Home
Timeline
May - July 2024
Role
Product Design
Retention Uplift
Boosting repeat purchases for first-time customers on BharatAgri App
24%
Increase in repeat orders
5%
Purchase funnel
improvement
Table of Content
Understanding Problem
1.1 Problem Statement
1.2 Impacted Users
1.3 Goals/ Targets
1.4 Hypothesis
1.5 User Research
1.6 Insights
Designing Solution
2.1 Strategy
2.2 Solution Overview
2.3 Design Process
2.4 Ideation
2.5 Information Architecture
2.6 User(s) Cognitive Journey
2.7 Design Components
2.8 Final Design
Result & Future
3.1 Data Analysis
3.2 Next Steps (Roadmap)
1.1 Problem Statement
60% of users never place a second order, the business was losing a major revenue opportunity.
1.2 Impacted Users
First time purchasers who completed their first order but didn't return for second purchase
1.3 Goals/Target
Primary
Repeat Order%
Secondary
Product details to checkout funnel improvement
1.4 Hypothesis
User may have encountered a negative/unsatisfactory experience in their first order
Late Delivery
High Prices
Damaged product
Product didn't worked
No need for other products
No coupon discount on 2nd order
Bad customer support
No order tracking
Difficult purchase journey
Delivery partner called at distance
Basic Info
Name
Total Repeat Orders
Crop
Acre
Location
Education
Questions Set 1
How do you identify pest/disease?
Do you know which products you need to purchase?
Are you aware of any products that work reliably every time?
Do you try products from multiple brands?
How often do you need to buy these products?
Do you prefer purchasing products offline or online?
Questions Set 2
How often do you use the App?
What do you use BharatAgri app for?
Did you searched the product or received some notification?
What mode of payment you prefer Online or COD?
Did you got any discount on the purchase?
How much was the delivery time ?
How were the product results ?
User 1
Bhaskar Babarao Gawande
27
Cotton, Wheat, Soyabean
20 Acre
Kirtinagar, Uttrakhand
BSC Agriculture
Answers
By looking at leaves, have a planned calendar made so can predict some of them.
Yes, Purchase products on basis of molecule
Yes
Yes, compare the price, molecule etc…
According to crop calendar but atleast 1 in month
Online, since it's hassle free, some products not available on local store + local store are frauds
Answers
Once a week
For product purchase, sometimes to know about pests or diseases
Searched for the product
Online (more discount)
Yes, there was some discount on the app
4-5 days
Good
User 2
Danish Khan
14
Sugarcane, Paddy, Mango
10 + 2 Acre
Shamli, Uttar Pradesh
Software Engineer turned farmer
Answers
Scan plant with plantix app, get advise from field agents for sugarcane
Yes, research about the product molecule
Multiple, whichever's result and feedbacks are good
Yes, compare the price, molecule etc…
Very often, (sugarcane spray cycle : April | May | June | July )
Online, since product results were good
Answers
Need based
For product purchase
Searched for the product
First COD (to trust the platform)
then Online
Discount doesn't matter much (believes in quality)
4-5 days
Good
User 3
Sandu Kanadje
12
6 types of Capsicum
15 Acre
Alapur, Maharashtra
Retired Military Officer
Answers
Show leaf/leaf's photo to shopkeeper, also used BharatAgri video call feature
Yes, he knows chemical composition
Yes, Some brands like Mahadhan, UPL, Bayer
Yes
Whenever there's a activity need to perform in farm
Online, get benefits like home delivery,
option to compare products
Answers
Need based
Uses krushibook to understand crop, pest in detail, product purchase
Received a notification
If know the product then Online
Right product, right information, not discount driven
4-5 days
Good
1.5 User Research
Bucket 1 : Users with > 10 repeat orders
Bucket 2 : Users with >= 2 repeat orders
Basic Info
Name
Total Repeat Orders
Crop
Acre
Location
Education
Questions Set 1
How do you identify pest/disease?
Do you know which products you need to purchase?
Are you aware of any products that work reliably every time?
Do you try products from multiple brands?
How often do you need to buy these products?
Do you prefer purchasing products offline or online?
Questions Set 2
How often do you use the App?
What do you use BharatAgri app for?
Did you searched the product or received some notification?
