Product Design
Agrojusto Blockchain
I designed the complete agroalimentary traceability app that helped Agrojusto win the UN Tourism Startup Competition 2024 and contributed to a client restaurant obtaining the Michelin Green Star 2025.
Year :
2024
Industry :
Agricultural - Blockchain
Client :
Agrojusto
Project Duration :
6 months
Client
AgroJusto is a triple-impact platform from Mendoza, Argentina, offering traceability through QR codes for agro-food products. Recognized by the UN in 2021 among the world's top 50 small businesses and named Young Entrepreneur 2025 by FEM.
Challenge
Agricultural producers had valuable stories to tell—sustainable practices, quality processes, certified origin—but had no way to communicate them effectively to consumers. Consumers, for their part, wanted to understand what they were buying but only saw generic products without context.
Agrojusto had the brilliant idea: use blockchain to trace products from harvest to point of sale. But there was a problem: blockchain technology is complex and abstract. For rural producers and average consumers, terms like "blockchain" and "immutable registry" mean nothing. The challenge was to design a system that leveraged blockchain's power without users having to understand it or even think about it.
The problem wasn't just technological—it was narrative. Showing technical traceability data wasn't enough. We needed to tell the product's story: who grew it, how it was cared for, and why it matters. And do it so simply that anyone with a smartphone could understand it in seconds.
Solution
I facilitated two strategic workshops with the Agrojusto team to align expectations and understand how to convert blockchain technology into accessible storytelling. The key insight: blockchain should be invisible. Users don't need to know how it works—they just need to trust that it works.
We designed a 3-step intuitive traceability system where producers register each production stage (harvest, transport, certifications) visually and simply. The system automatically generates a QR code placed on the product. When a consumer scans that QR, they don't see technical data—they see a story: farm photos, producer's name, sustainable practices, transport time.
For the MVP, I focused on designing a differentiated onboarding for producers vs consumers, a step-by-step registration flow with visual feedback, a QR code system with personalised design, and the storytelling experience for consumers. Each screen prioritized clarity over technical complexity.
The project required external credibility to scale. In addition, I designed the pitch deck and presented it to 4 blockchain judges to secure the grant that enabled development. The approach: show social impact and technical viability without unnecessary jargon.
Making technology invisible
The results
Our design drove results on multiple fronts. Consumer engagement with traced products increased 3.2x—consumers didn't just scan codes out of curiosity, they actually changed their purchasing decisions based on the stories they saw.
In November 2024, Agrojusto was named the winner of the 4th UN Tourism Gastronomy Tourism Startup Competition, recognized by the UN and the Basque Culinary Center for its innovative approach to sustainable and scalable gastronomy tourism. This international achievement validated our approach of making traceability accessible.
The most tangible impact: Restaurant Centauro, an Agrojusto client in Mendoza, obtained a Michelin Guide mention thanks partly to incorporating the traceability solution. The ability to demonstrate sustainable ingredient sourcing through the app became a competitive differentiator.
In February 2025, the Mendoza Economic Federation (FEM) named Agrojusto the best young venture of the year, positioning it for national competition. The platform connected producers with consumers in ways previously impossible, turning transparency into commercial advantage.
The best technology is the one you don't see—you only feel its impact.
More Projects
Product Design
Agrojusto Blockchain
I designed the complete agroalimentary traceability app that helped Agrojusto win the UN Tourism Startup Competition 2024 and contributed to a client restaurant obtaining the Michelin Green Star 2025.
Year :
2024
Industry :
Agricultural - Blockchain
Client :
Agrojusto
Project Duration :
6 months
Client
AgroJusto is a triple-impact platform from Mendoza, Argentina, offering traceability through QR codes for agro-food products. Recognized by the UN in 2021 among the world's top 50 small businesses and named Young Entrepreneur 2025 by FEM.
Challenge
Agricultural producers had valuable stories to tell—sustainable practices, quality processes, certified origin—but had no way to communicate them effectively to consumers. Consumers, for their part, wanted to understand what they were buying but only saw generic products without context.
Agrojusto had the brilliant idea: use blockchain to trace products from harvest to point of sale. But there was a problem: blockchain technology is complex and abstract. For rural producers and average consumers, terms like "blockchain" and "immutable registry" mean nothing. The challenge was to design a system that leveraged blockchain's power without users having to understand it or even think about it.
The problem wasn't just technological—it was narrative. Showing technical traceability data wasn't enough. We needed to tell the product's story: who grew it, how it was cared for, and why it matters. And do it so simply that anyone with a smartphone could understand it in seconds.
Solution
I facilitated two strategic workshops with the Agrojusto team to align expectations and understand how to convert blockchain technology into accessible storytelling. The key insight: blockchain should be invisible. Users don't need to know how it works—they just need to trust that it works.
