UPA - L'Union des Producteurs Agricoles

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L’Union des producteurs agricoles

L'Union des Producteurs Agricoles (UPA) is a professional organization that supports and advises farmers in Quebec. It promotes innovative and sustainable agriculture, defends their interests, contributes to their well-being, and highlights their businesses within the community.

The UPA aimed to create a single platform to centralize scattered information from regional websites and make information retrieval easier for Quebec's farmers and the general public.

Following the identification of target audiences (personas), I participated in Design Sprints, one of whose main objectives was to find the most optimal way to segment information for each user group (farmers and the general public) and redirect them accordingly. These Design Sprints led to the creation, testing, and optimization of the website's structure; Sketching to quickly conceptualize ideas before prototyping them into structural mockups, and then testing them with users.

I subsequently led the art direction, adapting the brand guidelines to the digital realm by incorporating accessibility principles and a touch of modernity. The design followed the principles of atomic design, thinking not in terms of pages or templates but of reusable modules, thus allowing the UPA teams greater autonomy.