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Outgrow, a division of WayCool Foods and Products Pvt. Ltd., offers a comprehensive farming solution tailored to the needs of farmers. At Outgrow, we strongly believe in our moral responsibility to empower farmers by integrating technology into their practices.


Throughout this case study, we will delve into multiple research studies conducted for the mentioned product. Each study had distinct goals and objectives, and we will outline them in the upcoming sections to provide a clear overview of the research journey.

My Role 

As a User Experience Researcher (UXR) for the Outgrow farming solution, I took on a multifaceted role in managing the research efforts. My responsibilities ranged from planning and executing various research activities to collaborating with designers, PMs, and stakeholders, ultimately ensuring a user-centred approach and successful integration of user insights throughout the product cycle.

I conducted various research activities, including conducting interviews, usability testing sessions with farmers to gather user insights. I analysed the data collected from these research activities, extracting meaningful patterns, trends, and user pain points.

As the UXR, I prepared comprehensive research reports, clearly presenting the findings, recommendations, and design changes to stakeholders.I effectively communicated research insights through presentations and documentation, enabling the team to understand user needs and make informed decisions.

Research Methodology: Understanding Farmers' Needs in the Product Cycle

In this section, we will explore the various research methods employed at different stages of the product cycle to gain insights into farmers' needs and preferences for the Outgrow farming solution.

  • Literature Review​

  • Usability Testing

  • Competitor Research

  • Heuristic Evaluation for Certain Features

Methods Used

1. Literature Review

The following key details were extracted from the literature review:

Farmers' Segmentation: The review revealed various criteria used to segment farmers based on their progressiveness, adoption of new practices, age groups, and demographic information. This information provided valuable context for understanding the diversity within the farming community.

Crop Preferences and Farm Types: By analysing the literature, we identified the crops that different types of farmers typically cultivate and the types of farms they manage. This insight enabled us to grasp the unique challenges faced by farmers based on their specific agricultural practices.

Geographical Distribution: The literature review helped us understand the geographic distribution of different farmer segments, providing valuable information about their regional preferences and challenges.

Relevant Personas: Building on the collected data, we created relevant personas that represented the identified farmer segments. These personas served as fictional but representative characters embodying the traits and characteristics of different farmer groups.


 

Methods Used

2. Usability Testing

Objective:

To evaluate the usability and user experience of the specific feature within the Outgrow solution, with a particular focus on the "POP & Know-How" features. The goal was to understand how farmers perceive and interact with these features, gather feedback, and identify areas for improvement.

Details:
Usability testing sessions were conducted with 11 farmers who own their land and belong to the age group of 30 to 50. Participants' experience levels with technology were diverse, ranging from beginners to experienced users. The farmers were from different locations in South India, representing various language preferences (Kannada, Tamil, and Telugu). 


 


Note -As I am not familiar with the mentioned languages, representatives were present during the usability testing to transcribe and facilitate communication with participants.

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Methods Used

2. Usability Testing - One of the screen 
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Select soil type (Screen Name)

Insights

Although 11/11 participants were able to understand that the screen shows soil types 6 /11 participan
ts required assists to understand a specific soil type is to be selected.
“Feedback is Missing”

¾ TN, ¾ TE, 0/4 KA participants struggled to understand the types of soil as the images and the terms used were not locally common .
“Feedback missing: what are the local terms?“

Gaps identified

Feedback on how might we make it better

Methods Used

2. Usability Testing - Challenges Faced

 

  • Language barrier: The language differences provided the research team moderators with a challenge in understanding the data and context of the situation to help the translators probe the right questions

 

  • Increase in tasks during research: since the research was meant to be a pilot exploratory research to initiate usability testing, there were no precise objective and the study had lack of planning which made the team expand the study targets, which resulted in not providing enough data on important features

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Methods Used

3. Competitor Research

Objective:
The objective of the competitor analysis was to assess the market landscape, benchmark against competitors, and identify strategic opportunities for Outgrow in the farming technology market. The primary focus was to gain a deep understanding of the UX design approaches employed in competitor applications and the Outgrow app, including interface layout, navigation, visual elements, and overall user-friendliness.


Details:
The competitor analysis was conducted using a multi-faceted approach, encompassing Company Profiling, SWOT analysis, and an evaluation of competitors' features and design elements.

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Snap from the Presentation

Methods Used

3. Competitor Research
  • Company Profiling: The analysis involved gathering information about key competitors in the farming technology market, including their business models, target audience, and market reach. Company profiling provided valuable context for understanding their positioning and strategies.

 

  • SWOT Analysis: A SWOT analysis was performed to systematically assess the strengths, weaknesses, opportunities, and threats of both Outgrow and its competitors. This evaluation enabled the identification of areas where Outgrow could leverage its strengths and address potential weaknesses to gain a competitive advantage.

  • Competitor Features and Design Evaluation:     In this phase, competitor applications were thoroughly evaluated to understand their UX design approaches. The focus was on interface layout, ease of navigation, visual elements, and overall user-friendliness. By comparing these aspects to the Outgrow app, insights were obtained into the strengths and weaknesses of each design, highlighting areas for improvement and innovation.

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Snap from the Presentation

Methods Used

3. Heuristic Evaluation

Objective:
The objective of the heuristic evaluation was to identify usability issues and heuristic violations in specific features of the Outgrow solution. By conducting the heuristic evaluation, the study sought to pinpoint design inconsistencies and usability challenges, enabling the team to address these issues and enhance the user experience.


Details:
TThe evaluation involved measuring the success of the product against 10 heuristics, validating each point, adding comments, and specifying the severity of any identified issue.

Methods Used

3. Heuristic Evaluation
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Snap from the Presentation

Takeaway From the Study

The key takeaways from the whole case study, considering all the studies conducted, are as follows:

  • User-Centred Approach: Throughout the product development process, a user-centred approach was employed, focusing on understanding farmers' needs, preferences, and pain points.

  • Strategic Opportunities through Market Research: The extensive market research and SWOT analysis identified Outgrow's competitive positioning in the farming technology market. By benchmarking against competitors and understanding market trends, Outgrow could identify strategic opportunities and develop a roadmap to differentiate itself and enhance its offerings.

  • User Experience Enhancements: The usability testing and heuristic evaluation provided valuable feedback on the Outgrow solution's features. The insights from these evaluations led to iterative design improvements, enhancing the user experience and making the application more user-friendly and intuitive for farmers.

  • Inspiration for Innovation: The research insights, competitor analysis, and evaluation of UX design approaches inspired the Outgrow team to innovate and develop solutions that catered better to farmers' needs. The understanding of competitor apps and industry best practices guided the design decisions, leading to impactful enhancements in the Outgrow solution.

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