FARMER Community apps
Embedded Files
Iterate on the evaluation of the post experience
project context
project context
Farmers Community App in Thailand
Farmers Community App in Thailand
The community enables farmers to share farming knowledge and seek expert validation of their practices.
My role:
UX research | UX/UI Designer
Team size: Base on project phase
1-2 Project managers | 1-2 Business Analysis
1 QA | 2-10 Developers
My contribution
My contribution
discover
discover
Problem statement
Problem statement
Farmers face challenges in finding reliable farming practices from social media, often resulting in significant crop and profit losses.
Farmers face challenges in finding reliable farming practices from social media, often resulting in significant crop and profit losses.
Discovery workshop
Discovery workshop
The workshop focuses on product visioning, detailing features, and mapping the journey from the proof of concept that the clients have completed.
Key contribution
Key contribution
Elaborate more on the users' journey based on client’s pre-discovery findings.
Craft MVP version
Learning
Learning
Farmers might also explore knowhow among friends on social media
Project goal
Project goal
Create a platform for Thai farmers to share and access reliable agricultural knowledge.
Research & Insight
Research & Insight
Methodologies
Methodologies
Top 3 Insight
Top 3 Insight
Area conditions
Farmers seek farming knowledge only from their own area.
The most rely on farming experts.
Farmers seek farming knowledge only from their own area.
80% of farmers are now using social media platforms regularly
Facebook serves as a channel for community gathering and selling products.
Top social media platform for farmers in Thailand
Top social media platform for farmers in Thailand
Competitor research : TH social media
Competitor research : TH social media
1.Common button = Like & Reply
2. Sharing is a way to connect with people and distribute content.
YouTube's focus on video content could explain why a share button isn't as prominent.
3. The web board enables deep dives via tags.
Web boards use tags for organization, while communities focus on simple scrolling and browsing.
Ideation
Ideation
solution hypothesis
solution hypothesis
Farmers face challenges in finding validated farming know-how in the market, leading to significant crop and profit losses.
Farmers face challenges in finding validated farming know-how in the market, leading to significant crop and profit losses.
Generating ideas across the user journey
Generating ideas across the user journey
To-be Journey
To-be Journey
Solution design
Solution design
(phase 1)
(phase 1)
Key design principle
Key design principle
Facebook-like design principles
To reduce the learning curve:
Interactive features: Like, Reply, Share
Centralized feed
Theme color
Simplicity with Depth
To maintain a simple interface while allowing users to explore deeper:
Tagging
Design iteration
Design iteration
Design Early iteration
Design Early iteration
Key value
Key value
Farmers can browse feed relevant to their local area and crops.
Design Mid Iteration
Design Mid Iteration
Key value
Key value
Build trust by highlighting expert contributions.
Insight from 1st launch
Insight from 1st launch
100,000
100,000
Among the farmers who signed up for and downloaded the app.
3 times
3 times
of active users more likely to engage with posts that included expert contribution rather than general post.
Solution design
Solution design
(phase 2)
(phase 2)
New problem space after launch
New problem space after launch
Low monthly active user numbers
Low monthly active user numbers
Assumption
Assumption
Farmers may lack the motivation to reply to others because there isn't enough engaging content.
Farmers may lack the motivation to reply to others because there isn't enough engaging content.
How might we...
How might we...
Encourage farmers to post more meaningful and engaging content.
Encourage farmers to post more meaningful and engaging content.
Competitor research
Competitor research
Learning
Recognition in the community are able to make more contribution
Recognition in the community are able to make more contribution
Insight validation
Insight validation
Validation point
Validation point
Identify the priorities and needs of farmers.
Assess the ranking for recognition idea.
180
180
Farmers response
Feature concept
Feature concept
Concept validation
Concept validation
5 score avg.
5 score avg.
Farmers found idea valuable.
Recognition by flowers Has the potential to connect people.
Recognition by flowers Has the potential to connect people.
‘I'd like to use flowers as a conversation starter when I want to connect with someone’
- #Farmer 1
Scarcity enhances recognition's value.
Scarcity enhances recognition's value.
‘The value of flowers would decrease if they were readily available to everyone.’
- #Farmer 2
UI A/B test
UI A/B test
Experiment various design and validate by launch A/B survey
100 response
100 response
Design Final Iteration
Design Final Iteration
Key value
Key value
Offering limited opportunities for recognition.
Result
Result
UI component
UI component
engineer collaboration
engineer collaboration
My Design File Will Align with BA Stories.
key learning
key learning
Developing a product is like running a marathon.
Repeatedly solving the same problems from various angles.
Time is crucial.
Conduct a small-scale experiment to move forward.
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