2023 - 2025
I broke the habit
Sole Product Designer at the startup
Context
AgriRed is a B2B marketplace where companies buy and sell agricultural supplies.
The challenge began when the sales team started receiving a high volume of inquiries about products that were already listed on the platform, but users were unable to find them.
Problem: Users couldn’t find what already existed
Interviews, conversations with the sales team and usability testing revealed clear patterns:
- Users had a culturally ingrained habit of manually browsing supply and demand tables, a legacy of a market niche traditionally driven by catalogs and stock lists
- The search results logic was inconsistent: it mixed offers and requests, creating confusion about which action to take (among other inaccuracies)
- The lack of guidance led to wasted time, misinterpretations, and a growing volume of sales inquiries for tasks that should have been self-service.
Solution: Turning search into the natural way to navigate
The first intervention was operational: adding a filtering system to the tables to reduce immediate friction. It worked, but the underlying problem remained.
To address the root cause, I proposed a deeper intervention:
- Positioning the search bar as the central entry point of the journey, giving it a leading role in decision-making
- Refining the results logic so the platform better interprets user intent: if users search for offers, they see offers; if they search for demand, they see demand. We also optimized text autocomplete
- Reorganizing the home page by integrating search into the hero section, clearly communicating from the start that this is the most efficient way to operate
- By making search the core of the experience, we restructured the main page with storytelling and UX writing–optimized copy to reinforce this cultural shift in how users operate
- In collaboration with development, we defined how this more robust search engine will enable future insights, such as most-searched terms, regional variations, and seasonal demand signals.
Reduced workload for the sales team
Fewer questions about already listed products allowed the team to focus on higher value opportunities.
Faster product discovery
A search centered experience replaced complex tables, helping users reach relevant products more efficiently.
Prepared for smarter growth
Search behavior became a valuable source of market intelligence and future business opportunities.
“What used to take several calls now takes a few clicks.”
AgriRed Client´s
Owner of an agricultural supply store
Tomas Rioboo
I make complex products feel obvious.
