I redesigned Agrofy, a leading agricultural marketplace in Latin America, to transform it from a quotation-based platform into a full e-commerce site enabling farmers and suppliers to buy and sell machinery, seeds, and equipment directly. The result: a seamless checkout flow, multiple payment options, shipping integrations, and strong adoption across markets.

High demand, low transaction visibility: Despite millions of users and thousands of annual quotes for machinery and seeds, Agrofy lacked a system to process direct sales.

Growth opportunity in digital agriculture: As one of the most visited agri-marketplaces (nine countries, 5 million monthly visits) in 2019, Agrofy was perfectly positioned to monetize its quotation traffic.

Complex market constraints: The agricultural sector spans very different payment preferences, logistics needs, and negotiation practices, especially between suppliers and farmers.

Framework & Methodology: I used a Discover → Define → Develop → Deliver approach: doing deep user research, defining core flows, building prototypes, and iterating.

User Research & Validation: Conducted qualitative interviews and analytics review to understand how farmers and suppliers currently negotiate, pay, and receive goods.