2024
Redesigning the Farmer App
By redesigning the “Ready to Harvest” flow, I made it effortless for farmers to mark their crops, resulting in a 3× increase in farmer acquisition and a 37% boost in buyer calls.
About Oneroot
Oneroot is an AgriTech platform that connects farmers directly with buyers, streamlining the farm-to-market journey. It empowers farmers with digital tools to:
Mark their crops as “Ready to Harvest” 📦
Access a pool of verified buyers and distributors 🤝
The app is currently live and being tested with 500+ farmers across India 🇮🇳.
Few Things to Know
What is Markhet App?
The Makrhet App is the core product of OneRoot , a digital marketplace for farmers to sell produce directly to buyers. Think of it as an “Amazon for agriculture,” where instead of relying on middlemen, farmers can showcase their crops, mark them as harvest-ready, and instantly connect with interested buyers.
What does “Ready to Harvest” mean in the platform?
It’s a key feature allowing farmers to mark their produce as ready for sale, instantly notifying registered buyers in the network. This is critical for time-sensitive produce where delays can directly impact quality and income.
How It All Started
When I was first assigned this project, the ask was straightforward:
“Redesign the UI of our Farmer App to make it cleaner and more modern.”
At first glance, it looked like a visual design exercise. But as a designer, I’ve learned to never stop at the surface.
So instead of just sitting behind Figma, I decided to step into the field with real farmers. That’s where everything changed.
🔍 Field Research: Seeing the Real Problem
I went to an Event where farmers were present with our MVP in hand and asked farmers to complete a few core tasks.
One of them was simple:
👉 “Can you mark your crop as ready to harvest?”
“If I say my crop is ready, what happens next?”
The results were eye-opening:
Farmers scrolled endlessly, not sure where to go.
Some tapped on Mandi Prices thinking that’s where they’d mark harvest.
Many simply gave up and asked me directly, “Where do I click?”
💡 That was the aha moment.
The biggest problem wasn’t the app’s look , it was that the main action (Ready to Harvest) was buried and invisible. Marking “Ready to Harvest” felt like shouting into the void. Farmers didn’t see immediate outcomes, so motivation was low.
🚜 From Pixels to Paddy Fields
No Direct “Ready Today” Option
Farmers had to enter “0” days for crops ready today, making the flow unintuitive.
Cluttered Market Price View
All crop prices were shown together, instead of letting farmers check for a single crop.
Inconsistent Design Language
Fonts, spacing, and visuals lacked consistency, reducing clarity and trust.
Overwhelming Home Screen
Too many “Edit” buttons created confusion about where to focus.
👀 Lost in the App
🛑 Where Farmers Struggled
When first looked at the old MVP, it became clear that the issues weren’t just visual , they were fundamental UX problems. Here are the key gaps we discovered:
Reframing the Problem
Instead of asking:
“How do I make the UI modern?”
I asking:
How might we make it easier for the farmer to indicate that his farm is ready for harvest while having access to a pool of buyers to sell his produce to?
🫴🏼 Why improve the “Ready to Harvest” flow?
🔽 Low Engagement on a Critical Feature
The click-through rate for “Ready to Harvest” was far below expectations, despite it being a key business driver for farmer-to-buyer connections.
🌀Confusing Process
Farmers had to take multiple steps just to mark produce as ready, creating friction that discouraged usage and slowed adoption.
🎯 Our Goal
⚡ Simplify Navigation & Flows
Redesign the interaction to make marking “Ready to Harvest” fast, intuitive, and effortless.
🤝 Brainstorming & Ideation
Back at the office, I gathered with the product and dev teams. We filled whiteboards with flows, debated approaches, and sketched wireframes. Instead of polishing what was already broken, I decided to rethink the flow.
🗺️ Sketches, Sticky Notes & Sleepless Nights
🎯 Staying Focused on the Core Problem
During our early discussions with stakeholders and the product team, a lot of ideas started surfacing — everything from weather reports, to agronomist advice, and even community features.
While these ideas had potential, they quickly became distractions from the real challenge we had uncovered in the field:
👉 Farmers were struggling to mark their produce as “Ready to Harvest” and connect with buyers.
To bring clarity, I introduced the MoSCoW Prioritization Framework into our conversations. This helped us sort through the noise:
🧩 Prioritization That Matters
🎯 The Solution
01
🌱 Ready to Harvest” Becomes Obvious
Before, farmers had to hack the system by entering “0 days” or scroll endlessly to find the option.
