A 500-product portfolio. A rep with no signal.
When Corteva & Pioneer separated from DowDuPont in 2019, it inherited a portfolio of 500+ products — roughly 98% of which were used internally by sales reps, agronomists, and processing plant teams. By 2022, that portfolio had become a productivity tax.I tasked my team with mapping the user journey for one representative use case: the seasonal sales rep. Through interviews, ride-alongs, and a thorough audit, we documented all the products being touched and the friction between them.
A 500-product portfolio. A rep with no signal.
We charted the rep's annual journey end-to-end and surfaced three issues that mattered most: 30+ desktop and mobile apps used over a season (with massive efficiency loss and slow onboarding), frequent lack of internet connectivity on-site at farms, and delayed reporting causing distribution and inventory errors.
The solution: a single mobile app that combined the 10 most impactful legacy products into one experience, with an offline-first sync architecture, access to product specifications, seed allocations, availability status, sales targets, and existing invoicing.
Faster reps. Cleaner data. Happier farmers.
Following the app's initial release, a roadmap was established to phase out eight of the ten integrated products by the end of 2025, anticipating annual product maintenance savings exceeding $10 million. Another financial benefit emerged as well: with the time saved through consolidated products and UI efficiencies (~ 10%), sales reps are able to cover broader territories, leading to reduced sales rep overhead.
Our meticulous research and prioritization enabled us to achieve significant positive outcomes that aligned with the product objectives and set the vision for future legacy product sunsetting.
