Poor digital design limits precision technology’s value, highlighting the need for simplified user experiences in agricultural equipment
As I spend time with farmers and understand how much we can improve their daily user experiences, one thing is clear: poor digital design limits the value of precision technology. Throughout my career in design, I’ve noticed that powerful technology is limited because the customer struggles with its usability. Without a focus on user experience, engineering efforts go toward technical benefits, and users can’t decipher how the solution fits in their everyday life.
Lessons from consumer electronics
I’ve personally seen this shift in consumer electronics. While I was working at Philips Electronics in the mid-2000s, I remember when streaming media on connected TVs – and infotainment in cars – were just concepts and deprioritised in favour of “building more pixels.” Today, they are indispensable ways we consume media and access information, because they were developed, tested and refined in order to fit into real-life use cases. Now, farmers are asking for seamless experiences, similar to those that are now commonplace in automotive, in their machines’ cabs.
As an industry, we continue to promise that more tech will help farmers be more efficient. Yet as more features are added, these systems often become harder to use – not easier. These frustrating experiences don’t just slow farmers down, they open the door to competitors and can ultimately drive brand switching.
“When it is designed well, the UX can help farmers trust precision technology more”
Designing for seamless operations
At CNH, we’re committed to taking a different path forward – simplifying the user experience at the centre of product development. Practically speaking, our goal is to surface the right information, at the right time, during a farmer’s complex operations.
As an operator conducts work, the in-cab display provides easy set up and the ability to monitor tasks based on the right data. When it is designed well, the UX can help farmers trust precision technology more. They can leave the field with confidence that every job has been done correctly – with data to prove it on their smartphone, tablet, or computer. Then, AI helps them use that information to make improvements for next season. Their experience feels less overwhelming and more empowering. We want every customer to enjoy this fully seamless experience.
This article first appeared in the January/February issue of iVT