We designed a 3-step intuitive traceability system where producers register each production stage (harvest, transport, certifications) visually and simply. The system automatically generates a QR code placed on the product. When a consumer scans that QR, they don't see technical data—they see a story: farm photos, producer's name, sustainable practices, transport time.
For the MVP, I focused on designing a differentiated onboarding for producers vs consumers, a step-by-step registration flow with visual feedback, a QR code system with personalised design, and the storytelling experience for consumers. Each screen prioritized clarity over technical complexity.
The project required external credibility to scale. In addition, I designed the pitch deck and presented it to 4 blockchain judges to secure the grant that enabled development. The approach: show social impact and technical viability without unnecessary jargon.
Making technology invisible
The results
Our design drove results on multiple fronts. Consumer engagement with traced products increased 3.2x—consumers didn't just scan codes out of curiosity, they actually changed their purchasing decisions based on the stories they saw.
In November 2024, Agrojusto was named the winner of the 4th UN Tourism Gastronomy Tourism Startup Competition, recognized by the UN and the Basque Culinary Center for its innovative approach to sustainable and scalable gastronomy tourism. This international achievement validated our approach of making traceability accessible.
The most tangible impact: Restaurant Centauro, an Agrojusto client in Mendoza, obtained a Michelin Guide mention thanks partly to incorporating the traceability solution. The ability to demonstrate sustainable ingredient sourcing through the app became a competitive differentiator.
In February 2025, the Mendoza Economic Federation (FEM) named Agrojusto the best young venture of the year, positioning it for national competition. The platform connected producers with consumers in ways previously impossible, turning transparency into commercial advantage.
The best technology is the one you don't see—you only feel its impact.
More Projects
Product Design
Agrojusto Blockchain
I designed the complete agroalimentary traceability app that helped Agrojusto win the UN Tourism Startup Competition 2024 and contributed to a client restaurant obtaining the Michelin Green Star 2025.
Year :
2024
Industry :
Agricultural - Blockchain
Client :
Agrojusto
Project Duration :
6 months
Client
AgroJusto is a triple-impact platform from Mendoza, Argentina, offering traceability through QR codes for agro-food products. Recognized by the UN in 2021 among the world's top 50 small businesses and named Young Entrepreneur 2025 by FEM.
Challenge
Agricultural producers had valuable stories to tell—sustainable practices, quality processes, certified origin—but had no way to communicate them effectively to consumers. Consumers, for their part, wanted to understand what they were buying but only saw generic products without context.
Agrojusto had the brilliant idea: use blockchain to trace products from harvest to point of sale. But there was a problem: blockchain technology is complex and abstract. For rural producers and average consumers, terms like "blockchain" and "immutable registry" mean nothing. The challenge was to design a system that leveraged blockchain's power without users having to understand it or even think about it.
The problem wasn't just technological—it was narrative. Showing technical traceability data wasn't enough. We needed to tell the product's story: who grew it, how it was cared for, and why it matters. And do it so simply that anyone with a smartphone could understand it in seconds.
Solution
I facilitated two strategic workshops with the Agrojusto team to align expectations and understand how to convert blockchain technology into accessible storytelling. The key insight: blockchain should be invisible. Users don't need to know how it works—they just need to trust that it works.
We designed a 3-step intuitive traceability system where producers register each production stage (harvest, transport, certifications) visually and simply. The system automatically generates a QR code placed on the product. When a consumer scans that QR, they don't see technical data—they see a story: farm photos, producer's name, sustainable practices, transport time.
For the MVP, I focused on designing a differentiated onboarding for producers vs consumers, a step-by-step registration flow with visual feedback, a QR code system with personalised design, and the storytelling experience for consumers. Each screen prioritized clarity over technical complexity.
The project required external credibility to scale. In addition, I designed the pitch deck and presented it to 4 blockchain judges to secure the grant that enabled development. The approach: show social impact and technical viability without unnecessary jargon.
Making technology invisible
The results
Our design drove results on multiple fronts. Consumer engagement with traced products increased 3.2x—consumers didn't just scan codes out of curiosity, they actually changed their purchasing decisions based on the stories they saw.
In November 2024, Agrojusto was named the winner of the 4th UN Tourism Gastronomy Tourism Startup Competition, recognized by the UN and the Basque Culinary Center for its innovative approach to sustainable and scalable gastronomy tourism. This international achievement validated our approach of making traceability accessible.
The most tangible impact: Restaurant Centauro, an Agrojusto client in Mendoza, obtained a Michelin Guide mention thanks partly to incorporating the traceability solution. The ability to demonstrate sustainable ingredient sourcing through the app became a competitive differentiator.
In February 2025, the Mendoza Economic Federation (FEM) named Agrojusto the best young venture of the year, positioning it for national competition. The platform connected producers with consumers in ways previously impossible, turning transparency into commercial advantage.
The best technology is the one you don't see—you only feel its impact.