User research · Vækstur · Spring 2026
What 14 farmers told us about planning the season
The product team, Vækstur
Contents
- 01Method
- 02Four findings
- 03In their own words
- 04The biggest surprise
- 05What we're changing now
01 · Method
At the kitchen table
We visited farms and contractors in West and South Jutland. One hour per conversation, in the living room or in the cab.
14conversations
9farmers
5contractors
March 2026 · three weeks in the field
02
Four findings
What came up again, farm after farm.
02 · Findings
How they plan today
01
The plan lives in their head
Only 3 of 14 have a written plan. The rest remember it and pass it on by word of mouth.
02
The phone is the tool
Bookings with the contractor happen by call and text, often the same morning.
03
The weather decides
Everyone checks the forecast several times a day. The plan follows it.
04
Nobody wants to type
If it takes more than a minute, it won't get done out in the field.
My plan lasts until the first rain. Then I start over, in my head.
Arable farmer, 240 hectares, West Jutland
03 · In their own words
What we thought, and what we heard
We thought
We heard
They want a better plan.
They want a plan that's easy to change.
An overview in the office.
An overview in the cab.
More data, better choices.
One button beats ten fields.
05 · Next steps
What we're changing now
1
Plan by voice
Say the plan out loud in the tractor. Vækstur writes it down.
2
Text before app
Bookings go out as plain text messages. The contractor doesn't need to install anything.
3
A plan that bends
When the weather changes, we suggest a new order. You say yes or no.
Thank you
To the 14 who made time in the middle of the spring rush.
Questions: the product team, Vækstur