UX for Rural India


UX for rural India


3 Weeks

Project Type





Ecosystem map

Service blueprint

High fidelity


Idea Validation

Project overview

This project delves into India's agriculture, seeking opportunities and solutions to empower farmers, boost efficiency, and build resilience. It analyzes challenges and leverages data to drive sustainable growth.


Designed a service that creates a temporary storage for the farmers to keep their produce before they sent it to cold storages.

Initial brainstorming

Problems Identified

Lack of Direct Market Access

Farmers often have to sell their produce at lower prices due to a lack of direct access to markets.

Lack of Technological Adoption

Slow adoption of modern agricultural technologies can hinder efficiency and productivity.


horticulture.punjab.gov.in Mentions that there is a lak of market linkage and cluster/ corporate approach under the Limitations

agri.punjab.gov.in Mentions that there is a need to spread The Latest Crop Production Technology To Bridge Knowledge Gap Between Farmers And Experts

manage.gov.in/ states that the pace of reforms and infrastructure development in the agricultural sector is not meeting the rate warranted by the rising production and diversification.

Food and Agricultural Organisation (FAO) revealed that there is a significant food loss across the supply chain due to factors like inadequate storage, inefficient processing, and poor transportation.

What Impact Do We Want?

  • Increased Crop Yields and Quality

  • Improved Quality and Freshness for Consumers

  • Optimized Resource Use and Cost Efficiency

  • Reduced Wastage and Improved Supply Chain Efficiency

  • Inclusivity and Empowerment

  • Risk Mitigation and Management

Is This Really The Impact We Need?

A fund was created in NABARD that focusses on promoting innovative and feasible concepts/projects and transfer of technology for enhancing production and productivity in agriculture and allied sectors and increasing farmers’ income.

Hence, our hypothesis that work needs to be done to achieve the impacts we identified was right.

Initial How Might We?

“How might we leverage technology for promoting innovative solutions in horticulture and facilitate technology transfer, boosting production, efficiency, and income, also establishing direct market linkage for enhanced productivity?”

Direct Market Linkage

The Farmers Pride International defines the term linkage as a physical connection between the producer and the ultimate consumer. Linkages also involve financial transactions - the selling and buying of goods.


1. Localized, vernacular content and services like personalized advisory through mobile platforms.

economictimes.indiatimes.com states there are complexity of agricultural supply chains, many stakeholders and unpredictable factors like the weather.

2. Too many middle man in the supply chain, leading to artificial price rise

A study by manage.gov.in states that a significant amount of the produce is wasted or spoiled before it reaches the consumer, transporting the produce is expensive, adding to the overall cost and complexity.

3. The distribution of storage capacity between states skewed.

A study by Ministry of Food Processing Industries states that huge quantities of harvested produce get wasted due to fragmented supply chains and inadequacy of post-harvest infrastructure.

Why Direction 3?

It is confirmed form the insights of our initial secondary research that :

Inadequate Support for Rising Agricultural Demands: Agricultural reforms and infrastructure are not keeping pace with the sector's growth, limiting market access for smallholders.

Supply Chain Inefficiencies Leading to Food Loss: High food loss in the supply chain is driven by inadequate storage, inefficient processing, and poor transportation.

Revised How Might We

"How might we develop and integrate smart technology solutions to optimize the distribution and utilization of storage capacity in horticulture, thereby enhancing production efficiency, reducing waste, and establishing direct market linkages to increase farmers' income?"

What We Wanted To Know From Primary


Storage Needs Assessment

Understand farmers' methods for evaluating produce volume/type and determining specific storage conditions.

Storage Booking Preferences

Identify key digital platform features farmers seek for storage booking and ensuring facilities meet preservation requirements.

Logistics Coordination

Learn steps farmers take to prepare produce for transport and coordinate with transporters for timely delivery.

Storage Maintenance

Explore farmers' use of IoT for monitoring produce and essential measures for maintaining quality during storage.

Market Linkage Strategy

Understand how farmers use market insights for distribution planning and strategies for seamless storage-to-distribution transition.


Capacity Management

Understand how facility owners assess/manage capacity for different produce types and optimize storage space for diverse farmer needs.

