top of page

JioKrishi | Industry Project | UX | UI 

Fostering trust among farmers to increase conversion rates and reduce the accessibility gap

Timeline : 3 months  Role: Product Design Intern

Introduction

Challenge: Lack of trust in e-commerce among farmers
Farmers, especially in rural areas, were hesitant to embrace digital platforms for purchasing agricultural inputs due to several key concerns

  1. Uncertainty about product quality

  2. Lack of price transparency

  3. Complicated navigation

  4. Limited access to information 

  5. Fear of fraud

​

The MVP redesign of the Jio Krishi Bazaar enhanced trust through a simplified, intuitive interface, transparent pricing, and verified sellers. At the same time, secure payment options and personalized recommendations boosted user engagement and satisfaction.

Anecdote By Ramesh (Medium scale farmer)

"Pehle toh 3-4 ghante safar karta tha sirf beej aur khaad lene ke liye," Ramesh, Maharashtra ke kisan, kehte hain. "Bohot mushkil hoti thi, aur phir bhi mal stock mein nahi hota tha."

The heart of the project

Anecdote By Savitri (Small scale farmer)

"Ek hi dukaan thi jahan se sab kuch lena padta tha," Savitri, Raigdh ki chhoti kisan, kehti hain. "Zyada options nahi hote the, aur retailer jo suggest karta tha wahi lena padta tha.

​

Process Behind elevating the user experience
Jio Krishi Bazaar's 

Frame 2147208116.png

My Impact

Enhanced UX and UI Improvements

  • Simplified Navigation and Interface The platform was restructured with a minimalist design and clear visual hierarchy, making it easier for farmers to browse products.

  • Transparent Pricing and Product Information A price comparison feature was added.

  • Trust-building Elements Verified seller badges were introduced, reassuring users about the authenticity of the products.

  • Personalized Experience The platform implemented customized recommendations based on farming needs, climate, and crop cycles, allowing farmers to make more informed purchasing decisions.

Business Goals

  • Customer Value: Customers need to feel valued and understood to foster brand loyalty.

  • Brand Identity & Service: Strong brand identity and exceptional service enhance customer connection.

  • Consumer Expectations: Key expectations include accurate product descriptions, reliable shipping, secure payments, and a robust review system.

  • Accessibility & Support: Addressing accessibility and financial support needs helps ensure high conversion rates and builds customer trust.

Case studies 

  • Amazon's Trust: Builds trust with excellent customer service, reliable deliveries, and 24/7 support.

  • eBay's Focus: Emphasizes quality customer service as essential for buyer satisfaction.

  • DeHaat's Impact: Supports 1.5 million farmers across 11 states with a 'Click-to-Mortar' approach, combining a mobile app and rural retail network.

Frame 2147208123.png

Purpose

To identify market trends, assess competitors' strengths and weaknesses, and uncover differentiation opportunities for agriculture apps with e-commerce features in India.

Fallouts

I identified gaps in user expectations, such as the need for an on-demand product request option that the current product doesn't efficiently address.​​

Outcome

By analyzing design, layout, usability, and information, I identified improvement areas and opportunities for a differentiated product with a USP

Frame 2147204711.png

Understanding farmer behaviour

Narrative Structuring & Primary Research

Frame 2147208129.png

Insights

  • Technology adoption varies widely: from enthusiastic (Persona 3) to cautious (Persona 1) to resistant (Persona 2).

  • Information sources differ from digital platforms (Persona 3), mixed online/offline (Persona 1), local traditional sources (Persona 2).

  • Risk tolerance ranges from embracing new methods (Persona 3) to cautious exploration (Persona 1) to strong aversion (Persona 2).

Compromises & constrints

  • Considering development end effort to get the feature live vs its impact on the business in terms of profit.

  • Integration of discounts and delivery measures need to be crosschecked with business. 

Information Architecture

Information Architecture (IA) organizes content for easy navigation, helping users quickly find and access information. It enhances usability and user satisfaction by creating clear, logical pathways.

Navigation Flow

Navigation flow guides users smoothly through a website or app, ensuring they can easily complete their tasks. It creates an intuitive, seamless journey that enhances user experience and encourages deeper engagement.

