Jivabhumi Agricultural marketing website

Produce traceability and marketing, redefined through user experience!

Client

Jivabhumi

Industry

Agriculture & Marketing

Year

2016

A bird’s eye view

 

Streamline Food Traceability and furnish a robust online platform to gauge, optimize and scale supply & distribution. Simultaneously, equip farmers with information, knowledge, and technology to sustain farming with limited resources at disposal.

Measuring the field

Jivabhumi, a Karnataka government-funded initiative, focuses on building local communities of farmers & farmer co-operatives to connect organically grown food to conscious consumers.

The consumer signs-up with Jivabhumi to support and provide a long-term commitment to a farmer/farmer-community who in turn agrees to grow food for the consumer using natural farming methods.

The challenge was to streamline Food Traceability and furnish a robust online platform to gauge, optimize and scale supply & distribution. Simultaneously, equip farmers with information, knowledge, and technology to sustain farming with limited resources at disposal.

Sowing our seeds

Research

Our research team reached out to farmers and consumers in Bangalore and Karnataka. We obtained raw insights into the efforts of the farmers and the means of earning their livelihood. As well as user behavior with respect to choosing Jivabhumi over other means.

The data was largely categorized into three main strategies:
For the business – Risk management and mitigation.
For the supply chain – Efficiencies relate to productivity; cash flow improvements; innovation; and reducing waste.
For the consumers – Access to markets and specialty foods. Along with strengthening brand confidence.

 

Understanding user approach

It was apparent that Jivabhumi’s initiatives were far more resourceful in comparison to the traditional methods of selling the produce. However, there were a handful of hiccups caused in reaching out to the consumers due to below average performance of the website.
Besides, the farmers were not accustomed to selling their produce online and preferred traditional methods of trading through redundant intermediaries or at the market.

 

Findings

The food supply chain today is truly a maze that is dynamic and complex in nature. Food traceability is about more than recalls. The need to ascertain the origin of products, ingredients and their attributes, from the farm through food processing is growing in importance.

To ensure the success of Jivabhumi’s efforts, an array of teams was part of the administration that contributed to the overall consumer delivery. Hence, these contained facets of data to be incorporated in a logical flow for each unit while remaining user-centric and simplified.

 

Solution

Food Traceability structure interface was designed in assisting to better understand and implement ways to track as well as trace paths of the produce. It also aids to improve food safety, security and mitigates friction in the supply chain.

We also ensured our design was intuitive, simplistic, minimal, by incorporating visual elements to invoke familiarity in the user, encouraging the not-so-tech-savvy to explore the information and derive value, boosting their confidence in the transaction.

Thence, redefining the interface for a valued user experience.

A rewarding harvest!

With a well-detailed Food traceability framework, consumer confidence has been boosted substantially.

Our innate website design has empowered several farmers to take the initiative to personally prepare the produce for consumer purchase, online!

User traffic and consumer interactions have grown since the reconstruction of the website.

Our user-centric module has helped in endowing homes with fresh produce and ensuring –

  • Detailed solutions and guides to farmer and user needs
  • Improved the growth of the online customer base
  • Propelled revenue
  • Enhanced customer outreach
  • Ever growing market presence

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