Bayer IPM Potato Program:
Elevating Existing Content
After the launch of a new pest management program for potato growers, Bayer Crop Science was unhappy with the web page’s performance and user experience, particularly how it led to low enrollment to the email program.
I stepped in and delivered a new experience that resulted in the IPM program hitting its acquisition goal.
the CHALLENGE
Increase email enrollment through optimization of the user experience of the existing IPM Potato program.
the SOLUTION
I performed an audit of the program, focusing on the UX and content structure. I created a new optimized experience by implementing updated information architecture and redesigning key elements with high-fidelity wireframes.
the RESULTS
After the updates, Bayer hit their email acquisition goal of 1,500 email signups, a notable accomplishment when targeting this niche audience.
the PROCESS
One of my strengths as a user experience specialist is my ability to devise solutions within challenging restrictions. For this update, I was tasked with improving the user experience, and doing so without modifications to the existing article and video content. Additionally, all improvements had to be made without the development of any new code or components on the back end.
SITE BREAKDOWN
The first step was to analyze every part of the existing experience. Reading all the articles, watching all the videos, downloading all the resources, noting where breakdowns in the user experience occurred along the way.
I quickly discovered beautiful assets that weren’t being utilized to their full potential. I grouped article and video content together using a different method than the existing site, and a new structure for the experience began to form.
THE NEW EXPERIENCE
I transformed a giant, long-loading, single page into a vibrant multi-page section within the Bayer Crop Science website. I prioritized the email signup and provided more context of the email program’s value to the user.
Working closely with the development team, I designed a new form of visual navigation using existing site components, requiring no additional development time.
I introduced campaign-like branding using existing supplemental materials, bringing unity to the multi-page experience.
Within the sub-pages, I grouped helpful article and video content together (heroing existing imagery and descriptions), and introduced a new Bayer Product Spotlight section where existing product video content was featured.
the RESULTS
After these updates, Bayer Crop Science drove traffic to the site from social and paid search. They hit their email acquisition goal of 1,500 email signups. With between 20k-25k potato growers total in the U.S., this represents a significant portion of the target audience.