UX Research
Case Study: Yara FarmCare App's
Map-my-farm feature
Conducted research on the FarmCare App's Map-my-Farm feature that allows farmers to measure their farm and plan crop rotations. Identified challenges faced by users and suggested improvements.
DURATION:
2 months
SKILLS:
User Interviews, Usability Testing, Remote Testing, Competitor Analysis, Stakeholder and Relationship Mapping
TEAM:
Led initiative in the Yara International UX Research Team



Overview:
The Yara FarmCare app is used primarily by farmers to buy fertilizers and other farm products. The service had also expanded to multiple regions with their agri-tech applications designed to make certain tasks easier for the farmers. One such feature was the map-my-farm feature. Yara launched the feature but it was not being used as much as expected. So, our task was to find out what the issues in the current process was and what we could do to improve it.
I drafted a detailed research plan followed by foundational and exploratory research plans to expand the feature into new emerging markets.
Research Approach:
1. Competitor analysis
2. Telephone Interviews with Farmers in different states in India
3. Enrolling Farmers in remote usability testing
4. Performing remote usability testing of feature
5. Perfoming multiple rounds of research
The collected data was analysed to reveal instructional and technical issues. We also uncovered infrastructural issues as well as localisation and digital literacy issues. Insights from the research informed prototypes and strategic recommendations for a redesigned field mapping experience. It also uncovered the needs of the farmer and how those could be incorporated into an improved experience.
Insights and findings were influential in the redesign of the feature, which eventually was launched in new markets as an improved product.
The research also uncovered other unrelated issues that were taken up by the design and research teams for further improvement of experiences and were woven into the business strategies for the upcoming quarters.
NOTE: The information for this project cannot be published on this website.
However, I am open to discussing my work and findings.