Helping farmers make confident buying decisions
Designing an experience that empowers farmers with clear information and expert guidance when it matters most.
Role
Product Designer
Industry
Agritech
Duration
6 months
Overview
Overview
Context
DeHaat is an Agri-Tech company serving 500K+ farmers across India with end-to-end agricultural solutions. The hyperlocal feature connects farmers to nearby DeHaat Centers for doorstep delivery of agricultural inputs. Despite having 65,000+ monthly orders, the platform faced significant user experience challenges that hindered adoption and satisfaction.
Context
DeHaat is an Agri-Tech company serving 500K+ farmers across India with end-to-end agricultural solutions. The hyperlocal feature connects farmers to nearby DeHaat Centers for doorstep delivery of agricultural inputs. Despite having 65,000+ monthly orders, the platform faced significant user experience challenges that hindered adoption and satisfaction.
Problem
Based on the research we arrived at two main problems which needed to be addressed in order to improve farmers' experience of the app:
Farmers' depended heavily on field executives for guidance due to which farmers struggled to independently use the app, they relied for product suggestions and even placing orders on their behalf.
The existing interface violated multiple usability principles and lacked visual consistency, making it difficult for farmers to understand, navigate and trust the platform.
Problem
Based on the research we arrived at two main problems which needed to be addressed in order to improve farmers' experience of the app:
Farmers' depended heavily on field executives for guidance due to which farmers struggled to independently use the app, they relied for product suggestions and even placing orders on their behalf.
The existing interface violated multiple usability principles and lacked visual consistency, making it difficult for farmers to understand, navigate and trust the platform.
Outcome & Impact
We introduced two major solutions:
Expert video consultations to provide real-time guidance, resolve issues faster, and build confidence in app-based purchasing.
Farmshop redesign to improve discoverability, simplify navigation, and strengthen trust through consistent visuals, ratings, and reviews.
Outcome & Impact
We introduced two major solutions:
Expert video consultations to provide real-time guidance, resolve issues faster, and build confidence in app-based purchasing.
Farmshop redesign to improve discoverability, simplify navigation, and strengthen trust through consistent visuals, ratings, and reviews.
Research & Insights
User research included competitor analysis, heuristic evaluation, and farmer interviews, which revealed the following core insights:
Two distinct user groups emerged: Traditional farmers (35+), who preferred field-executive led buying and showed low app adoption, and Progressive farmers (22+), who were more tech-savvy but disengaged due to poor information clarity.
Lack of reliable in-app guidance led both groups to distrust the platform and depend on field executives or other platforms for critical decisions.
Slow problem resolution was a major pain point, as delays directly impacted crops and farmer livelihood.
Usability, accessibility, discoverability, and visual design issues compounded friction and reduced overall confidence in the app.
Research & Insights
User research included competitor analysis, heuristic evaluation, and farmer interviews, which revealed the following core insights:
Two distinct user groups emerged: Traditional farmers (35+), who preferred field-executive led buying and showed low app adoption, and Progressive farmers (22+), who were more tech-savvy but disengaged due to poor information clarity.
Lack of reliable in-app guidance led both groups to distrust the platform and depend on field executives or other platforms for critical decisions.
Slow problem resolution was a major pain point, as delays directly impacted crops and farmer livelihood.
Usability, accessibility, discoverability, and visual design issues compounded friction and reduced overall confidence in the app.
Solution Highlights
Faster Problem Resolution: By connecting farmers with expert to get faster problem resolution and increasing product discoverability
Increased Discoverability: By eliminating long horizontal scrolls in product categories and providing better bigger and better categories
Boosting Trust: By introducing reviews by Dehaat Centres and farmers to help farmers buy better products
Solution Highlights
Faster Problem Resolution: By connecting farmers with expert to get faster problem resolution and increasing product discoverability
Increased Discoverability: By eliminating long horizontal scrolls in product categories and providing better bigger and better categories
Boosting Trust: By introducing reviews by Dehaat Centres and farmers to help farmers buy better products
Key Takeaways
Research reshapes the problem, not just the solution: I started with a solution-led mindset, but farmer interviews revealed deeper challenges that changed the project direction and reframed the core problem.
Trust outweighs UI polish: Since agri-input purchases affect farmers’ livelihoods, guidance and reassurance proved more valuable than purely aesthetic improvements.
UX decisions should trace back to research: Every major design decision was grounded in interviews, heuristic analysis, or competitor learnings, helping avoid assumption-based choices.
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