Prosperous agriculture ecosystem

Client

The Climate Corporation

Project

Agriculture

Platform

Mobile

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The Challenge for us

Farmrise posed multiple challenges for us; The first and foremost was the ambiguity of the scope of the project as we did not know to what extent the app can be of the assistance to the farmers. Second, we had to understand the farmer's community, the complete steps in agriculture cycle along with the ecosystem even before we could ideate on the design solution. Third, we had challenges interviewing farmers and making them feel comfortable because of language restrictions; even though we had translators, it was really difficult. And, finally, the usability testing had to be undertaken at every step to test and check if the target audience was able to understand and benefit from the app.

02

Discover

Climate Corp is a multinational agrochemical and agricultural biotechnology corporation helping large and small-scale farmers all over the world by increasing their profitability through yield enhancements and proposing sustainable farming solutions.

The client approached Lollypop with the agenda of augmenting the user experience and further develop feature capabilities of one of their android application called FarmRise. This app  was conceptualized to help the Indian farmer community optimize their resources and maximize their yields and profits by utilizing the information and attributes provided on the app.

03

Define

In order to provide the best possible experience to the farmer, it was important that Lollypop team had a clear understanding of the current user groups and potential target audience the app was going to serve. We began with research, we had multiple sessions with the FarmRise team, stakeholders, and the key decision makers to gain a better understanding on agronomy, application, the vision of the company and goals of the app we were to design. Second, we conducted Ethnographic Research, such as user interviews and observational research techniques with 150+ farmers over a period of 3 months in several villages of Karnataka and Maharashtra.

The research helps us gain an insight on the farmers day to day activities, processes, crop cycles, and the cognitive factors that help him in decision making. We also understood the ecosystem in which farmer operates, the frustrations that they go through along with the factors that could motivate them; and these helped us craft out various features in our app.

The insights from research clearly directed us in mapping the scope of the project. With our findings, we proposed that it was crucial for the app to be ecosystem-centric product instead of being just a farmer-centric product. Since we were designing for an unconventional audience and for the ones who had experienced internet over their mobiles first; the user orientation, expectation and usage behaviour differed starkly. Also, most of the user’s were not tech savvy and owned feature phones with low-speed internet. These findings made it very clear that our designs had to be extremely simple and should only incorporate those elements that are a must. Hence, the designed layout is extremely simple and content is the king. Also, we couldn’t make the users spend time and effort searching for what they wanted, so, everything was kept up front.

04

Design

At every point, we have ensured that design does not dictate the content and hence, the visual elements are also scrutinized and thought through at each stage. Every design asset used are clear and concise such as usage of flat colours or arrows instead of dots etc.

Target audience had a greater inclination towards visuals but using pictures was not an option as that would make the app heavy and unusable for the users. Hence, we custom designed the lifelike illustrations that resembled water painting for increased familiarity with the user group. This helped us control the size of the assets and make app functional even at the lowest internet speed while maintaining the engagement.

Noto Sans was our go-to font for two reasons; first, it supports multiple languages where the app was to launch and second, being a google font it was light and would load the fastest. For colours, we stuck to the brand color, green and played around with ample white spaces.

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