Relocation of job
Relocation of job
A relocation occurs when you move to another city or state for a job. People relocate for jobs every day for a variety of reasons. A relocation takes a lot of thought and planning. Fortunately, you can take certain steps to evaluate whether a job-related move is right for you. And, if it is, you can begin to plan for your next home.
A relocation occurs when you move to another city or state for a job. People relocate for jobs every day for a variety of reasons. A relocation takes a lot of thought and planning. Fortunately, you can take certain steps to evaluate whether a job-related move is right for you. And, if it is, you can begin to plan for your next home.
Digitization Of Agriculture In India
Digitized agriculture leverages AI, sensors, drones, and data analytics to optimize farming, boosting efficiency, productivity, and sustainability.
OVERVIEW
The project is to create a smallholder agronomic platform that fosters collaboration, enables data-driven decision-making, and enhances the livelihoods of all stakeholders involved. Our goal is to support the Indian farming community through our mobile agri-care app by reducing costs and significantly improving process efficiency.
MY ROLE
Senior UX Designer & Mentoring
Usability testing, User Research, Interactive Prototypes, System design, High-Fidelity Mockups
Feb 2021-Jan 2022
CONTEXT AND ADDRESSING KEY BARRIERS
When I joined the product team, a basic version of the app had already launched and was performing well. Working closely with three engineers, two product managers, a data scientist, and two designers, I led the design of the mandi price and onboarding features, applying user adoption strategies to enhance both new and existing experiences.
As I moved into a new project, I entered an undefined space with a vague vision and no clear problem. To close this gap, I turned to the users—particularly those experiencing low engagement or churn. Through direct interviews, small-scale testing, and analysis of reviews across online and offline channels, I uncovered recurring pain points that helped shape our direction.
These insights not only grounded our design approach but also enabled me to mentor fellow designers and strengthen our overall design practice.
THE PROBLEM
CHALLENGES TO BE SOLVED
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Low Trust & Adoption: Accurate and timely market information
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Complicated Onboarding: low digital literacy and language barriers.
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Inefficient Navigation: Unintuitive, relevant mandi prices.
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Lack of Personalization: Personalized, real-time information
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Feature Discoverability Issues: Driving app engagement
APP REVIEWS AND TEST FEEDBACK.
User Research
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To understand their behavior, need
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How to shape the business use case with the user needs
UNDERSTANDING USER DEMOGRAPHICS
Initial research
So I spent about a month touring and interviewing farmers in several villages across Karnataka and Maharashtra. In Karnataka, we visited villages near Doddaballapur, Hampi, Belgaum, Hubli, and Davangere, while in Maharashtra, we explored villages around Pune, Nashik, and Baramati.
Focus Group Interviews
We conducted focus group user interviews with existing and potential users of the application and asked them about their perceptions, opinions, beliefs, and attitudes toward general farming practices. This helped us gain an understanding of the various aspects of farming and the farmer’s psyche.
Observational research
Using the observational research method, we captured farmer’s behavior in their natural environment. It helped us directly look at what farmers are actually doing, what kind of routines they could have with the application, and how the application can be used in different contexts of their lives.
This exercise helped us understand farmers' goals, motivations, and expectations, guiding us to address their frustrations.
FURTHER RESEARCH TO GRASP MARKET DYNAMICS
Questionnaire
Demographics
Target Audience
Competitor
Insights
How can we design a smallholder agronomic platform that fosters collaboration, enables data-driven decision-making, and enhances the livelihoods of all stakeholders involved, while ensuring an intuitive and seamless user experience?
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Fostering Collaboration and Connection: The project connects diverse groups across India, overcoming language barriers to understanding farming livelihoods. This aligns with your passion for creating systems that bridge gaps and enhance collaboration.
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Data-Driven Empowerment: Focusing on data-driven decision-making, mirrors your interest in designing intuitive interfaces that empower users to make informed choices, ultimately improving their effectiveness and outcomes.
