Designing a long term partnership

A global input company wanted the right product placement secured through the season and across roles, from trial data to the sales rep’s hands to a recommendation the farmer trusts. There was no platform for this yet, and the business it had to serve was already large: present in several countries, with farmers, agronomists, dealers and an internal sales force working toward the same growers but with no shared tool connecting their efforts, and a seed/chemical product offering that evolved with every year. Whatever got built had to start small, grow into all of that, and eventually fit inside a corporate decision to consolidate every grower-facing capability into a single core digital platform.

Magoya did not start by designing a product; it designed a relationship that could absorb nine years of change. The first version was built from scratch as a recommendation engine for one country, on the company’s own field trial network and agronomic science, with OEM integrations for field boundaries and operations data.

From there the platform grew with the business. It became multi-tenant across countries, brands, languages and units; each new product launch was reflected in the recommendation models; and it expanded beyond seed and input recommendations into a full farm management platform covering the season from planning through crop monitoring to harvest analysis. When the commercial team found itself using the same view as a grower, a discovery produced a dedicated workspace per role (sales rep, consultant, advisor) with cross-role linking, so everyone shares the same field-level truth for the same grower, plus a squad-level dashboard the company had never had.

When the company chose to consolidate on its core digital customer platform, Magoya rebuilt eight capabilities inside it without touching its database, built a design system to speed up every future initiative, and delivered a guided migration so no grower lost data on the way.

Through every phase, adoption was part of the scope: role-specific launch campaigns, digital and in-person training, and a reporting product so stakeholders could see usage and business impact per country. The team met weekly and shipped in manageable increments. That is how a project-based start became a nine-year embedded partnership coordinating local, regional and global teams across the Americas.