AgroInfo

AgroInfo was my designed as part of my thesis for my Masters of Engineering and Management at Massachusetts Institute of Technology (MIT). In my thesis, Designing for Informational Needs Among Small Producers in Panama: A Human-Centered Approach, I utilize the human-centered design process to explore the informational needs of small-scale producers in Panama, the existing ways they get information, and the tools that can help them improve their decision-making and productivity. AgroInfo is a digital mobile platform that aims to help farmers easily find relevant and updated information while expanding the interaction and knowledge exchange among the agricultural community.

My Role: Author, User Researcher, and Product Designer
My Tools: Figma, Miro
Year: 2022

Background

Research Objectives and Subjects

User Persona

Based on the interviewees backgrounds, needs, and frustrations, a user persona was created to represent the main user, a 45-year-old small farmer from Chiriqui, the province where most of Panama’s agriculture occurs. The research showed that farmers’ priority was not only to get up-to-date market information, but also to be able to sell their products with minor losses (mostly stemming from overproduction, remoteness, and lack of clients).

Current State Journey

The current state journey aims to communicate the day-to-day of the typical small farmer in Panama. In addition to undergoing rigorous physical labor, they also experience major uncertainty regarding current market conditions, up-to-date information, and production.

Research Findings

Turning Features into Designs: Sketches and Wireframes

I transformed user needs and feedback from research into sketches, laying the foundation for the design phase.

While undergoing the second round of user interviews, early wireframes were shared with users to concept test AgroInfo as a viable solution. Users provided valuable feedback that helped inform the latest and final versions of the platform.

Future State Journey

The future state journey serves as a north star, with the objective to communicate the ideal future experience once the small farmer starts using our proposed solution, AgroInfo. AgroInfo aims to target the most negative frustrations in the small farmer’s current state journey, lack of essential information and market reach, and offer an accessible source of current information and selling channel.

Final Design

Log In and Home

Information: Reporting and Directory

Marketplace: Buy, Sell, Rent

Community

Full Walkthrough

User Feedback

In the feedback phase of the human-centered design process, input was collected from farmers and experts, contributing to the iterative refinement of the platform. The overall response was positive, with users deeming the platform "useful" and "necessary." Farmers emphasized the platform's potential for younger producers in larger cities, highlighting the need for insights into market trends, certification processes, and educational content. The marketplace component garnered positive reactions, offering the potential to connect with customers and fulfill specific needs. However, opinions on the community section were mixed, with concerns about content relevancy and potential misuse. The feedback loop informed the final design, with prioritization given to frequently emphasized suggestions and identified limitations. A second round of feedback from a subset of users further refined the design based on their insights.

Promotion and Implementation

To promote the platform, suggestions included collaboration with government institutions and farmers' cooperatives. Experts recognized the platform's value, particularly in targeting small producers, and emphasized the importance of accurate data monitoring. Implementation strategies involved engaging with the public sector and seeking sponsorship from banks and international institutions.

Conclusion

In conclusion, agriculture is integral to Panama's economy, and the rise of smartphones and digital tools presents an opportunity for improved technology adoption among farmers. The human-centered design process was employed to understand the informational needs of small-scale Panamanian farmers already using digital tools and to design a solution addressing their challenges. The research identified a demand for reliable, easily accessible, and updated information, along with commercial needs such as direct selling and equipment rental. AgroInfo aims to consolidate essential information, facilitate knowledge exchange, and reduce reliance on intermediaries.

Future Research Opportunities

Future research opportunities involve expanding the study to more remote areas, observing users' current information sources, refining the prototype, and engaging stakeholders in testing and feedback. AgroInfo and similar platforms hold the potential to enhance productivity, increase income, and improve the quality of life for small-scale farmers and future generations. Further research on user environments would enhance the success of such platforms in real-world contexts.

Acknowledgments

Special thanks to Prof. Maria C. Yang, Prof. Tony Hu, Prof. Andy MacInnis, all the farmers and experts who participated, my IDM family, husband, family, friends, and coach.