Diagenetix is a start-up company that has developed a diagnostic platform designed to help the food and agricultural industries test for plant diseases and foodborne pathogens. By enabling their customers to test on-site, they help improve crop yields and food safety. This is a relatively new concept for their target market, who previously have not tested or utilized a service laboratory. The company prides itself on working with their customers and helping empower them by putting testing technologies and information in their hands.

The process was user-centric, beginning with customer interviews, site visits to farms and food processors, and secondary research. We sought to build a strong understanding of the consumer and their current behavior as it relates to their existing operations. Significant attention was paid to how they brand themselves and how the current companies that serve them speak and interact with their customers. These learnings served as a baseline for re-design of the application and hardware and rebranding initiative.