, not just during planting season when they were actively using it, but before and after as well, seeking to understand the full ownership experience (Where and how was the machine stored? How were people getting ready for the beginning of the planting season? What else was it being used for, that we hadn't anticipated?).
We also had to make sure that any design changes didn't just work for farmers, but for everyone in the eco-system surrounding the machine, including our manufacturing partners, vendors, and post-sales service providers. Real products have multiple stakeholders, with intersecting needs, and a good design must address all of them. The map on the left shows only a portion of the stakeholders and other users of our planter and related systems.
Based on our time spent with farmers, we identified 3 key needs that an improved planting machine could better address. The design principles that followed, and a subset of the changes made are shown below. The updated version of the planting machine was rolled out to customers at a wide-scale in 2018, contributing to a greater than 100% increase in sales that year.
Confident Verification
Confident Verification
"I can see that it's planting correctly"
Design Principle : Let farmers see exactly how much seed and fertilizer are being dispensed.
Implementation Example : Easily removable lids (no tools required) for easy removal, so farmers can monitor seed and fertilizer levels continuously (while retaining ability to install lids on un-level fields).
Affordable Value
Affordable Value
"My farm is earning more money"
Design Principle : Facilitate micro-dosing (which increases harvests and decreases costs) wherever possible
Implementation Example : Interchangeable disks that allow the same base planter to be used for multiple crops (sorghum, millet, peanut). Additional disks cost <10% if the cost of a separate, crop-specific planter.
Critical Reliability
Critical Reliability
"Good planting weather is unpredictable and short-lived. If the fields are ready, the planting machine is always ready."
Design Principle : Improve durability of high-use, critical parts.
Implementation Example : Replace hardware in contact with (highly corrosive) fertilizer with stainless steel variants.
Development of a post-sales service and repair plan.
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