Agrow a Bidding Marketplace for Farmers
Agrow a Bidding Marketplace for
Farmers
A transparent auction system where farmers can list crops for competitive bidding for best-selling price.
User Research
UI Design
Prototyping
Agrow a Bidding Marketplace for Farmers
A transparent auction system where farmers can list crops for competitive bidding for best-selling price.
User Research
UI Design
Prototyping
Agrow empowers farmers by providing a seamless platform to sell their crops🌾 directly to buyers, eliminating middlemen👨💼 and leveraging bidding options to ensure they secure the best possible prices🫰 for their produce.
Problem
Selling crops shouldn’t feel like a blind bargain. Yet, for small farmers, it often is. Millions of small-scale farmers across India face this daily struggle—growing food for the nation yet earning barely enough to survive.
The process of finding buyers, negotiating prices, and transporting goods is complex, leaving farmers vulnerable to middlemen and price exploitation.
Agrow empowers farmers by providing a seamless platform to sell their crops🌾 directly to buyers, eliminating middlemen👨💼 and leveraging bidding options to ensure they secure the best possible prices🫰 for their produce.
Design Process
Research
Comparative Analysis
User Persona
Empathy Mapping
Pain Points
Solution
User Journey
Information Architecture
Branding
Wireframes
App Experience
Problem
Selling crops shouldn’t feel like a blind bargain. Yet, for small farmers, it often is. Millions of small-scale farmers across India face this daily struggle—growing food for the nation yet earning barely enough to survive.
The process of finding buyers, negotiating prices, and transporting goods is complex, leaving farmers vulnerable to middlemen and price exploitation.
Design Process
Research
Research
Comparative Analysis
Comparative Analysis
User Persona
User Persona
Empathy Mapping
Empathy Mapping
Pain Points
Pain Points
Solution
Solution
User Journey
User Journey
Information Architecture
Information Architecture
Branding
Branding
Wireframes
Wireframes
App Experience
App Experience
Secondary Research
86%
Indian farmers are small or marginal landholders
NSSO, 2019
60%
Indian farmers rely on middlemen
NSSO, 2019
14%
Indian farmers use digital platforms for selling produce, mainly due to lack of awareness and usability issues
IAMAI, 2023
14%
Indian farmers use digital platforms for selling produce, mainly due to lack of awareness and usability issues
IAMAI, 2023
30%
Crop yield losses in India are due to weather unpredictability
IMD, 2022
Secondary Research
86%
86%
Indian farmers are small or marginal landholders
Indian farmers are small or marginal landholders
NSSO, 2019
NSSO, 2019
30%
30%
Crop yield losses in India are due to weather unpredictability
Crop yield losses in India are due to weather unpredictability
IMD, 2022
IMD, 2022
₹10,218
₹10,218
The average annual income of an Indian farmer
The average annual income of an Indian farmer
NSSO, 2021
NSSO, 2021
60%
60%
Indian farmers rely on middlemen
Indian farmers rely on middlemen
NSSO, 2019
NSSO, 2019
14%
Indian farmers use digital platforms for selling produce, mainly due to lack of awareness and usability issues
IAMAI, 2023
14%
Indian farmers use digital platforms for selling produce, mainly due to lack of awareness and usability issues
IAMAI, 2023
Research GAPs
Many existing apps focus on advisory services, not direct market access, leaving a gap in simple, direct-to-buyer solutions. Direct selling to buyers could increase earnings by 20-50%, but lack of awareness and logistical issues prevent adoption.
Comparative analysis
FarmRise support smallholder farmers in India by providing agronomic information and advice. The app is available across 15 states and supports 10 languages, including English, Hindi, Kannada, Marathi, Telugu, Gujarati, Odia, Punjabi, and Bengali.
Promote sustainable and profitable farming practices.
Provides real-time prices from over 400 mandis across India.
Locate current location of the Farm to receive accurate weather updates.