What mode of payment you prefer Online or COD?
Did you got any discount on the purchase?
How much was the delivery time ?
How were the product results ?
User 1
Arun Kushwaha
2
Brinjal, Pumpkin, Bitter gourd, Paddy, Okra
5 Acre
Bihar
12th Pass
Answers
Aware of pests/diseases. Looks at crop condition & search information on google or youtube
Yes
Yes, brands like FMC, Bayer, Syngenta
Yes
At least 3 times in a month, since he grows multiple vegetable crops
Depends on urgency of the situation, availability of product etc…
Answers
2-4 times in a week
For consuming information about the products (medicines)
Keep getting messages on WhatsApp
Online (more discount)
Yes, there was some discount on the app
5 days
Good
User 2
Pawan Kumar Mourya
2
Papaya, Banana, Paddy
3 Acre
Uttar Pradesh
Low-Mid Educated
Answers
Knows some pests/diseases, have a personal agri doctor for crop
Yes, it's recommended by the agri doctor
Original branded products works the best and give a 100%result
Yes
At least 3-4 times in a month
Online, since local shops doesn't have branded products (unbranded products = low quality)
Answers
1-2 times in a week
Compare different products, to know about available medicines
In app notification
Online (more discount)
Yes
4 days
Good
User 3
Shani Paikra
2
Chilli, Corn
5-6 Acre
Chattisgarh
Graduate
Answers
Knows about pest/disease, looks at the crop condition to identify the problem
Yes, he knows which product to purchase
Yes, Some brands like Bayer, Syngenta, Tropical
Yes
4 times in a month
Both
Answers
Need based
For product purchase only
I received a message on WhatsApp
Both
Yes
5 days
Good
Bucket 3 : Users with 0 repeat orders
Basic Info
Name
Total Repeat Orders
Crop
Acre
Location
Education
Questions Set 1
How do you identify pest/disease?
Do you know which products you need to purchase?
Are you aware of any products that work reliably every time?
Do you try products from multiple brands?
How often do you need to buy these products?
Do you prefer purchasing products offline or online?
Questions Set 2
How often do you use the App?
What do you use BharatAgri app for?
Did you searched the product or received some notification?
What mode of payment you prefer Online or COD?
Did you got any discount on the purchase?
How much was the delivery time ?
How were the product results ?
User 1
Ajit Mazumdar
0
Cucumber, Bitter gourd, Tomato , Okra
1 Acre
Assam
Low Educated
Answers
Take infected plant to the shopkeeper, doesn't know pest/disease name
Usually rely on shopkeeper's guidance
Among insecticides (roger and profexsuper) gives good results
Not much aware of multiple brands
Depends on results, take curative approach rather then preventive
Online, but products are expensive in online
Answers
2-4 times in a week
Only for product purchase
Facebook ads
COD
Yes, but still it was expensive
5-6 days
Okay
User 2
Aanad Tiwari
0
Sugarcane, Wheat, Paddy, Okra
4 + 6 Acre
Uttar Pradesh
Low-Mid Educated
Answers
Okra leaves were turning yellow, saw pest on it. Usually inspects farm for pest/disease
Farmer friends has faced the same problem and he told the solution
Trusts the branded products
(Syngenta, Bayer etc…)
Yes (Syngenta, bayer, Adama, Dhanuka)
According to the need, whenever the pest/disease/deficiency occurs
Depends on availability of money in account or have cash
Answers
Doesn't use that frequently
Only for insecticide purchases, seeds were costly online
Facebook ads
COD
Yes
7 days
Good
User 3
Bapun ji
0
Cowpea, Chilli
6 + 1.5 Acre
Odissa
Smart Farmer
Answers
Knows pests + their names, consume info on pest/disease/medicine via youtube & plantix
Yes, after searching it on various platforms
Judgement from past experience (whichever gives good results)
Yes, brand like Bayer, product like coragen are trustworthy
According to product need, whenever faces a pest attack
Online (1 year online purchase experience),
also the agri shop is 20km far
Answers
Need based
For product purchase only
Searched the product
COD is better (incase of returns)
NO
5 days
Fine
1.6 Insights
Data Insights :
users dropped off at product details page
users returned to app after placing their first order, but didn't place a 2nd order within first month
users who searched & viewed a product detail page proceeding to checkout
Agronomy Insights :
Any user need product on weekly/monthly basis
Molecule plays a major role in product selection, same molecule offered by different brands at different pricing
User Insights :
Users were highly dependent on results to make a repurchase.
