Syngenta Seed Selector

Client
Syngenta
Role
Lead Product Designer
Category
Agritech · Web platform
Year
2024–2026

Outcome

€3M+in attributed seed sales (as of Jan 2026)
62%of sales reps in EAME actively using it
8,000+seed recommendations created
350k+hectares mapped
Seed Selector's Generate Recommendation screen in perspective: a farm map with fields coloured by recommended hybrid, next to the product list and seed rate controls.

Syngenta sells seeds through territory sales reps. Each rep looks after a group of organizations, and each organization has its own farms and growers. Before a meeting, the rep needs to understand that land and show up with a recommendation. I designed Seed Selector from zero so they could do exactly that: prepare for the meeting, simulate how different seeds would perform on the grower's fields and build a recommendation based on agronomic and climate data.

01

The Problem

Reps went into grower meetings with a spreadsheet and their own experience as the only tools. They collected field, soil and weather data by hand, and every country did it differently. Two reps could give the same farmer completely different advice.

02

My Role

I led product design from day one. I interviewed Area Sales Managers in Europe, Brazil and the US, and I owned the flows, the interface and the design system. I worked closely with product, engineering, data science and the agronomy team.

03

The Solution

One web platform that follows the rep's routine: check the portfolio, prepare for the meeting, simulate and compare seeds, and then send the grower a recommendation that can turn into a purchase contract.

The journey

How a rep works, start to finish

A rep handles several organizations, each with their own farms and growers. For every screen, I asked the same question: what does this rep need before their next meeting?

Diagram of the territory sales rep's journey in five steps: portfolio, prepare, simulate and compare, seed recommendation (highlighted), and share and close.

Discovery

Every country works its own way

Area Sales Managers decide how reps work in each country, so I talked to them in Brazil, the US, the UK, Spain, Poland, Hungary, Ukraine and other markets to understand what a rep's week really looks like. Instead of building a different tool for each country, we built one flow flexible enough to adapt to local crops and seasons.

Discovery summary: interviews with Area Sales Managers in Brazil, United States, United Kingdom, Spain, Poland, Hungary, Ukraine, Russia and other EAME markets, with what we learned.

New seed recommendation

Five steps, with the farm always on screen

The rep chooses the crop, the fields, the product inputs and the weather conditions step by step in a side panel, while the farm map stays visible the whole time. You never lose track of which land you're working on.

Three screens of the recommendation wizard stacked in perspective: select a crop, select fields on a satellite map, and historical weather conditions with trait importance sliders.

In the field

History and proof before every meeting

Field details dialog with a variability heat map and crop rotation by season, next to the product inputs step with maturity range, yield range and planting dates.
Every field keeps its historyCrop rotation, soil data and how the field varies all go into the model, so the recommendation reflects what actually grew there before, instead of a regional average.
Field benchmark screen with match filters and a variability zone map, beside the shared benchmark page a grower receives.
Proof to show the growerReps can compare a field with similar fields, put hybrids side by side and share a clean page the grower can open on any phone or computer.

The film

Seed Selector in the field

Syngenta’s official video for Cropwise Seed Selector.

The whole product

The whole platform

Crop selection, field mapping, product inputs, weather, rotation history, benchmarks and the shared page were all designed as one system, so going from one step to the next feels natural.

Mosaic of more than a dozen Seed Selector screens in perspective: recommendation wizard steps on satellite maps, field details, benchmark pages and the welcome dialog.

Up next

Kind words

Thiago approaches every project with a meticulous and user-focused mindset, and his keen eye for UX problem-solving results in thoughtful and beautiful solutions. Thiago is not only a skilled designer but also a dedicated and hard-working team member who brings energy and enthusiasm to every project.
Photo of Adelina Green Adelina GreenProduct Design Manager, GoDaddy