Industry

Agriculture

Client

Nutrien

Designed an Intuitive One Stop Shop Digital Dashboard Experience

Project Overview

The Nutrien VIP Portal gives dealers, retailers, and crop consultants exclusive access to resources and benefits, while supporting internal sales staff. The 2025 redesign consolidated product info, training resources, and interactive tools to deliver a seamless, personalized VIP experience.

Tools

Figma / UX Pilot / Adobe Suite

Team

Nik: UX/UI Designer / Digital Team: AdFarm

Duration

9 Weeks

The Problem

The existing portal was disorganized and lacked personalization, making it hard for dealers and retailers to access product info, trial data, and marketing resources. Key features like scheduling reps, region-based content, and interactive tools were underused or hard to find.

Strategic Approach

We redesigned the portal with a user-first approach, reorganizing the dashboard and adding interactive features like product sell sheets, training videos, trial data tools, region-based feeds, and “Schedule Time with Rep.” The result is a personalized, engaging VIP experience for customers and staff.

Research & Discovery

We explored the needs of dealers, retailers, crop consultants, and internal sales staff through stakeholder interviews, user feedback, and competitive analysis. Key insights revealed that users wanted easy access to products and seasonal resources, interactive tools like soil and deficiency maps, and personalized, region-based content to improve engagement and decision-making.

Strategy & Planning

We focused on creating a scalable, personalized portal with an intuitive dashboard, interactive tools, and dynamic content. Key priorities included redesigning dashboard cards, adding trial data and region-specific feeds, incorporating podcasts and seasonal campaigns, and enabling retailers to update their own dashboards. Modular structures and prioritized content ensure the portal remains flexible, engaging, and future-ready.

Wireframing & Prototyping

We created wireframes for the primary global pages, including detailed functionality annotations, and then moved directly into high-fidelity design and prototyping. This streamlined the process testing out key functionalities earlier in the process to confirm alignment with our users goals.

Design & Refinement

We refined the UI into a modern, accessible, and scalable design system with consistent components, an expanded color palette, and improved content hierarchy. Interactive tools like maps, calendars, and seasonal feeds were visually integrated for clarity and ease of use. The responsive, component-based design delivers a seamless experience across devices, balancing personalization, interactivity, and efficiency for all users.

Ask An Agronomist & Rewarded Training

The team and I worked on an "Ask an Agronomist" experience that we built for the ekonomics brand. We brought it into the toolbox for easy access to allow retailers to ask our team of experts any advice they need to stay up-to-date on agronomic trends. We also built a "Training & Reward" program that allows users to participate in training to get there CEU credits and win prizes on the way. This encourages the retailers to return to the site and provides continuous learning.

Mobile Experience

With our approach of using a bento box grid this allowed for a clean and scalable response to mobile. The main menu is hidden but adding a navigation bar allowed for quick access to the top tools.

Outcome & Impact

While the Fertilizer Toolbox was launched in September of 2023, the first season closed on 31 August 2024. Overall metrics (Canada & US) are extremely promising with a 65% engagement rate and close to 13,000 sessions in its first two months.  With new technology and brand updates, we are continuously improving Nutriens digital experience with new marketing campaigns, infographics, commodities and tools. One new tool coming is Ask Ekonomics an AI tool to help get expert advice on all agronomic needs.