Collecting User Feedback for an MVP in Agriculture – Case: Smart AG Volume Tractors, AGCO
Hardy-Linna, Marika (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022091420152
https://urn.fi/URN:NBN:fi:amk-2022091420152
Tiivistelmä
The purpose of the thesis is to provide the commissioner insights about how an MVP in agriculture should be developed to better match users’ needs. The work also outlines recommendations on how authentic user feedback could be systematically collected in other projects in the future.
Smart AG Volume Tractors is a team inside AGCO that brings customer focused products to market much faster than traditional product development. Their hardware product X has been designed to help farmers use the equipment on their tractors more efficiently. The research explores how users experience product X and how it should be developed further to better match their needs. Also, to provide the case team useful perspective of how to collect feedback in its future projects, recommendations are drawn from a collaborative evaluation of the process performed in the thesis.
The research was conducted as qualitative case study. Data was collected through online questionnaire and semi-structured interviews with farmers in Denmark, Spain, Holland, Germany, and Finland. Results were analyzed by using an inductive approach and allowing themes emerge from the data. For the development part, service design tools of empathy map, journey map and service blueprint were used in workshops with the case team.
As a result, a true need for product X was found to exist, and areas of development were discovered, regarding automatization and improved setup solutions. The feedback collection process was experienced overall useful by the case team, yet points of improvement were identified. As an output, recommendations regarding minimum viable user experience, user experience process, use of resources and methods, and collaborative conclusions were created.
Smart AG Volume Tractors is a team inside AGCO that brings customer focused products to market much faster than traditional product development. Their hardware product X has been designed to help farmers use the equipment on their tractors more efficiently. The research explores how users experience product X and how it should be developed further to better match their needs. Also, to provide the case team useful perspective of how to collect feedback in its future projects, recommendations are drawn from a collaborative evaluation of the process performed in the thesis.
The research was conducted as qualitative case study. Data was collected through online questionnaire and semi-structured interviews with farmers in Denmark, Spain, Holland, Germany, and Finland. Results were analyzed by using an inductive approach and allowing themes emerge from the data. For the development part, service design tools of empathy map, journey map and service blueprint were used in workshops with the case team.
As a result, a true need for product X was found to exist, and areas of development were discovered, regarding automatization and improved setup solutions. The feedback collection process was experienced overall useful by the case team, yet points of improvement were identified. As an output, recommendations regarding minimum viable user experience, user experience process, use of resources and methods, and collaborative conclusions were created.