Farm-Friendly Design: Critique in the Field

Even the most advanced technology should be intuitive and user-friendly to create real value. This focus guided one of our collaborations with Nexus Robotics, a Canadian agricultural machinery manufacturer, currently pioneering the robotic weeding system for lettuce crops. While their underlying AI-driven technology was strong, the dashboards designed to support both internal operators and external farm clients were not meeting their full potential. 

Nexus was in the midst of transitioning from a rental model to a sales model, which meant they needed more than just effective robots; they needed a digital experience that would highlight the performance of their technology, communicate value to farmers, and establish a competitive advantage in their market. Our role was to carry out a comprehensive usability and design audit of their existing internal operations dashboard, while also helping to shape a brand new Grower’s Dashboard intended for their clients. 

We began by examining best practices in dashboard design, making distinctions between tools that support real-time operational decisions and those that deliver long-term analytical insights. We also conducted research into regenerative agriculture, adaptive management practices, and yield prediction to align the dashboard features with farmer needs. At the same time, we studied competitors in the ag-tech space to benchmark functionality and identify gaps where Nexus could stand out. 

Alongside this, we gathered feedback from both internal users and external users to better understand pain points. We reviewed mockups and prototypes of the Grower’s Dashboard and tested how data was being presented. This process revealed several opportunities to improve clarity, reduce clutter, and introduce more engaging ways of visualising information. By focusing on the visuals and interaction design, we ensured the dashboards not only delivered data but also presented it in a way that made sense to both operators and farmers. 

Through this, we delivered measurable outcomes and recommendations. The improved dashboard streamlined operations and reduced unnecessary complexity, building confidence in Nexus Robotics’ technology for the farmers. By creating a digital experience that felt transparent, engaging, and predictive, Nexus was able to strengthen its move towards a sales-based business model and establish a clear differentiation within the ag-tech industry. 

This project demonstrated how our Design Critique service is not just about polishing interfaces, but aligning technology with the needs of the people who use it. By bringing design expertise into the conversation, Nexus Robotics positioned itself not just as a manufacturer but as a partner in delivering insights and value to farmers. 

View the full case study here.

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