AgTech Account

Management

Lead UX Architect | AgTech B2B SaaS | 2022-2023

Redesigned a manual, confusing account creation and login system for an enterprise agriculture platform, transforming fragmented user flows into an automated experience that freed project managers from time-consuming manual processes.

The Challenge

Highland Ag's MarketWatch was revolutionizing the agriculture tech industry, but its account management experience undermined credibility. Account creation required manual intervention from project managers, login flows had multiple confusing entry points, and the permission system for multi-role users (admins managing commodity access across companies) lacked clear structure.

This created friction at the product's most critical touchpoint - before users even experienced the core value.

The Solution

Design an automated, self-service account management system with consolidated login flows and an intuitive admin dashboard for managing multi-role permissions - eliminating manual PM intervention while maintaining security and compliance standards.

The Impact

✅ Automated self-service: Eliminated PM manual work for account creation and management, freeing up internal resources

✅ Reduced complexity: Simplified login from multiple confusing paths to a single, clear entry point

✅ Improved credibility: Professional, intuitive flows that matched the sophistication of the core product

✅ Developer clarity: Annotated wire flows reduced miscommunication between teams and prevented implementation errors

The Approach

As lead UX architect, I drove strategy and design to transform manual, fragmented flows into automated, self-service experiences.

Mapping the Complexity

I started by documenting what actually existed. Created site maps and swimlane diagrams to visualize where manual handoffs created bottlenecks and how admins and non-admin users intersected in the permission-setting process.

These artifacts became the foundation for stakeholder alignment, establishing a shared understanding of the problem before proposing solutions.

Simplifying Through Design

Designed user flow charts comparing current state vs. simplified future state, then iterated through wireframes and high-fidelity prototypes to refine the logic for complex scenarios like first-time login, admin access, and cross-company switching.

Preventing Execution Errors

To ensure the flow and functionality were usable, we conducted usability testing on the most complex parts of the flow (location selection, navigation patterns, full application walkthrough) and gathered actionable insights to refine interaction patterns.