Why Understanding Local Users Was the Secret Behind UPL’s Global Digital Success

Why Understanding Local Users Was the Secret Behind UPL’s Global Digital Success

UPL’s mission has always been clear — to empower farmers and agricultural partners worldwide. But when the brand evaluated its digital presence, they realised something important: not all users are the same.

A farmer in Brazil doesn’t navigate like a distributor in Europe.

A partner in India doesn’t search like a buyer in the U.S.

This diversity became the foundation of the entire digital transformation.

Identifying Real User Needs

12Grids began by mapping the needs of UPL’s three primary user groups:

1. Farmers

They needed:

• Simple navigation
• Local language content
• Easy access to product information
• Fast loading on low-speed networks

2. Distributors & Business Partners

They needed:

• Clear product catalogues
• Regional compliance details
• Direct contact pathways
• Structured technical information

3. UPL’s Internal Teams

They needed:

• A flexible system
• Easy content management
• Consistency across global teams
• Faster update cycles

How This Insight Shaped the Solution

With user needs clearly defined, 12Grids crafted a digital ecosystem centred around empathy and accessibility:

• A multilingual, responsive interface
• Mobile-first design for rural users
• Optimized architecture for speed
• A CMS that allowed country teams to manage their own content

This approach ensured each website was not just a digital asset — but a helpful tool for real users.

The Impact

• Farmer-friendly content increased engagement
• Distributors found product information more easily
• Regional teams took control of their own digital presence
• UPL strengthened its connection with millions of users

The big takeaway:

Global digital transformation doesn’t begin with technology — it begins with understanding people.

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