Overview
P&H Central was built to simplify how farmers manage grain pricing orders, compare real-time cash bids, and track contracts. The platform translates complex agricultural workflows into an intuitive digital experience designed for clarity and speed.
The Problem
Producers struggled with fragmented tools and inconsistent workflows for managing bids and contracts. They needed a single, centralized system that felt approachable while handling detailed financial data. The challenge was to organize dense information in a way that remained transparent and easy to act on.
Responsibilities:
UI design, app structure, UX support, component design
Collaboration:
AdFarm, digital team, developers, and client stakeholders
Software:
Figma
Sitemap
The structure was organized around user intent—checking bids, managing orders, and tracking contracts. Navigation was kept shallow and predictable so users could move fluidly between tasks without unnecessary steps. This foundation balanced simplicity for first-time users with scalability for future modules.
Key Goals
The project focused on three main goals that shaped both design and functionality.
Goal #1
Allow easy switching between bushels and metric tons so users can view data in the format that fits their workflow.
Goal #2
Make it simple to create and edit Grain Pricing Orders through a guided, intuitive process.
Goal #3
Deliver real-time, actionable information that keeps producers confident and informed.
Wireframes
Low-fidelity wireframes allowed quick exploration of layout and hierarchy before visual design began. This phase focused on information clarity—how much data could appear without crowding the interface. Early feedback validated core flows and established a clear rhythm for future development.
Concept Development
With structure in place, the visual system brought order to complex information. Typography and color were tuned for readability, while spacing and subtle contrast created depth without distraction. Components were built in Figma for consistency and reuse, giving the product a modern yet grounded feel.
Outcomes & Impact
Adopted by Farmers
Producers adopted the app to simplify pricing and contract management.
Industry Recognition
Recognized as Farm Management Solution Provider of the Year by AgTech Breakthrough.
Praised for Usability
Praised for making complex agricultural tasks approachable and easy to manage.
