CONTENT DESIGN, UX WRITING & DESIGN
UX Design & Writing For Agri App, Desktop & Mobile
I led the UX design and writing for AgriOne, an innovative end-to-end agricultural platform that provides comprehensive tracking and management from farm to table. Emphasising regenerative farming practices, AgriOne is the first database to encompass the entire agricultural ecosystem, integrating stakeholders such as farmers, their communities, investors, partners, and consumers. The platform has localisation capabilities potential to cater to diverse user needs across various regions.
Initially developed as a web application, I collaborated with the development team to extend AgriOne into a mobile app, ensuring seamless functionality and user experience across devices.
The mobile app primarily serves farmers, assessors project managers, and community members, providing them with accessible tools for real-time data entry and management. As the platform evolves, consumers will also engage with AgriOne through the mobile app, enhancing transparency and connection within the agricultural supply chain.
overview
The Project
The challenge
Designing the AgriOne platform presented distinct challenges for both the mobile and desktop applications, each requiring tailored UX strategies to meet the specific needs of their users. MOBILE APP CHALLENGES The mobile app is primarily intended for use in the field by farmers, workers, and members of the farming community. Key challenges included: + Literacy and Language Barriers: Many users may have limited literacy skills and may not even speak English, necessitating an interface that relies minimally on text and supports multiple languages. + Complex data entry: Farmers are required to record detailed information that influences the quality of data available to various stakeholders. Simplifying this complex process is crucial to ensure accuracy and consistency. + Environmental Factors: The app is used outdoors, exposing users to varying weather conditions and lighting, which can impact screen visibility and usability. + Device Limitations and Connectivity: Users may have basic smartphones with limited processing power, and may operate in areas with low bandwidth or intermittent internet connectivity. + User Engagement: The app must be exceptionally user-friendly to motivate consistent and correct usage among farmers, despite the aforementioned challenges. DESKTOP APP CHALLENGES The desktop application serves a diverse group of stakeholders, some who would work on the desktop app almost exclusively, and some like project managers and assessors, who may use both desktop and the mobile platforms interchangeably. Challenges in this context included: + Data Synchronisation: Ensuring that data collected in the field via the mobile app updates in real-time on the desktop platform, and vice versa, to maintain consistency across devices. +Offline Functionality: Providing robust offline capabilities so that users can continue their work seamlessly without internet access, with automatic data synchronisation once connectivity is restored. + Cross-Platform Consistency: Maintaining a uniform user experience across both desktop and mobile applications to reduce the learning curve and prevent errors when users switch between devices. + Privacy and Data Security: Managing varying levels of data access and permissions among different stakeholders to protect sensitive information while facilitating necessary collaboration. + Usability Across User Roles: Designing an interface that accommodates the diverse needs and workflows of various stakeholders, ensuring that the platform is intuitive and efficient for all user types. Addressing these challenges required a user-centred design approach, focusing on accessibility, simplicity, and adaptability to create a platform that effectively serves the entire agricultural ecosystem.
the research
Developing the AgriOne platform required a comprehensive research phase to address the diverse needs of stakeholders across both desktop and mobile applications. THE PROCESS 1. Understanding User Needs + Interviews: We conducted extensive interviews with various stakeholders — farmers, assessors, community members, investors, and consumers — to gain insights into their roles, challenges, and expectations from the platform. + Audience Segmentation and Personas: We then developed detailed personas for each target group, capturing demographics, goals, pain points, and technological proficiency. This ensured the platform's design was tailored to real-world users. 2. Mapping User Journeys + User Journey Mapping: I visualised the steps each persona would take to accomplish tasks within the platform, highlighting potential friction points and opportunities to enhance user experience. 3. Information Architecture and Wireframing + Flow Diagrams: In collaboration with the team, I created flow diagrams for both desktop and mobile applications to delineate user interactions and data flow, ensuring intuitive navigation and functionality. + Wireframes: Then I developed basic wireframes to outline the layout and interface elements, focusing on the specific features each user group would need for information access and data input. 4. Localisation and Scalability Research + Best Practices and Cost Analysis: I investigated localisation strategies, considering factors like translation accuracy, cultural relevance, and associated costs to make informed decisions on implementation. + Iconography: I explored the use of universally understood icons to bridge language barriers, enhancing usability for non-literate or non-English-speaking users. + Phased Rollout and Scalability: Understanding the vision of the product manager and what we could practically accomplish within the constraints of a start-up, we planned a phased rollout strategy to accommodate different user groups, ensuring the platform could scale effectively across diverse regions and communities. 5. Competitive Analysis + Market Research: I examined existing solutions addressing segments of the agricultural supply chain to identify gaps and opportunities, confirming that while some competitors offered partial solutions, none provided a comprehensive end-to-end platform like AgriOne. This multifaceted research approach laid a solid foundation for designing a platform that would be user-centric, culturally sensitive, and capable of transforming agricultural management from farm to table.
