Usability Testing for an Agritech Decision Tool

Client Background 

The client is a leading agritech firm developing a data-driven decision support platform designed to help agricultural cooperatives optimise pesticide planning and irrigation. The tool was targeted at mid-sized farming operations across multiple regions.

Client’s Challenge 

Although the platform had strong technical capabilities, the client lacked clarity on how agronomists and cooperative decision-makers would interpret its features, interface, and value proposition. They needed to validate usability, messaging, and user expectations early in the development cycle to avoid misalignment and potential resistance during rollout. 

How Mordor Intelligence Helped 

• Conducted interviews with agronomists, cooperative managers, and procurement leads across three priority markets to gather diverse user feedback. 
• Presented early prototypes and refined use-case messaging to evaluate perceived value, usability, and alignment with expected return on investment. 
• Identified features that were misunderstood due to unfamiliar terminology and formatting issues. 
• Benchmarked the client’s platform against direct competitors and adjacent digital tools used by the same audience to provide comparative insights. 

Key Findings 

• Visual complexity and terminology created accessibility challenges for several user groups. 
• Onboarding flows and core feature sequences were not intuitive and required reordering. 
• Messaging needed to be adapted to better match regional buyer expectations and user familiarity. 

Our Industry Coverage 

Mordor Intelligence supports product concept testing across a broad range of markets. Our expertise includes: 

• Early-stage validation with prospective buyers and users
• Testing products entering new geographies with varied market dynamics
• Competitive benchmarking against established players and agile challengers
• Facilitating cross-functional alignment on product value and messaging strategies