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Improving Livelihoods: The project's goal of enhancing stakeholders' livelihoods resonates with your commitment to designing solutions that do more than just solve problems but uplift the quality of life for individuals involved, including offering vital resources like proper mandi prices.
ATTRIBUTES TAKEN IN CONSIDERATION
User Adoption
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Onboarding
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Customization
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Key features
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Self -serve features
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In app flows to show new or used features
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User feedback on friction points
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A/b testing
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Re-engage with inactive users
Brainstorm to organise and categorise the problem
Synthesizing Insights
On the basis of emotional context map and business requirements
Often prioritizes breadth of features to appeal to a wider audience.
KEY FEATURES DEVELOPED
Onboarding
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App Concept: Designed to help the Indian farming community optimize resources and maximize yields and profits through information and features provided within the app.
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Onboarding Process: Simple and informative, aimed at helping farmers understand how to use the app easily and without confusion.
Guide to Designing a Seamless Onboarding Process for Farmers:
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Understand the Farmers' Context
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Simplified Sign-Up Process
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Localized UI/UX
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Visual and Audio Guides
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Demonstrate Value Quickly (e.g., incentives for registration)
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Offline Access
Market Prices
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Price Sourcing: Daily price data is collected from 167 markets (Mandis) nationwide for over 60 crops, with information gathered by on-field staff from an external agency.
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Market Access: Farmers can view price information for all selected crops from any Mandi within their state or across the country.
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Price Trends: Farmers can track maximum and minimum price trends for the last 10 days.
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Popular Feature: This is the most frequently used feature on the app, with around 40% of daily active users engaging with it.
In app Flows
Guided flows provide users with a quick and immediate introduction to new features, eliminating the need to search for the feature, consult help center articles, or contact your support team.
Feedback
- user feedback on friction points and what they plan to accomplish with your tool
Collecting customer feedback from users is the most accurate way your team can identify growth and adoption tactics for your product.
We can use digital adoption platforms, chatbots, or survey tools to consistently gather insight from users regarding their experience with your product and what we can do to improve it. With these tools, we can also target your feedback collection at points in the product journey where you’ve noticed lower levels of engagement.
Usability Study
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Digital literacy of the farmers
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Complicated data entry
TESTING AND VALIDATIONS
User Testing
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Conduct usability tests to observe how users interact with the product.
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Identify pain points, confusion, and areas for improvement.
Surveys and Feedback Forms
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Collect qualitative and quantitative data about users' experiences and satisfaction.
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Use tools like Google Forms or Useberry for efficient data gathering.
Testing -Mandi feature
Onion
Tomato
KARNATAKA
28 Users
Participated in the test
3mins
Avg. time spent
6 Screens
English, Kannada
> 80%
Overall response
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Farmers from Karnataka own 2 to 6 acres of land.
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Farmers visit the markets 5-8 times per month
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Users with their smartphones and owning land was 100%
ACCUMULATING FEEDBACK
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Unclear Feedback Option: Users couldn’t find where to report inaccurate prices.
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Difficult Market Search: Markets were hard to find; not all Mondays appeared consistently.
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Confusing Navigation: Frequent taps on bottom navigation led users off-track.
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Loss of Simplicity: The previous version was easier—prices were visible upfront.
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Hidden Actions: Adding crops and following/unfollowing markets wasn’t intuitive.
We also did heatmap to understand the clicking of users in the application.
VISUAL GUIDELINE GLIMPSE
The visual design emphasizes clarity and accessibility, using earthy tones, icon-driven navigation, and high-contrast text for readability in outdoor conditions. Imagery focuses on real-life farming scenarios, reinforcing trust and relatability. The UI elements prioritize essential information, ensuring a seamless and efficient user experience tailored to the needs of Indian farmers
With an intuitive interface, we ensure ease of use for farmers, integrating regional languages and simple navigation.
FRESH PERSPECTIVE
Customized messaging based on application engagement
The market query search box emerged as a key feature for users
User can can search markets acoording to kms
The process for adding and removing crops is now clearly defined and seamlessly integrated.