Process Behind improving the user interface
Jio Krishi Bazaar's 

UI Wireframe draft 1 feedback 

  • Simplify Navigation: Avoid double navigation for smoother user flow.

  • Streamline Checkout: Detect address before order summary to reduce drop-offs.

  • Incentivize with Offers: Display banners on checkout to boost conversions.

  • Build Trust: Include seller info, trust badges, and a referral bonus system.

  • Enhance Support: Integrate WhatsApp for real-time help, visible support, and pro tips during checkout.

  • Order Samples: Provide trial options to increase trust in product quality.

UI Wireframe draft 2 feedback 

  • Expanded Search: Improves control and speeds up discovery.

  • Photo Interaction: Boosts engagement with visual exploration.

  • Prioritize Products: Reduces clutter and focuses on purchasing.

  • Minimize Checkout Distractions: Ensures smooth transaction completion.

  • Intuitive Flow: Guides users effortlessly through the interface.

  • Delivery Status: Enhances transparency and trust.

  • Referral Points: Encourages loyalty and growth.

  • Buy Later Option: Adds flexibility, increasing future conversions.

Audited Wireframe

Key takeaways

Directing the users

The core action that is to be taken, that is - purchasing by decluttering the screen focusing user attention and building trust via badges.

Checkout 

Reducing interruptions at checkout, helping users focus on completing their purchases. The pro tip offers helpful advice during checkout to reduce errors and ensure a smooth process.

Product Delivery Status

Increases transparency, reducing post-purchase anxiety and boosting trust. Address detection streamlines checkout, reducing effort and drop-off rates

UI draft 1 feedback

  • Dedicated Banner Space & Consistent Images: Ensures clarity and visual uniformity, creating a professional, focused layout.

  • Improved Images & Simplified Names: Enhancing image quality reduces the need for detailed product names, simplifying the user experience.

  • Personalized & Compact Layout: This layout matches products with user-selected crops while reducing spacing for a more efficient, personalized display.

  • Smaller Tags & Consistent Style: Minimizes clutter with smaller tags and a cohesive image style for better readability.

  • Enhanced Navigation & Readability: Improved category navigation and clear text ensure users can easily find and understand content.

  • White Space Use: A cleaner design highlights key elements and reduces visual fatigue

UI draft 2 feedback 

  • Simplify Text & Add Background: Improve readability and contrast.

  • Badges & Spacing: Use badges for info and proper spacing to avoid errors.

  • Clear Titles & CTA: Enhance navigation with concise titles and buttons.

  • Highlight Discounts & Organize Coupons: Boost conversions with prominent discounts.

  • Consistent Layout & Seller Badges: Create a cohesive experience and build trust.

  • Break Long Lists & Tone Down Colors: Keep users engaged with clean design.

UI draft 3 feedback 

  • Return/Reorder CTAs & Improved Order Confirmation: Enhances order management, transparency, and post-purchase satisfaction.

  • Search Result & Combo Deal Layouts: Simplifies product discovery and makes offers clearer, boosting conversions.

  • Seller & Price Details: Rework pages for trust, clearer prices, and easier comparisons.

User Interface

Learnings

  • Simplify Interactions & Enhance Transparency: Clear CTAs like "Return" and "Reorder" improve order management and trust through detailed order summaries.

  • Clarity in Layouts & Streamlined Navigation: Rework key pages for easy access to information and introduce a dedicated search results page for better product discovery.

  • Minimize Visual Clutter & Consistency in Design: Remove unnecessary backgrounds and maintain uniform design elements for a cohesive user experience.

  • Improve Readability & Engage with Visuals: Use proper spacing for easy reading and incorporate badges and images for a more interactive interface.

How user trust, 
e-commerce, and 
agri-tech is shaping rural India

  • Simplified Navigation: UI transformation has made digital tools easier for rural users.

  • Rising Online Spending: As Digital India expands, rural consumers are expected to increase their online purchases.

  • Significant Sales from Rural Areas: In the 2022 festive season, 60% of Flipkart's sales came from Tier 3 cities, highlighting the potential of rural markets.

  • Projected Growth Rate: Rural online shopping is anticipated to grow at a 22% CAGR, underscoring the need for tailored digital solutions to empower farmers and enhance economic development.

bottom of page