Santander—Ecosistema SanAgro

Connecting the agro community

Year

2022

Type

Website

Agency

Barrabés.biz

Role

UX/UI Designer

Banco Santander is a global financial leader committed to supporting innovation and sustainability across diverse sectors, including agriculture. With a strong presence in the agro-food industry, Santander provides tailored solutions to empower farmers, ranchers, and suppliers in navigating complex challenges. As part of the design team at Barrabés.biz, I contributed to the development of Sanagro, a digital platform aimed at fostering a collaborative agro-food community. SanAgro connects stakeholders, facilitates knowledge sharing, and delivers essential tools to drive efficiency and innovation in the sector.

The Challenge

The agro-food sector in Spain faced significant challenges, including fragmented access to resources, limited collaboration between stakeholders, and a lack of digital tools tailored to the industry’s unique needs. These inefficiencies hindered competitiveness and made it difficult for farmers, ranchers, and suppliers to adapt to modern demands.

The Approach

Our solution for SanAgro aimed to transform the Spanish agri-food sector by conceptualizing and developing a digital platform that serves as a central hub for farmers, ranchers, suppliers, and other key stakeholders. The objectives were to build a community-driven ecosystem, simplify resource access, and drive innovation through digitalization. Our approach included defining a clear MVP scope, conducting extensive user research, and analyzing market trends to address sector-specific challenges. High-fidelity prototypes were designed and validated with real users, ensuring the platform was intuitive and aligned with their needs. Continuous iteration and collaboration allowed us to create a scalable, user-centered solution that fosters connectivity and supports the sector’s growth.

Insights from Design Challenges

During the design process for SanAgro, we faced several challenges that provided valuable insights into the needs and behaviors of the agro sector. One key challenge was understanding how users, including farmers, ranchers, and suppliers, interact with digital platforms, as many were accustomed to traditional communication methods. This insight led us to focus on simplicity and intuitive design, ensuring that the platform could be easily navigated by users with varying levels of digital literacy. Additionally, creating a unified space for diverse stakeholders meant balancing the needs of different user groups while fostering a sense of community. Iterative testing and feedback from real users were crucial in overcoming these challenges, guiding the design towards a solution that effectively served the sector’s needs.

Credits

Service Design Lead: Isabel Ágreda
Service Designer: Arián Rosales
UX/UI Designer: Diego Abades