Booking Management

Learn how facilities handle/confirm digital bookings and communicate with farmers/transporters about storage arrangements.

Logistics Coordination

Explore coordination with transporters for smooth receipt/storage of produce and protocols for managing large volume logistics.

Storage Maintenance

Understand technologies/methods used for monitoring/maintaining optimal conditions and ensuring produce quality during storage.

Market Linkage Support

Learn how facilities assist in the transition from storage to distribution and maintain produce quality during distribution.

Primary Research

Methods: Interviews, Observation, Visual Ethnography

Target audience: Farmers, Storage Facility owners

Sample Size: 9

Location: Village Thuha

Primary Research Insights

Supply Chain Inefficiencies

  1. Farmers selling raw vegetables immediately due to lack of storage indicates a gap in post-harvest management.

Technology and Information Gaps

  1. Farmers' fear of fraud and their perception that apps do not provide much profit indicate trust and value issues with digital platforms.

  2. The reliance on social media and news for information suggests the potential for a centralized, reliable information system.

Storage Challenges

  1. The distance to cold storage facilities and associated costs (100-120Rs per bag) highlight the need for decentralized storage solutions.

  2. The risk of spoilage and the lack of complaint mechanisms for storage issues suggest a need for improved storage management and farmer support systems.

Market Access and Pricing

  1. The observation that payment is made during pickup even after the produce is spoiled implies cash flow issues for farmers.


Persona (Farmer)

Persona (Storage owner)

How Might We?

"How might we design a localized, accessible, and efficient storage system that empowers farmers with strategic partnerships and technology, streamlines the supply chain, minimizes waste, and improves profitability for farmers and storage owners in Punjab?"


Methods: Interviews, Observation, Visual Ethnography

Converging Ideas

  • It’s because temporary storage plays a critical role in the post-harvest process:

  • Congestion Management: It prevents the congestion of permanent storage facilities by regulating the flow of produce.

  • Quality Preservation: Allows produce to be gradually cooled or conditioned, reducing the shock from harvesting temperatures to storage temperatures.

  • Market Timing: Helps in timing the market for better prices, especially if the market is currently saturated.

Problems Identified

Ecosystem Mapping

Service Blueprint

UI Style Guide


Logo Concept

Final Screens


Koshrey, an application dedicated to bridge the gap between farmers and storage owners. Farmers can use this application to connect to the storage owners and can store their produce, also getting real time notifications about the health of stored items, and an option to transport.


Homepage will provide you real time market analytics about the vegetable and fruit prices, Storages near you, a map where you can locate and check the facilities provided at the storage unit, and decide accordingly which storage unit suits best for your harvest.


You can Check the available facilities, capacity, price of the storage and then book the storage by adding the Harvest details


You Can either search by Harvest name or Storage name


Map where you can locate and check the facilities provided at the storage unit, and decide accordingly which storage unit suits best for your harvest and track your transportation.


Koshrey+ for the storage owners where they can manage their earnings, spendings, stored item conditions and can receive more and more customers.

Home screen

Here you can Check the Financial Performance, Financial Analysis and also keep a track on the current orders.


Storage owners can add their storage to our app in which they can show The facilities available in the storage


Storage owners can manage their records. They can check their income, expenses, stocks etc

Idea Validation

Local Farmers

“App taan vadiya lag reha chalaan vich”
“Dekhan nu app bada vadiya lag reha hai”
“Iss vich je saanu Storage vaaleya vallo jaankari mil rahi taan bohot vadiya hovega”
“Storage vaale v je naal di naal update karan taan app saath zaur devega”
“Storage vaale v kai vaar apne cooler nahi chalaunde, taan samaan paya paya kharaab ho janda hai”

Local Farmers

“Aalu nu vich vich paltauna painda hai taan je iss raahi pata lag jaave ki oho othe paye paye kharaab taan ni ho rahe taan vdiya rahega”(Real Time Info)
“Nede storage je hon taan vadiya hi hai”
“Transport taan appan khud hi kar lavaan ge”

Design is Everywhere!

Let's explore design together!

designheryerde 2024. Designed by Samriddhi

Design is Everywhere!

Let's explore design together!

designheryerde 2024. Designed by Samriddhi