In the rapidly evolving world of agriculture, the integration of digital technology has become imperative for advancing productivity, sustainability, and customer satisfaction. Join us to discover how placing farmers at the heart of digital innovation is revolutionizing agriculture, making it more responsive, efficient, and sustainable.

Our presentation will show how customer-centric design principles can be applied to create digital mapping solutions that directly address the challenges faced by farmers. By prioritising the end-user experience, we've ensured that the tools are not only effective, but also intuitive and accessible for end users with varying levels of digital literacy.

We will explain the journey we went through to identify and analyse the specific pain points and requirements of farmers, to both provide solutions to their needs, and drive towards a leading, simple customer experience.

The session will also provide insights into how we blended proprietary GIS capabilities with open-source technologies to deliver a seamless, customer-focused experience. We’ll discuss how we integrated ESRI Maps technology within a React web application, incorporated ArcGIS Enterprise, and implemented performance and error monitoring to support a stable, responsive user experience.

We found that by focusing on the real needs and challenges of farmers, we can create digital solutions that are not only technologically advanced but also practical, user-friendly, and capable of delivering tangible benefits in terms of efficiency, productivity, and sustainability.