A redefined web experience for Adama’s global audience

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We are working with Adama, a world-leading crop protection solutions company, on a long-term digital customer experience strategy. Last week marked the launch of their new global and corporate websites – the first step in a roadmap towards a more digitally-focused business. These sites replace existing siloed company sites, and represent the first in-market expression of their new brand identity.

We led the UX and UI design of the responsive sites, which exist to support Adama’s ecosystem of thousands of farmers around the globe. The ambition was to create a digital platform that put the farmer first – a key element of their brand story – by providing localised information and content, as well as simple access to tools and information. Coherence and clarity were vital, to support an audience of varying languages, locations and knowledge.

We created a flexible, modular framework that ensured a joined-up experience between the 40 localised platforms and the corporate site. The corporate site is designed around the user, making clear the business’s impact in its customer’s lives. The navigation has shifted away from product-selling, to enable customer-led exploration. The global sites, currently being rolled out, vary in scale and architecture, but are locally-focused through language, products, contacts and information, and are designed around the users’ everyday needs. We continue to work with Adama on evolving the site, making continual improvements based on their own and their users feedback. We are also defining and developing further digital innovations, to support their vision of becoming a more customer-centered, digitally focused business.

“The global Adama website is the first proof point for state of the art user experience, which Adama endeavours to provide the growers and industry actors with, as they adopt new digital channels. Moving Brands is a solid partner, with a great team, that will accompany us in designing the overall user experience for our future digital touch points.”

Caroline Schmitt
Digital Lead – Global Marketing

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