Demeter
Demeter transformed greenhouse production by simplifying data entry and delivering real-time, grower-ready insights through mobile-first tools that increased accuracy, efficiency, and trust.
I designed key modules for Demeter, an intelligent platform optimizing vegetable grower production (Oct 2017 - Jul 2018). Launched to 30 pilot growers, the product streamlined data entry and monitoring, earning the 2019 GreenTech Concept Award.
Seeing results
Challenge
Simplifying data entry for greenhouse growers
Growers relied on manual, time-consuming data entry and were overwhelmed by complex, data-heavy competitor platforms. The goal was to simplify data input and provide actionable, real-time recommendations by integrating with existing greenhouse hardware.
Divergence
What precision growers really need
In-person usability testing revealed growers demanded precision (favoring a native numeric keypad) and workflow flexibility (needing toggles for plant-by-plant vs. property-by-property entry). We also prioritized accessibility with high-contrast colors for the primarily male user base.
Ideation
Designing clarity into every input
As the primary designer, I quickly defined concepts, wireframes, and UI designs. I created the mobile-first Crop Registration module and the data-simplifying Root Zone Insights module, using Sketch and presenting iterations bi-weekly for engineering feedback.
Convergence
Validated by hands-on grower testing
I flew to the Netherlands to validate registration preferences, including the efficiency of the num pad input. Post-launch feedback led to the critical addition of the workflow toggle in Crop Registration. For Root Zone Insights, testing confirmed that simple toggles on graphs were key to avoiding data overload.
Solution
Streamlined modules, smarter decisions
Demeter launched with the Crop Registration module, which enabled efficient mobile data input for production predictions. The Root Zone Insights module visually simplified complex data, allowing for easy toggling of key metrics.
Outcome
Award-winning adoption and trust
Demeter won the 2019 GreenTech Concept Award. The streamlined modules eliminated manual double-entry, leading to strong grower satisfaction. Users began trusting and acting on the platform's recommendations, driving business decisions.
Takeaways
Prioritizing precision over novelty
This project reinforced that successful B2B design often means prioritizing workflow flexibility and precision (like the num pad) over complex, novel UIs to unlock user adoption in technical domains.
