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John Deere Operations Center - Integration

John Deere Operations Center (JDOC)

The John Deere Operations Center™ is a cloud-based farm and construction management software that connects users to their field, crop, and machine data, allowing them to monitor equipment, analyze performance, and make data-driven decisions from anywhere using a web browser or mobile app. It helps optimize logistics, improve efficiency, reduce costs, and increase profitability by providing real-time insights and tools for planning, managing, and executing operations. 

Operations Center seamlessly connects data from your fields, your machines, and your operators and advisors. It puts all the information you need at your fingertips to maximize for critical farm functions.

Atfarm

Atfarm is one of the products developed by Yara; it's a digital farming solution that helps farmers optimise crop nutrition planning, adjust fertiliser applications, and track growth using satellite data and algorithms based on Yara’s agronomic expertise. The platform aims to increase yields and save costs by enabling informed crop nutrition decisions and precise nitrogen application.

Key features of Atfarm:

  • Satellite Monitoring

  • Variable N-Rate Application

  • Nutrition Plan

  • N-Photo Analysis

  • N-Tester Recommendations

  • Field Weather

Integration

Why? How big is the opportunity?

1. Market accessibility

  • Both Yara and John Deere have a significant presence in the target market.

  • John Deere reported 133 M Ha in 2022 globally. We don't have access to a regional split of these numbers, so the Ha for Europe are based on assumptions.

  • Europe has a total of 157 M Ha of agricultural land.

    • John Deere is one of the most popular Ag tools used in Europe, with an estimated 26% of farmers using the tool (Kynetec report).


2. Market development | Post product launch 

  • Potential to develop a broader partnership with John Deere to keep enhancing functionality and reaching more farmers.

  • The SOM calculation assumes that we will follow the Chasm technology adoption curve, converting 13.5% of the users over time.


Advantages:

  • Farmers don’t want to create fields from scratch again.

  • They don’t want to document fertilisation activities a second time.

  • They don’t want to manually transfer data (legal limits, applied data, soil information, etc.) into YP Atfarm.

Team & Collaboration

Role: Product designer
Team: Product - Devendra kumar, Abhilash veera | Research - Jan Bobeth | Content - Tom Mcgath

Timeline: 5 months

Started with undersatanding the user..,

Common customer profile

Frank the Farmer  
 

  • Existing John Deere customer 

  • Set up within the John Deere Operation Centre 

  • Farming in Europe or the Americas 

  • Has VRA capable machinery

  • May or may not have used VRA in the past. 

High-level problem space that we address -  â€‹â€‹

Optimise my crop nutrients with Confidence

​Enabled workflow 1:

VRA /Rx Maps

​

  • Apply crop nutrition product for maximal impact given with available resources.

Enabled workflow 2:

Field analyser JDOC field comparison & monitoring

​

  • Analyse season decisions retrospectively 

  • Monitor field developments 

Identifying the problem

Common Customer Problems

​

  • Creating VRA maps for the fields.

  • Want to optimise my crop nutrition with confidence.

  • The application of Fertiliser is extremely time sensitive. 

  • Want to be as effective as possible with the high Nitrogen fertiliser prices.

  • The existing workflow is a time-consuming process and prevents users from receiving benefits.

  • Usability & technical limits within each system.

Approach

Atfarm 

  • OAuth & Leverage data from John Deere “Meeting the farmer where they are” 

  • Enabling export directly in a work plan


John Deere Operations Centre [JDOC] 

  • Allow for linking into Atfarm to create VRA Prescription maps. [RxMaps]

  • Significant time savings in the newly enabled workflow.

  • ​Increased usability and reach for Atfarm through fast account creation and data collection.

  • Using the vast amounts of information collected by John Deere's connected machines and digital platforms to make informed, data-driven decisions that improve efficiency, productivity, and profitability.

Defining goals

User goals

  • Automatically apply nutrients to my fields with my John Deere equipment

  • Track nutrient tasks

  • Optimise nutrient use, boost yield

  • Sync farms and fields seamlessly without manual work


Yara goals

  • Increase signups for YaraPlus and Atfarm

  • Improve adoption through increased usability

  • Increase the quality of hectares under digital management in YFSE digital solutions

  • Prove the added value of smart nutrient management (VRA, application, measuring, etc.)

Touchpoint overview

Identifying key areas to improve & enhance the experience for John Deere Operations Centre integration.
 

  • SSO

  • Integrations - in Account settings, including it as a new menu item, and a specific page which shows integration capabilities.

  • Farm overview - provision to import data from John Deere while adding a farm

  • Adding a Field - provision to import data from John Deere while creating a field inside a farm​​

Possible touchpoints:
 

Creating awareness about the integration:

​

New users

  • YaraPlus website

  • Onboarding email

 

Existing users

  • Email campaign



From the YaraPlus - Homepage:

New users (while onboarding)

  • SSO signup with JD

  • Connect screen - Key: need to reassure users about data use and added value

  • Card or banner on YaraPlus home page - Suggested activity or banner

  • Add farm dropdown - Button

  • Add farm screen - Empty state with 'Add JD farms'

  • Add farm flow (still give users the opportunity) - Import from John Deere button



Existing users (entry points)

  • Integrations menu item - Takes you to connect screen

  • Farms overview - Possible card to add from JD

  • Add farm screen - Button

  • Card on YaraPlus home page - Connect to JD

Wireframing

Created a basic Lo-fi design to get a understanding of layout structuring and functionality... 

wf.png

Mid-Fi screens

Gone through a couple of iterations and review sessions with stakeholders...

mockup.png

Hi-Fi screens

Finalized visuals, created from our own Design System {AHUA}...

1. Login screen - having a provision for John Deere SSO

1_login.jpg

2. Home screen -
(A) Displaying John Deere Integration card

(B) Adding a new menu item as 'Integrations'

2_home.png

3. Integration screen - 

Disconnected state

3_integration.jpg

Connected state

4_integration.jpg

4. Import screen - Farms and fields from John Deere platform will be imported to YaraPlus

5_Importfields.jpg

Importing state

6_Importfields.jpg

5. Adding crop details to the imported farms and fields.

7_AddCrop_3.jpg

6. Farm Overview screen - Displaying all farms and fields on one page (YaraPlus and John Deere data)

8_ManageFarms.png

7. Farm detail screen

9_detail view.png

Analytics - post launch (Phase-1)

After launching phase 1, observed and collected data about the feature usage by farmers...

Now it is possible to create, export, and send allocation files from YaraPlus, directly to the machine in the field through this integration.

 

With this new feature, Farmer can also export biomass measurements and forecasts for nitrogen (N) needs in a given field. This provides farmers with even more data and knowledge for the creation of effective allocation maps.

Thank you

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