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servicedesign

traceability

feature phone

donation platform

Distributed 40k fertiliser to the farmers in need

Distributed 40k fertiliser to the farmers in need

Distributed 40k fertiliser to the farmers in need

Distributed 40k fertiliser to the farmers in need

Distributed 40k fertiliser to the farmers in need

Distributed 40k fertiliser to the farmers in need

The digital team team were tasked to build a way how we can ensure it’s given to the right farmer and see how the current ecosystem can help us efficiently distribute to the farmers in need through our retailers and dealers.

The digital team team were tasked to build a way how we can ensure it’s given to the right farmer and see how the current ecosystem can help us efficiently distribute to the farmers in need through our retailers and dealers.

The digital team team were tasked to build a way how we can ensure it’s given to the right farmer and see how the current ecosystem can help us efficiently distribute to the farmers in need through our retailers and dealers.

The digital team team were tasked to build a way how we can ensure it’s given to the right farmer and see how the current ecosystem can help us efficiently distribute to the farmers in need through our retailers and dealers.

The digital team team were tasked to build a way how we can ensure it’s given to the right farmer and see how the current ecosystem can help us efficiently distribute to the farmers in need through our retailers and dealers.

The digital team team were tasked to build a way how we can ensure it’s given to the right farmer and see how the current ecosystem can help us efficiently distribute to the farmers in need through our retailers and dealers.

Official Website

Official Website

Official Website

2021

Timeline

Company

Yara International

UX Lead

Role

Goals

Goals

1

Deliver 40,000 metric tonnes of fertiliser

Understand the farming ecosystem to amplify our reach, farmers’ digital touchpoints, and the local internet connectivity

1

Deliver 40,000 metric tonnes of fertiliser

Understand the farming ecosystem to amplify our reach, farmers’ digital touchpoints, and the local internet connectivity

1

Deliver 40,000 metric tonnes of fertiliser

Understand the farming ecosystem to amplify our reach, farmers’ digital touchpoints, and the local internet connectivity

2

Reach 250,000 smallholder farmers

Educate farmers on fertiliser application based on GAP (Good Agricultural Practices)

2

Reach 250,000 smallholder farmers

Educate farmers on fertiliser application based on GAP (Good Agricultural Practices)

2

Reach 250,000 smallholder farmers

Educate farmers on fertiliser application based on GAP (Good Agricultural Practices)

3

Triple maize production

Ensuring we have a verification when a farmer receive the bag, and efficiently distribute fertiliser bags to maize farmers in East Africa

3

Triple maize production

Ensuring we have a verification when a farmer receive the bag, and efficiently distribute fertiliser bags to maize farmers in East Africa

3

Triple maize production

Ensuring we have a verification when a farmer receive the bag, and efficiently distribute fertiliser bags to maize farmers in East Africa

Challenges

Challenges

📱

Limited smartphone usage among farmers

There's only 1 android smartphone in every household, the rest of them are using feature phone

📱

Limited smartphone usage among farmers

There's only 1 android smartphone in every household, the rest of them are using feature phone

📱

Limited smartphone usage among farmers

There's only 1 android smartphone in every household, the rest of them are using feature phone

🤝

Limited education & language proficiency

Most farmers are used to traditional methods that can optimise yields.

🤝

Limited education & language proficiency

Most farmers are used to traditional methods that can optimise yields.

🤝

Limited education & language proficiency

Most farmers are used to traditional methods that can optimise yields.

🌽

Poor internet connection

Educate farmers on fertiliser application based on GAP (Good Agricultural Practices)

🌽

Poor internet connection

Educate farmers on fertiliser application based on GAP (Good Agricultural Practices)

🌽

Poor internet connection

Educate farmers on fertiliser application based on GAP (Good Agricultural Practices)

Approach

Approach

1

Tech spikes on farmer registration

We were looking between USSD and IVR to have a farmer touchpoint from their feature phones.

1

Tech spikes on farmer registration

We were looking between USSD and IVR to have a farmer touchpoint from their feature phones.

1

Tech spikes on farmer registration

We were looking between USSD and IVR to have a farmer touchpoint from their feature phones.

2

Aligning stakeholders through service blueprint

We have an overall view of what it could look like from the lens of our channel distribution, from registering for interest, allocation based on eligibility, collection and who is responsible for what.

2

Aligning stakeholders through service blueprint

We have an overall view of what it could look like from the lens of our channel distribution, from registering for interest, allocation based on eligibility, collection and who is responsible for what.

2

Aligning stakeholders through service blueprint

We have an overall view of what it could look like from the lens of our channel distribution, from registering for interest, allocation based on eligibility, collection and who is responsible for what.

3

Content strategy with Agronomist and Content team

We need to plan on how we can communicate effectively to the farmers on the good practices of fertiliser application.

3

Content strategy with Agronomist and Content team

We need to plan on how we can communicate effectively to the farmers on the good practices of fertiliser application.

3

Content strategy with Agronomist and Content team

We need to plan on how we can communicate effectively to the farmers on the good practices of fertiliser application.

Low tech registration

After reviewing between of IVR and USSD, the type of data we’d like to capture, the reach we can have to the farmers, and the cost per registration. We decided to go with USSD.

Retailer as distribution channel

Yara have a retailer app and we work with that team to build a feature to have a functionality to have a verification process when farmer collects the fertiliser bag at their assigned retailer shop.

Admin portal

We also build an admin portal for our internal team to have an overview, allocate and assign the donation to the retailers.

Outcome

We run this within a month and here are the result as of 22 Jan 2021

  • > 2 million farmers registered

  • 450+ retailers connected through supply chain

  • > 140,000 fertiliser bags delivered


The vision is to expand the platform and build an ecosystem designed around the farmer community.

"We are limited in our understanding of farming since we do it traditionally, so we require Yara's expertise. And we anticipate a good harvest because of the knowledge I've got.”

Elibariki Benjamin Kimati

Farmer, Tanzania

"We are limited in our understanding of farming since we do it traditionally, so we require Yara's expertise. And we anticipate a good harvest because of the knowledge I've got.”

Elibariki Benjamin Kimati

Farmer, Tanzania

"We are limited in our understanding of farming since we do it traditionally, so we require Yara's expertise. And we anticipate a good harvest because of the knowledge I've got.”

Elibariki Benjamin Kimati

Farmer, Tanzania

"We are limited in our understanding of farming since we do it traditionally, so we require Yara's expertise. And we anticipate a good harvest because of the knowledge I've got.”

Elibariki Benjamin Kimati

Farmer, Tanzania

Team Members

  • Cyndy Messah – Senior UX Designer

  • Kelley Lim – UX Designer

  • Fridah Oyaro – UX Researcher

  • Albert Issa – Product Lead

  • Amos Wachira – Product Owner

  • Andrian Kanta – Tech Lead

Tools

Tools

Miro

Figma

Photoshop

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