User can follow market upfront
Feedback Buttons have
given a different style where
buttons are prominent to the users.
The button of “yes and no“ are boldly placed so that user can easily locate it.
Seeing Results
After testing, we enhanced customization options by incorporating real-time market prices across the country, making them easily accessible within the app to drive user adoption. With the latest app update released, we're excited to gather data and leverage it for more informed design decisions.
POSITIVE OUTCOME
Improved Navigation and Understanding:
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Notifications: Farmers found the notification feature easy to use. They prefer concise notifications over detailed text and favor receiving notifications at specific times (morning/evening).
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Location Preference: Changing the location as per user preference was straightforward and clear.
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Mandi: Adding favorite markets was easy, but users suggested clearer cues (e.g., a clickable button) would improve usability.
CHALLENGES IDENTIFIED
Step Decline in Feature Engagement:
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While the payment process improved, other features experienced reduced engagement. This may indicate user attention being drawn to specific features at the expense of others.
Notification Interaction Behaviour:
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Users often tapped on images within notifications without reading the accompanying text, potentially missing critical context.
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Users expressed the need for more tailored notifications relevant to the features they use.
Crop Management Difficulties:
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Adding Favourite Crops: 90% of users found the drag interaction challenging. Although they adapted once shown, this highlights a lack of intuitive design.
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New UI Solution: The updated UI prominently displays crop management with a clear layout (seasonal crops, add crop, and non-seasonal crops).
POTENTIAL IMPROVEMENTS
Improved Engagement with Notifications:
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Consider adding a brief tutorial or visual indicators to encourage users to read before tapping.
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Allow personalized notification settings (e.g., specific features of interest) to cater to user preferences.
Simplify Complex Interactions:
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Replace or supplement drag-and-drop interactions with more accessible alternatives, such as buttons or menus, for actions like adding crops.
Feature Visibility and Prioritization:
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Analyze why certain features saw a decline in usage post-launch and consider emphasizing them within the user flow, notifications, or onboarding materials.
Enhancements:
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First-Person Tone: The use of conversational, first-person content made the app more engaging for users.
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Market Details Page: Redesigned graphs and trends on market detail pages simplified understanding price transactions and trends over multiple days. Feedback mechanisms and other crop price comparisons were prominently added.
To assess your platform's impact on smallholders
Adoption & Onboarding
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Activation Rate – % of users completing onboarding.
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Drop-off Rate – % abandoning onboarding.
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Time to First Action – Time taken for the first meaningful interaction
Engagement & Retention
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DAU/MAU & Stickiness Ratio – Frequency of user return. (How to Improve: Personalized notifications, feature discoverability, relevant recommendations.)
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Feature Engagement – % using core features like mandi price checks.
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Session Duration – Time spent per visit.
Trust & Data Reliability
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User-reported Errors – Flagged incorrect data.
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Price Trend Interactions – % checking historical trends.
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Data Satisfaction Score – Survey-based accuracy perception.
Business & Impact
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Market Price Awareness – % reporting better price knowledge.
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Revenue Impact – Profit increase from informed decisions.
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Repeat Usage & Referrals – Indicators of platform trust
How to Measure & Improve
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Use Google Analytics, UXCam
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Apply heatmaps, A/B tests, and surveys for insights.
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Optimize onboarding, feature discoverability, and engagement loops.
Project Learnings
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Simplicity is Key
As designers, it's easy to be drawn to trendy and unconventional designs. However, it's crucial to stay anchored to the 'why'—understanding users, their challenges, and crafting solutions that truly address their needs.
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Focus on Priorities
Aligning user needs with business goals is essential. Conduct testing before development, and if necessary, build an MVP for select users. This approach helps filter out out-of-scope requests that could derail the project, ensuring the timely delivery of a high-quality product.
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Embrace Early and Continuous Feedback
Many would rather be comforted by praise than challenged by critique. Engaging stakeholders and users from the start—through paper sketches, low-fi, or hi-fi prototypes—saves time, prevents rework, and leads to better outcomes.
We got the NEW challenge and improvement.
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