They uses a solution driven approach i.e. selecting the product first, then looking for product features and comparing similar molecules
Final decision making happens at Product details page
Few users have some expectation mismatch in no. of days in which the results will show
2.1 Strategy
To retain a user we must ensure they achieve the best possible results
Being Expert
instead of salesman
✅ Expert helps user to make the right decision which creates platform bias in user’s head.
✅ Expert reduces cognitive load (through ratings, comparisons, offers), the platform becomes easier to rely on and remember.
✅ This approach reinforces the feeling that the user made a “smart choice,” strengthening satisfaction and likelihood of repeat use.
2.2 Solution Overview
Given the impact we wanted to create, and the constraints around engineering bandwidth and timelines, structuring the solution into prioritised phases.
The product details page is the key decision-making moment, it became the first targeted area for improvement.
V1 - High Impact Mid Efforts
Product Recommendations
Product Information Table
Dosage Table
Comparison Table
Result Section
Crop-Pest Table
V2 - Deeper Product Changes
Agronomy Reels
Product Molecule CMS (Internal)
2.3 Design Process
2.4 Ideation
Direction : Being expert & following result oriented approach
Here being expert means taking advisory driven approach i.e. a conscious purchase by the user, selecting the right product according to his requirement. Focusing on product details part of the user journey.
Example : Product : Geolife No Virus
Parameters
Product Properties
Feature Ideas
Product Category
Virocide
Other products of same category
Pest/Disease Target
Solve Deficiency
Virus
Other type of viruses
List of other products
Subcategories
Other Relevant Categories
Organic Insecticide
Relevant products
Crop
Chilli, Tomato
More products of chilli/tomato virus or insects
Brand
Geolife
Other Geolife products
Particular Problem
Leaf turning back
Other products with same molecule
Farm Activity (Stage)
Virus in early stage or
Vegetative stage
Advisory in form of direct solution (recommendation)
Product Intensity
Mid Intensity
Products of different intensity
2.5 Information Architecture
Product Information Table
Section Title
Manufacture/Brand
Name
Logo
Molecule
Product Type
Sub Category
Commonly Used For
Dosage
Targeted Pests
Targeted Crops
Recommendation Train
Section Title
Product Cards
Image
SKU
Name
Discount%
Selling Price
MRP
Comparison Table
Section Title
Product Cards
Image
SKU
Name
Discount%
Selling Price
MRP
Ratings/Reviews
Brand Name
Molecule
Dosage
Target Crop
Target Pests
Result Section
Section Title
Image
Progress Bar
Content
YouTube Reels
Section Title
Thumbnail
Reel Title
Views
Product Pest Table
Pest Image
Pest Name
Crop Name
Dosage
Molecule Accordion
Composition
USP
Pest/Disease/Deficiency
Stage
2.6 User(s) Cognitive Journey
Taking a worst case scenario where user knows nothing about the product
Product Goal : Make sure user select's the right product
Scenario : User's chilli plant leaves are turning backwards, he's aware that this is some kind of virus. Before it spreads more, he want to cure this virus, he saw a facebook ad and installed BharatAgri App. On homepage he saw some product called "Geolife No virus" and he clicked on that product.
Now, the user cognitive journey on product details look like -
Action 1
Views the "used for" section within the first scroll
Thinking
✅
Yes, Yes!!
My chilli leaves are curling
some kind of virus
This looks right product
🤔
Let me see more details
Action 2
Horizontally scrolls through product images
Thinking
In images they are showing this can be used on my crop
Action 3
Vertical scroll checking price
Thinking
❌
This product is bit expensive
Action 4
Views the "same molecule affordable price" section
Thinking
✅
Ohh there's a chilli specific product
Action 5
Clicks on "Geolife No Virus Chilli" product card
Thinking
✅
Let me check this out
JUMP 1 : Now user is on a different product.
Action 6
Horizontally scrolls through product images
Thinking
✅
Perfect! This can be used on my crop.
