Farm Business Registration

Agricorp needed to rebuild a legacy regulatory registration service after an upgrade to its payment gateway required substantial changes to the underlying code. The rebuild created an opportunity to make the service responsive, accessible, and easier to complete.

Stakeholders wanted 90% of registrations completed online within four years to reduce programme administration costs. Reaching that target would require more than placing the existing process on a new platform: we needed to reduce the burden on returning customers while preserving complete and accurate business records.

I facilitated requirements workshops with business stakeholders, developers, and business analysts. I mapped the journeys for new and returning customers, created the wireframes, and implemented the responsive visual design using Agricorp’s style guide for forms.

Resolving conflicting requirements

The initial brief called for collecting less information, but stakeholder discussions revealed a more nuanced requirement. Agricorp needed customers to be able to review and update their business information without forcing them to re-enter—or work through—unchanged information every year.

Rather than treating every renewal like a new registration, I redesigned the experience around what had changed. The service carried existing information forward and kept unchanged details out of the primary path. Customers could continue through the renewal efficiently, with clear opportunities to access and correct information when necessary.

This approach reduced the effort required from returning customers without sacrificing the programme’s data requirements.

Designing for new and returning customers

New registrations and annual renewals required different journeys. Journey mapping helped us separate those needs while maintaining a coherent service.

For new customers, the experience guided them through the information required to establish their registration. For returning customers, the design prioritized completing the renewal while providing off-ramps for changes. Progressive disclosure kept the primary task focused without making existing information inaccessible.

Carrying the design through delivery

Throughout development and testing, I worked with developers to implement and style the product. I also helped ensure the completed service met our usability and accessibility goals across desktop and mobile experiences.

Following launch, completed online registrations increased by 112%, more than doubling online adoption as the programme worked toward its four-year target.