A project redefining and designing a platform project where people from the same sector with common interests converge
DLG connect is a platform of DLG, a leading German company in the organization of trade fair events, created with the aim of bringing people with common interests together in one place to create synergies that help them to better integrate into the agricultural sector.
Its main purpose is to act as a forum for conversations, doubts, recommendations, and advice, a place to find the latest news and events and, if necessary, to support a marketplace for materials and machinery.
However, DLG never managed to meet the expectations that had been placed on the platform, so in order to optimize its use and increase the user community, as it was not achieving the desired reach, DLG decided to rethink the entire redesign of the project to find out the reasons that led users to abandon the platform.
We conducted interviews and field studies with users in order to understand them better. We discovered that the average user did not relate to the concept of «coffee», a concept created by DLG, which could be translated as «conversational threads», to refer to conversations around the same topic.
To exemplify this, imagine that DLG publishes a news item: if two people post a different comment on the same news item, two coffees would be generated, on which other people could continue to comment, increasing the depth of the conversation.
In a conclusion, we set 4 objectives.
Reduce and prioritize the functionalities required by the customer in order not to confuse users.
Define the user and their level of involvement with the platform to reach everyone.
Redesigning the screens to make them more intuitive, attractive and explanatory in order to help people understand the «cafes».
Develop a branding around the «DLG Connect» brand that conveys notoriety and seriousness and separates it from its main trade fair.
In the previous audit of the platform we found multiple functionalities developed in a very superficial way, so we had to focus on where the product should grow.
Given that we had detected most of the problems for the user in the «coffees», we decided to prioritise the functionalities to help us define them better and draw conclusions about which were the points on which we should start.
It is the main and most useful functionality but users don’t quite understand how it works so we should clean it up and simplify it.
The idea is to create a space to compile all the information with and order, adding the main topics that the news or conversation is about.
It should be easy for users to sort the information, so we will give importance to the search bar regardless of what they are looking for.
DEFINE THE USER
Bruno has been a livestock entrepreneur for 10 years. His star product is wheat, but he is always looking for new products to increase his market presence. He delegates many of the purchasing and administration tasks to his team because he does not have as much time as he would like. He regularly attends trade fairs in search of solutions because he feels that communication in person is more fluid and quicker.
We simplified the original sitemap to highlight only the main features of the product: News (home), cafes, experiences (media content) and marketplace (functionality to be developed in the future).
On the other hand, we kept the search bar as it is a fundamental element in developing the product. The profile, notifications and settings also
Finally, at the bottom, we proposed a chat to hold private commercial conversations for users with a higher level of involvement
The HOME is the space for news from the user’s point of view: their interests and tastes, being possible to filter the content to find more specific things at a much higher level of depth and involvement with the product.
Likewise, in The Wall, we categorise the news with what we call «topics» that act as hashtags to group all the information according to a criterion known by the user.
Also in the right-hand column, we provide a space for the user’s «favourites» as well as a promotional space for companies.