Challenge

Sáenz Fety, a leading company in Colombia’s agricultural sector, needed a digital solution to showcase its extensive product portfolio to both wholesale and retail customers.

The main challenge was to design an intuitive, versatile, and visually consistent tool that could serve two audiences simultaneously: customers exploring products and sales representatives using the platform in-field and during specialized sector events.

Approach

The goal was to translate Sáenz Fety’s updated brand identity into a functional and engaging digital experience.
To achieve this, I designed a mobile application and interactive digital totems that unified the catalog experience across different touchpoints.

The UX strategy focused on discoverability, accessibility, and visual hierarchy, ensuring users could easily browse, search, and understand complex product information.
Key objectives guided the design process:

• Provide customers with a comprehensive and easy-to-navigate digital catalog.
• Enable sales teams to access and present information efficiently in real time.
• Reinforce the company’s innovative and forward-thinking brand positioning.

Solution

The final solution combined mobile interaction with on-site digital installations, offering a seamless and modern brand experience.
Core features included:

• Comprehensive product catalog: Structured by categories and subcategories, with intuitive navigation and rich product data.
• Search and filtering tools: Users could locate products by name, category, or keyword, and refine results through dynamic filters.
• Detailed product information: Each product page included composition, usage guidelines, and recommendations for informed decision-making.
• Virtual tour: A 360° exploration of Sáenz Fety’s Research and Development Center, allowing users to learn about innovation processes and technology behind each product line.

Outcome

The Sáenz Fety Product Catalog App became a valuable asset for both clients and sales representatives:

• Enhanced user experience through a fast, intuitive interface.
• Improved product visibility and customer engagement across digital and physical touchpoints.
• Increased efficiency for sales teams in presenting and updating product data.
• Reinforced brand perception of Sáenz Fety as a company rooted in innovation and technological advancement within the agricultural sector.

The project successfully bridged information, usability, and brand identity, setting a new standard for digital interaction in B2B agribusiness.