Now:
👉 A prominent slider sits right on the home screen.
👉 The progress bar shows how many days are left until harvest.
👉 Farmers see status across all crops — ready vs not ready.
💡 UX Principle: Visibility of system status
armers always know what’s happening without guessing.
⚡ Slide, Don’t Hide
🎯 The Solution
02
📈 Progress With Purpose
Marking readiness isn’t just a button anymore, it’s the first step toward real buyers showing up at the farm.
Now:
👉 The app clearly tells farmers: “You’re one step closer to receiving calls.”
👉 Each action feels rewarding and connected to outcomes
💡 UX Principle: Feedback & goal orientation
Every interaction shows progress toward something meaningful.
🎯 The Solution
03
💰 Market Prices That Actually Matter
Previously, farmers saw generic market rates, like “Coconut.” But farmers don’t trade in generic crops ,they trade in varieties.
Now:
👉 Prices are shown for specific varieties (e.g., Tender Coconut (Nati,DJ)).
👉 The data matches how farmers talk and think in real markets.
💡 UX Principle: Match between system and real-world design
The app speaks their language, not abstract system language.
🎯 The Result And Impact
3x
Farmers marking harvest readiness grew from ~120 in May → 400+ by July (a 233% increase).
📞 37%
As a result, buyer calls surged from 40% in April → 55% in May, a 37% jump in one month.
📈 Proof in the Numbers
More insights to explore
Discover additional case studies, tips, and strategies to help your business grow and innovate faster.
sneha
Let's Talk
Interested in discussing design, sharing ideas, or exploring innovations in product design? Feel free to reach out—let’s keep the conversation going.
sneha
Let's Talk
Interested in discussing design, sharing ideas, or exploring innovations in product design? Feel free to reach out—let’s keep the conversation going.
sneha
Let's Talk
Interested in discussing design, sharing ideas, or exploring innovations in product design? Feel free to reach out—let’s keep the conversation going.
sneha
Let's Talk
Interested in discussing design, sharing ideas, or exploring innovations in product design? Feel free to reach out—let’s keep the conversation going.
2024
2024
Redesigning the Farmer App
By redesigning the “Ready to Harvest” flow, I made it effortless for farmers to mark their crops, resulting in a 3× increase in farmer acquisition and a 37% boost in buyer calls.
About Oneroot
Oneroot is an AgriTech platform that connects farmers directly with buyers, streamlining the farm-to-market journey. It empowers farmers with digital tools to:
Mark their crops as “Ready to Harvest” 📦
Access a pool of verified buyers and distributors 🤝
The app is currently live and being tested with 500+ farmers across India.
Few Things to Know
What is Markhet App?
The Makrhet App is the core product of OneRoot , a digital marketplace for farmers to sell produce directly to buyers. Think of it as an “Amazon for agriculture,” where instead of relying on middlemen, farmers can showcase their crops, mark them as harvest-ready, and instantly connect with interested buyers.
What does “Ready to Harvest” mean in the platform?
It’s a key feature allowing farmers to mark their produce as ready for sale, instantly notifying registered buyers in the network. This is critical for time-sensitive produce where delays can directly impact quality and income.
How It All Started
When I was first assigned this project, the ask was straightforward:
“Redesign the UI of our Farmer App to make it cleaner and more modern.”
At first glance, it looked like a visual design exercise. But as a designer, I’ve learned to never stop at the surface.
So instead of just sitting behind Figma, I decided to step into the field with real farmers. That’s where everything changed.
🛑 Where Farmers Struggled
When first looked at the old MVP, it became clear that the issues weren’t just visual , they were fundamental UX problems. Here are the key gaps we discovered:
🔍 Field Research: Seeing the Real Problem
I went to an Event where farmers were present with our MVP in hand and asked farmers to complete a few core tasks.
One of them was simple:
👉 “Can you mark your crop as ready to harvest?”
“If I say my crop is ready, what happens next?”
The results were eye-opening:
Farmers scrolled endlessly, not sure where to go.
Some tapped on Mandi Prices thinking that’s where they’d mark harvest.
Many simply gave up and asked me directly, “Where do I click?”
💡 That was the aha moment.
Marking “Ready to Harvest” felt like shouting into the void. Farmers didn’t see immediate outcomes, so motivation was low.
Reframing the Problem
Instead of asking:
“How do I make the UI modern?”
I asking:
How might we make it easier for the farmer to indicate that his farm is ready for harvest while having access to a pool of buyers to sell his produce to?