DESIGN
The design phase of the AgriOne platform was a collaborative endeavour that integrated input from stakeholders, the development team, and end-users to create a seamless and functional experience across both desktop and mobile applications. STAKEHOLDER COLLABORATION & USER TESTING Engaging with a diverse group of stakeholders, including farmers, assessors, project managers, and consumers, was pivotal. Regular workshops and feedback sessions ensured the platform addressed the varied needs of its users. Field testing with farmers provided invaluable insights into practical challenges faced during daily operations, allowing for iterative design improvements. DATA INTEGRITY, PRIVACY & REGULATORY COMPLIANCE Ensuring data integrity and compliance with privacy regulations was paramount. We implemented role-based access controls, requiring passwords and permissions tailored to specific user groups. This approach safeguarded sensitive information while facilitating necessary data sharing among authorised users. CONSISTENCY & SEAMLESS OPERATION To provide a uniform experience across devices, I developed a comprehensive style guide detailing design principles, UI components, and interaction patterns. I conducted workshops to familiarise the development team, designers, the product manager and the marketing team with these guidelines, promoting consistency and reducing the learning curve for users transitioning between desktop and mobile interfaces. READABILITY & ACCESSIBILITY ADVOCACY Recognising the challenging environments in which the mobile app would be used, we prioritised readability and accessibility. We had to incorporate features such as adjustable text sizes, and high-contrast colour schemes. I highlighted other necessary measures, like support for multiple languages, that we could not implement immediately due to budgetary and priority constraint, but would be crucial to the usability of the app for users. We also introduced light and dark modes to accommodate varying lighting conditions, enhancing screen visibility during bright midday sun exposure., for example. ADDRESSING ENVIRONMENTAL & TECHNOLOGICAL CONSTRAINTS + Screen Glare: To combat screen glare in bright sunlight, we selected coloUr palettes and font sizes that maintained readability under direct light. Additionally, the implementation of dark mode provided an alternative viewing option in high-glare situations. + Connectivity Challenges: Given the limited mobile reception in rural areas, we designed the app with robust offline capabilities. Users could input data offline, with automatic synchronisation occurring once an internet connection was re-established. + Data Usage Considerations: To accommodate users with limited data plans, we optimised the app to minimise data consumption. This included compressing data transfers and allowing users to schedule updates during periods of better connectivity. +Incentivising App Usage: To encourage consistent use among farmers, we integrated features that provided tangible benefits, such as real-time agricultural commodity prices, freight rates, and weather alerts. Incorporating storm and flood warning systems enabled proactive decision-making, directly impacting productivity and safety. + Collaborations for Enhanced User Experience: Working closely with our data scientist, we developed tools aimed at reducing cognitive load. By presenting complex data in intuitive formats and offering actionable insights, we empowered users to make informed decisions efficiently. UX PRINCIPLES FOR SIMPLIFICATION Applying UX best practices, we streamlined complex processes. + Progressive Disclosure: Presenting information progressively to prevent overwhelming users, revealing details as needed. + Intuitive Navigation: Designing clear, straightforward pathways to essential functions, reducing the steps required to complete tasks. + Feedback Mechanisms: Providing immediate, clear feedback for user actions to confirm successful operations or highlight errors. By addressing the unique challenges of both desktop and mobile environments, the AgriOne platform was designed to be a user-friendly, reliable tool that meets the diverse needs of the agricultural community.
OUTCOME & LESSONGS LEARNED
The development of the AgriOne platform was an intricate endeavour aimed at uniting a diverse range of stakeholders within the agricultural sector. Despite the project's complexity, the project delivered several key outcomes, and I learned some valuable lessons. OUTCOME + Geolocation and Disaster Warnings: The integration of geolocation services and real-time disaster alerts significantly enhanced farmers' preparedness and response to environmental challenges, thereby safeguarding livelihoods and resources. + Transparent Real-Time Information: Providing procurers with up-to-date data streamlined planning and procurement processes, fostering efficiency and trust within the supply chain. LESSONS LEARNED +Balancing Diverse User Needs: Catering to the varied requirements of all personas proved impractical within a single application framework. To address this, I suggested we explore modular designs that would allow users to access specific sections pertinent to their roles, ensuring both customisation and integration. + Necessity of Localistion: Effective localisation is paramount, particularly for farmers. Without tailored language support and culturally relevant interfaces, user adoption and accurate data input would be compromised, undermining the platform's overall efficacy. However, localisation requires much effort and funds, and the stakeholders felt the app would be accessible enough in English. I disagree. The foundation of the data ecosystem is the farmers' input. And yet forcing English as the presumed universal language perpetuates digital colonialism, especially significant considering the geography and background of the particular groups of farmers using the platform, and for whom the platform is meant to equalise the playing field. + Ensuring Data Quality: The platform's success hinges on the accuracy and completeness of data entered by farmers. Implementing user-friendly interfaces, providing comprehensive training, and offering continuous support are critical strategies to promote meticulous data entry. + Long-Term Commitment: Given the project's scale, a phased, multi-year implementation was necessary. This approach allowed for iterative testing, feedback incorporation, and gradual scaling to accommodate the agricultural ecosystem's complexity. In summary, while the AgriOne project presented formidable challenges, it underscored the importance of adaptability, user-centric design, and sustained engagement to develop a platform capable of transforming the agricultural landscape.
