Bayer Crop Science Canada
DEKALB East Retail Portal
Overview
I led the design of a SaaS platform for DEKALB retailers, enabling them to create clear, personalized seed recommendations for growers across Eastern Canada. The project addressed a fragmented workflow, where insights were spread across spreadsheets, PDFs, emails, and memory, making it difficult to deliver consistent, high-quality guidance at scale.
The platform reimagines how agronomic expertise is applied, transforming it into a streamlined system for building, customizing, and sharing recommendations with confidence.
Problem
DEKALB offers a wide portfolio of seed products across soybeans, corn, and canola, each with different traits, maturity windows, and performance characteristics.
That complexity is powerful… but only if retailers can translate it into clear recommendations.
The gap:
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Retailers rely heavily on tribal knowledge
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Recommendations are time-intensive to build
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Reports are inconsistent between reps
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Follow-ups and historical context are hard to track
The result: lost time, missed opportunities, and weaker client relationships
Goal
Create a tool that helps retailers:
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Build high-quality seed recommendations in minutes
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Tailor insights to each grower’s specific conditions
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Reuse and evolve past recommendations
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Deliver outputs that feel premium, not templated
Challenges
The challenge wasn’t access to data, it was turning that data into decisions.
DEKALB retailers needed to translate a complex product portfolio and regional agronomic factors into clear, actionable recommendations for each grower. But without a unified workflow, that process was fragmented and highly manual.
This created gaps in consistency, efficiency, and scalability — making it harder to deliver the level of guidance growers rely on.
Solution
A centralized recommendation engine designed around how retailers actually think and work.
Not a database.
Not a CRM.
A decision tool.