🫴🏼 Why improve the “Ready to Harvest” flow?
🔽 Low Engagement on a Critical Feature
The click-through rate for “Ready to Harvest” was far below expectations, despite it being a key business driver for farmer-to-buyer connections.
🌀Confusing Process
Farmers had to take multiple steps just to mark produce as ready, creating friction that discouraged usage and slowed adoption.
🎯 Our Goal
⚡ Simplify Navigation & Flows
Redesign the interaction to make marking “Ready to Harvest” fast, intuitive, and effortless.
🤝 Brainstorming & Ideation
Back at the office, I gathered with the product and dev teams. We filled whiteboards with flows, debated approaches, and sketched wireframes. Instead of polishing what was already broken, I decided to rethink the flow.
🗺️ Sketches, Sticky Notes & Sleepless Nights
🎯 Staying Focused on the Core Problem
During our early discussions with stakeholders and the product team, a lot of ideas started surfacing — everything from weather reports, to agronomist advice, and even community features.
While these ideas had potential, they quickly became distractions from the real challenge we had uncovered in the field:
👉 Farmers were struggling to mark their produce as “Ready to Harvest” and connect with buyers.
To bring clarity, I introduced the MoSCoW Prioritization Framework into our conversations. This helped us sort through the noise:
🧩 Prioritization That Matters
🎯 The Solution
01
🌱 Ready to Harvest” Becomes Obvious
Before, farmers had to hack the system by entering “0 days” or scroll endlessly to find the option.
Now:
👉 A prominent slider sits right on the home screen.
👉 The progress bar shows how many days are left until harvest.
👉 Farmers see status across all crops — ready vs not ready.
💡 UX Principle: Visibility of system status
Farmers always know what’s happening without guessing.
⚡ Slide, Don’t Hide
02
📈 Progress With Purpose
Marking readiness isn’t just a button anymore, it’s the first step toward real buyers showing up at the farm.
Now:
👉 The app clearly tells farmers: “You’re one step closer to receiving calls.”
👉 Each action feels rewarding and connected to outcomes
💡 UX Principle: Feedback & goal orientation
Every interaction shows progress toward something meaningful.
🎯 The Solution
03
💰 Market Prices That Actually Matter
Previously, farmers saw generic market rates, like “Coconut.” But farmers don’t trade in generic crops ,they trade in varieties.
Now:
👉 Prices are shown for specific varieties (e.g., Tender Coconut (Nati,DJ)).
👉 The data matches how farmers talk and think in real markets.
💡 UX Principle: Match between system and real-world design
The app speaks their language, not abstract system language.
🎯 The Result And Impact
3x
Farmers marking harvest readiness grew from ~120 in May → 400+ by July (a 233% increase).
📞 37%
As a result, buyer calls surged from 40% in April → 55% in May, a 37% jump in one month.
📈 Proof in the Numbers
More insights to explore
Discover additional case studies, tips, and strategies to help your business grow and innovate faster.
More insights to explore
Discover additional case studies, tips, and strategies to help your business grow and innovate faster.
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Created an easy-to-use finance app tailored for users who aren’t confident with numbers.
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Saveasy — Simplifying Money for Everyone
Created an easy-to-use finance app tailored for users who aren’t confident with numbers.
2024
2024
Redesigning the Farmer App
By redesigning the “Ready to Harvest” flow, I made it effortless for farmers to mark their crops, resulting in a 3× increase in farmer acquisition and a 37% boost in buyer calls.
About Oneroot
Oneroot is an AgriTech platform that connects farmers directly with buyers, streamlining the farm-to-market journey. It empowers farmers with digital tools to:
Mark their crops as “Ready to Harvest” 📦
Access a pool of verified buyers and distributors 🤝
The app is currently live and being tested with 500+ farmers across India.
How It All Started
When I was first assigned this project, the ask was straightforward:
“Redesign the UI of our Farmer App to make it cleaner and more modern.”
At first glance, it looked like a visual design exercise. But as a designer, I’ve learned to never stop at the surface.
So instead of just sitting behind Figma, I decided to step into the field with real farmers. That’s where everything changed.
Few Things to Know
What is Markhet App?
The Makrhet App is the core product of OneRoot , a digital marketplace for farmers to sell produce directly to buyers. Think of it as an “Amazon for agriculture,” where instead of relying on middlemen, farmers can showcase their crops, mark them as harvest-ready, and instantly connect with interested buyers.
