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Seed sales reps for Corteva run their businesses across two disconnected tools: CorBiz, their core selling app and Insights, an agronomy (farming) planning and monitoring tool. The latter being less widely adopted but loved by tech-forward reps for getting the right seed on the right acre. After I led design on the New Rep Experience (the IA rebuild of Insights), I was quickly handed a more ambiguous question: if and how should these two products come together? If yes, the work would be pitched as a future investment area. This was an organizational challenge for me as much as it was a design one. I was aligning leadership across two business units, one of which wasn't used to customer-led product development and no one held a clear point of view on direction.

I'd spent the last several years building context on how seed reps work, so I started by meeting the stakeholder team to understand their needs, then proposed beginning with concept testing to put competing high-level ideas, including my own, in front of reps instead of debating them internally. I ran a couple rounds of testing with iterations and a working session with engineers to uncover technical constraints and ultimately exposed a point of tension: reps wanted a single unified app, but engineering couldn't take that on. Instead of picking a side, I dug into the underlying problems reps were describing and found we could solve all of them without actually merging the products. I could use experience design to make the tools feel like one app. Building on the stakeholders' strategic theme and product's key bets, I shaped my research into a single coherent vision, mapped it onto the rep's sales-year journey, and delivered a Figma vision deck with interactive prototypes embedded so decision makers could see and feel the future state.

Outcome: The work was pitched and approved as an upcoming investment area for strategic planning. I reframed an 'unbuildable' demand for a single-app experience into a feasible, research-backed direction that held alignment across both business units.

From my manager (Head of Design): "Through rigorous discovery, cross-functional collaboration with product and engineering, and a beautifully crafted interactive visiontype, she shaped where we are headed and her work supported the business case for getting there. The strategic foundation she built will influence how we deliver value to users for years to come."