Let me read more info then I will purchase it
Action 7
Scrolls down to product information table
Thinking
✅
Branded product
✅
It will solve the problem which I am looking for
✅
I need for 1 acre
✅
My crop is there in the list
DONE!
Let's get this product
User proceed towards purchase
2.7 Design Components
Same Molecule, Affordable Price
500gm
Geolife No Virus Chilli
69% Off
₹451
₹1500
100gm
Swal Kinsta (Chlorantraniliprole
49% Off
₹681
₹2220
Syngenta Alika (Lambda 9.5% +
49% Off
₹500
₹999
60ml
Dhanuka Areava (Thiamethoxam
47% Off
₹467
₹885
100gm
Nagarjuna Profex Super (Profenofos
29% Off
₹475
₹670
60ml
29% Off
Bayer Solomon (Beta-Cyfluthrin
₹621
₹880
120ml
32% Off
Bayer Confidor (Imidacloprid 17.1%
₹791
₹1180
120ml
60% Off
Dhanuka Em-1 (Emamectin
₹483
₹1211
120gm
Day 1
After spray and Drenching, No virus will spread equally on plants and will start it’s action
Day 2
Caterpillar/Larva/Egg in will be killed immediately
Day 3
All caterpillars got killed!
Crop is now insect free
Results after spraying
Product Type
Organic
Product Information
Manufactured by
Product Content
Category
Sub category
Commonly used for
Dosage
Crops
Geolife
Broad Spectrum Botanical Extract
Virocide
Organic Virocide
Leaf curl virus
Cure viral diseases
Resistance against viruses
0.4 ml/litre
6ml/pump (15litre pump)
60ml/Acre spray
Sugarcane, Maize, Chilli, Soyabean, Cotton, Brinjal, Cabbage, Tomato, Okra, Groundnut, Bengal Gram, Rice, Pegon Pea, Bottle Gourd
Cure for caterpillar, chewing pest in chickpea
836 Views
Control pink ballworm in cotton crop
550 Views
Approved by Agronomy
Termites
Crop
Target Pest
Dose/Acre
Sugarcane
Early Shoot Borer & Top Borer
75 ml
Cabbage
Diamond Back Moth
20 ml
Soybean
Green Semi Looper, Stem Fly & Girdle Beetle
60 ml
Cotton
American Boll Worm, Spotted Boll Worm
60 ml
Cash on delivery
Original products
Easy returns
Details
Commonly used for
Target Crop
Target Pests
(3200 ratings)
39% Off
₹1699 ₹2702
(976 ratings)
19% Off
₹819 ₹1019
(128 ratings)
10% Off
₹959 ₹1075
(785 ratings)
10% Off
₹1539 ₹1625
Dosage
150ml/acre
80ml/acre
90ml/acre
100ml/acre
Chewing pests (caterpillars)
Broad-spectrum control of pests
Sucking and chewing insect
Hopper and chewing pests
Sugarcane, Cotton, Tomato, Chilli, Maize, Brinjal, Cabbage View all
Termite, Fruit borer, Tobacco Caterpillar, Stem Fly View all
Pod borer, bollworm complex, Jassids, Stem borer, Leaf work View all
Thrips, Flea Beetle, Aphids, Tobacco Caterpillar, Fruit Borer View all
Jassids, Red Spider Mite, Shoot & Fruit Borer, Yellow mites View all
Red gram, Cotton, Brinjal, Rice, Soyabean, Okra
Grapes, Pomegranate, Chilli, Cabbage, Tomato View all
Brinjal, Cabbage, Chilli, Okra, Redgram, Tomato
Molecule
Chlorantraniliprole 18.5%
Chlorantraniliprole 9.30% + Lambda Cyhalothrin 4.60% ZC
Cyantraniliprole 10.26%
Fluxametamide 10% EC
Compare Similar Products
FMC Coragen
Syngenta Ampligo
FMC Benevia
Godrej Gracia
300ml
300ml
150ml
150ml
2.8 Final Design
3.1 Data Analysis
Release went live in July end.
Here are the month on month repeat orders.
3.2 Next Steps
Measuring Individual section performance and double down on that
Introducing more recommendation sections.
Improve comparison table logic
Action Plan for previously planned V2 items
Identify other user journey's (including homepage, search etc…)
Projects
