Horsepower is an ag-oriented e-commerce website that connects farmers and buyers.

  • Contribution: visual design, user research, information architecture, prototyping, front-end development.
  • Teammates: Cody Jenkins, David Isham, Doug Guastaferro, Landon Friend.
  • Duration: 9 Months, July 2012.
  • Sponsor: HP Agrisystems.

When I joined Horsepower, the development team already had a functional website with all the core features available and a minimalist style. My first task consisted of creating a new corporate brand showing the company’s values, and I also wrote a style guide that was used by the rest of the developers and marketing team.

page of the style guide
The style guide showed how to use (and how not to use) the company's logo.

This website was sponsored by the Friend family, farmers based in Tulare, California. The Friends already had a successful experience with a prior non-web version of Horsepower, so they had a solid idea of the business goals and an extensive knowledge of our customers. With the information they provided, we added new features to the site and we reimagined the user experience, culminating with the release of a new version of the site just six months after I joined the team.

wireframe of horsepower
Early wireframe of the home page.

Some quick tech notes: the website was developed using ASP.NET and the front-end I implemented was based on the Bootstrap framework from Twitter, which was new at that time.