What does “Ready to Harvest” mean in the platform?
It’s a key feature allowing farmers to mark their produce as ready for sale, instantly notifying registered buyers in the network. This is critical for time-sensitive produce where delays can directly impact quality and income.
🔍 Field Research: Seeing the Real Problem
I went to an Event where farmers were present with our MVP in hand and asked farmers to complete a few core tasks.
One of them was simple:
👉 “Can you mark your crop as ready to harvest?”
“If I say my crop is ready, what happens next?”
The results were eye-opening:
Farmers scrolled endlessly, not sure where to go.
Some tapped on Mandi Prices thinking that’s where they’d mark harvest.
Many simply gave up and asked me directly, “Where do I click?”
🛑 Where Farmers Struggled
When first looked at the old MVP, it became clear that the issues weren’t just visual , they were fundamental UX problems. Here are the key gaps we discovered:
💡 That was the aha moment.
Marking “Ready to Harvest” felt like shouting into the void. Farmers didn’t see immediate outcomes, so motivation was low.
🤝 Brainstorming & Ideation
Back at the office, I gathered with the product and dev teams. We filled whiteboards with flows, debated approaches, and sketched wireframes. Instead of polishing what was already broken, I decided to rethink the flow.
🎯 Staying Focused on the Core Problem
During our early discussions with stakeholders and the product team, a lot of ideas started surfacing — everything from weather reports, to agronomist advice, and even community features.
While these ideas had potential, they quickly became distractions from the real challenge we had uncovered in the field:
👉 Farmers were struggling to mark their produce as “Ready to Harvest” and connect with buyers.
To bring clarity, I introduced the MoSCoW Prioritization Framework into our conversations. This helped us sort through the noise:
No Direct “Ready Today” Option
Farmers had to enter “0” days for crops ready today, making the flow unintuitive.
Inconsistent Design Language
Fonts, spacing, and visuals lacked consistency, reducing clarity and trust.
Overwhelming Home Screen
Too many “Edit” buttons created confusion about where to focus.
Cluttered Market Price View
All crop prices were shown together, instead of letting farmers check for a single crop.
Reframing the Problem
Instead of asking:
“How do I make the UI modern?”
I asking:
How might we make it easier for the farmer to indicate that his farm is ready for harvest while having access to a pool of buyers to sell his produce to?
🎯 The Solution
01
🌱 Ready to Harvest” Becomes Obvious
Before, farmers had to hack the system by entering “0 days” or scroll endlessly to find the option.
Now:
👉 A prominent slider sits right on the home screen.
👉 The progress bar shows how many days are left until harvest.
👉 Farmers see status across all crops — ready vs not ready.
💡 UX Principle: Visibility of system status
Farmers always know what’s happening without guessing.
02
📈 Progress With Purpose
Marking readiness isn’t just a button anymore, it’s the first step toward real buyers showing up at the farm.
Now:
👉 The app clearly tells farmers: “You’re one step closer to receiving calls.”
👉 Each action feels rewarding and connected to outcomes
💡 UX Principle: Feedback & goal orientation
Every interaction shows progress toward something meaningful.
03
💰 Market Prices That Actually Matter
Previously, farmers saw generic market rates, like “Coconut.” But farmers don’t trade in generic crops ,they trade in varieties.
Now:
👉 Prices are shown for specific varieties (e.g., Tender Coconut (Nati,DJ)).
👉 The data matches how farmers talk and think in real markets.
💡 UX Principle: Match between system and real-world design
The app speaks their language, not abstract system language.
🎯 The Result and Impact
3x
Farmers marking harvest readiness grew from ~120 in May → 400+ by July (a 233% increase).
📞 37%
As a result, buyer calls surged from 40% in April → 55% in May, a 37% jump in one month.
More insights to explore
Discover additional case studies, tips, and strategies to help your business grow and innovate faster.
More insights to explore
Discover additional case studies, tips, and strategies to help your business grow and innovate faster.
5 Weeks
Turning Matches Into Real Dates
Built a simple, enjoyable date-planning feature that enhances user engagement.
5 Weeks
Turning Matches Into Real Dates
Built a simple, enjoyable date-planning feature that enhances user engagement.
3 Weeks
Saveasy — Simplifying Money for Everyone
Created an easy-to-use finance app tailored for users who aren’t confident with numbers.
3 Weeks
Saveasy — Simplifying Money for Everyone
Created an easy-to-use finance app tailored for users who aren’t confident with numbers.