Role
Team
Timeline
My Goal: Simplify the app's design, enhance user engagement, provide personalized and region-specific content, and ensure the app functions effectively in varying field conditions, including offline scenarios.
To ensure the app redesign was grounded in real user needs, we conducted an intensive month-long user research initiative involving user cohort interviews across Indonesia, Pakistan, and Thailand. This qualitative research approach allowed us to delve deep into the experiences, challenges, and expectations of farmers in these regions.
Methodology: Engaged with diverse farmer groups through interviews and field observations to gather insights into their daily routines, technological proficiency, and specific agricultural challenges. Some of the key insights from the user interviews were,
Information Accessibility
Farmers expressed a need for timely and easily accessible information on crop management, pest control, and weather forecasts.
Language and Literacy
Language barriers and varying literacy levels highlighted the necessity for multilingual support and intuitive, non-textual interfaces.
Connectivity Issues
Limited internet connectivity in rural areas underscored the importance of offline functionality.
Trust and Credibility
Farmers preferred information from trusted sources and valued community recommendations
Inconsistent Navigation: The previous app version had a cluttered and inconsistent navigation structure, leading to confusion among users.
Limited Crop Support: The app supported a limited number of crops, which did not align with the diverse agricultural practices in the target countries.
Inadequate Offline Functionality: Farmers often operate in areas with limited internet connectivity, and the lack of offline functionality hindered the app's usability in the field.
Low User Engagement: The app's design did not create an emotional connection with users, resulting in low engagement and adoption rates.
We developed user personas based on insights gathered from our interviews and research. The personas were categorized into three types—Progressive Grower, Reliant Grower, and Conservative Grower—based on their behaviors, daily routines, farming practices, and key challenges.
Competitor Analysis
Before redesigning the app, we conducted a competitive benchmark analysis to understand how other agricultural platforms were addressing similar challenges.
How We Applied These Learnings:
Introduced offline functionality for key features.
Revamped the content recommendation engine to provide localized crop management insights based on the user’s region.
Optimized the navigation structure based on best practices from leading competitors.
Information Architecture
To streamline access to critical farming insights, we restructured the app’s Information Architecture (IA) based on user research and competitor findings.
Result:
Farmers found relevant information 40% faster compared to the old structure.
Increased daily engagement as users could quickly access their most-used features.
1. Simplified Navigation Structure
Outcome:
✅ Greater discoverability of business-critical programs such as IMPACT & Instant Coffee, leading to increased user engagement and session depth.
Recognizing mobile-heavy traffic, I redesigned menus as collapsible, tap-friendly patterns and ensured navigation remained just as intuitive on smaller screens.
Sucafina lacked standardization in UI patterns. I extended their design system, built reusable components, and created a style guide defining typography, button states, colors, and layout behavior.
Once the new IA and UI updates were implemented, we conducted usability testing with farmers across APAC.
Key Insights from Testing:
Farmers preferred a region-based dashboard for immediate access to weather & market prices.
The simplified navigation reduced task completion time by 30%.
RTL adjustments significantly improved usability for Urdu-speaking users in Pakistan.
Users requested more offline access, leading us to expand caching capabilities.
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🔍 A/B testing navigation patterns for further optimization.
📊 Integrate advanced behavioral analytics to refine feature prioritization.
🌍 Expand localization efforts for additional APAC markets.