UPA

EcosystemInformation architectureDesign sprints
  • 12 regional federations
  • 88 local syndicates
  • 145 specialized groups
Bringing hundreds of agricultural websites into one ecosystem that adapts to each visitor.
The Union des producteurs agricoles speaks for every farmer in Québec. In 2019, each federation, specialized group and syndicate had its own website, and often more than one.

Separate sites for each region, separate sites for each production, separate sites for farmers and for the public. Hundreds of them, each with its own hosting, design and upkeep. The goal was to group them into one ecosystem and save on every one of those costs.

Client
Union des producteurs agricoles (UPA)
My role
Lead designer, strategist and design sprint facilitator
When
2019 to early 2020
Launch
Fall 2022, after three years of work
Scope
2 design sprints, about 50 stakeholder interviews, technical, information and wireframe architecture
Interviewed about 50 stakeholders across federations, specialized groups and syndicates to learn what each one needed to say, and to whom.
Ran a first design sprint with a UPA team to find one answer for all those websites and decide what mattered to communicate to each audience.
Ran a second sprint with the same team on change management and a long-term plan to bring every stakeholder on board.
Structured the whole ecosystem in three layers: the technical architecture, the information architecture and the wireframes.

Where UPA is today

UPA turned 100 on October 2, 2024. Its website still opens on one shared portal: choose the provincial site or one of 12 regions, then producer or citizen. Each regional federation keeps its own address on the same platform, like lanaudiere.upa.qc.ca. UPA represents about 42,000 farm producers. Figures from upa.qc.ca.

  • 42,000farm producers represented
  • 100years old on October 2, 2024

Curious to know more?

The full story, with the screens and the workshop details, is best told in person. Book 30 minutes with me to talk about it.

Book 30 minutes
In fall 2022, UPA, its 12 regional federations and UPA Développement international went live as one ecosystem: a single portal, one platform, and technology costs pooled into one product. Each regional federation kept its own web address behind the shared portal, and with your permission, geolocation drops you straight into your region.

“Brought together in one digital ecosystem, our sites are now well integrated with one another.”

Martin Caron, General President, UPA · Translated from French, from UPA's launch announcement

Credits

Lead design, strategy and design sprint facilitation
Jean-Sébastien Daigle · Libéo
Sprint team
The UPA team · Union des producteurs agricoles