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 insight on the farmers day to day activities, processes, crop cycles, and the cognitive factors that help them in decision making. We also understood the ecosystem in which the farmers operate, 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 users 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.