AgriCentral is a technology-driven application designed to assist Indian farmers in making informed decisions to enhance profitability. It leverages advanced technologies such as GPS, satellite imagery, big data analytics, machine learning, and image analysis to promote digital farming practices
Provides daily prices for over 25,000 crop price points.
A platform for farmers to interact with peers and agricultural experts.
Locate current location of the Farm to receive accurate weather updates.
Features
FarmRise
AgriCentral
Direct Crop Sales
No
No
Price Transparency
Yes(Mandi Price)
Yes(Market View)
Regional Language Support
Yes(10 Languages)
Yes(Multiple Languages)
Financial Assistance
No
No
Weather & Advisory Insights
Yes(Weather, Agronomy Advisory)
Yes(15-day forecast, Crop Care)
Research GAPs
Many existing apps focus on advisory services, not direct market access, leaving a gap in simple, direct-to-buyer solutions. Direct selling to buyers could increase earnings by 20-50%, but lack of awareness and logistical issues prevent adoption.
Comparative analysis
FarmRise support smallholder farmers in India by providing agronomic information and advice. The app is available across 15 states and supports 10 languages, including English, Hindi, Kannada, Marathi, Telugu, Gujarati, Odia, Punjabi, and Bengali.
Promote sustainable and profitable farming practices.
Provides real-time prices from over 400 mandis across India.
Locate current location of the Farm to receive accurate weather updates.
AgriCentral is a technology-driven application designed to assist Indian farmers in making informed decisions to enhance profitability. It leverages advanced technologies such as GPS, satellite imagery, big data analytics, machine learning, and image analysis to promote digital farming practices
Provides daily prices for over 25,000 crop price points.
A platform for farmers to interact with peers and agricultural experts.
Locate current location of the Farm to receive accurate weather updates.
Features
Features
FarmRise
FarmRise
AgriCentral
AgriCentral
Direct Crop Sales
Direct Crop Sales
No
No
No
No
Price Transparency
Price Transparency
Yes(Mandi Price)
Yes(Mandi Price)
Yes(Market View)
Yes(Market View)
Regional Language Support
Regional Language Support
Yes(10 Languages)
Yes(10 Languages)
Yes(Multiple Languages)
Yes(Multiple Languages)
Financial Assistance
Financial Assistance
No
No
No
No
Weather & Advisory Insights
Weather & Advisory Insights
Yes(Weather, Agronomy Advisory)
Yes(Weather, Agronomy Advisory)
Yes(15-day forecast, Crop Care)
Yes(15-day forecast, Crop Care)
Pain point
Market Access: They often lack connections to get the best prices and struggle with middlemen taking a cut.
Resource Constraints: Many lack the capital for technologies or struggle to find reliable labor.
Limited Information: Farmers may not have access to real-time market data or best practices for maximizing yields.
Uncertain Income: Fluctuating prices, unpredictable weather, and rising input costs make it hard to plan and profit.
Sustainability Concerns: Balancing productivity with soil health and water usage can be difficult.
User persona
Rajesh
The Traditional Farmer
Age
Location
Crop
Tech Comfort
42
Madhya Pradesh
Millets, pulses
Low
Pain Points
Relies on middlemen who offer low prices.
Struggles with unpredictable crop prices.
Limited access to real-time market data.
Needs
✔ A simple app with voice navigation.
✔ Direct buyer access to eliminate middlemen.
✔ Real-time pricing updates in Hindi.
Sunita
The Aspiring Agri-Entrepreneur
Age
Location
Crop
Tech Comfort
36
Maharashtra
Fruit, Vegetable
Moderate
Pain Points
Wants to sell directly but lacks marketing skills.
Needs better storage solutions.
Limited financial resources for scaling up.
Needs
✔ A bidding system to get competitive prices.
✔ Financial assistance or microloan connections.
✔ Educational content on storage & supply.
VIJAY
The Young Digital-Savvy Farmer
Age
Location
Crop
Tech Comfort
27
Punjab
Wheat, Sugarcane
High
Pain Points
Wants modern tools to analyze market trends.
Frustrated by the lack of transparent transactions.
Needs better access to buyers beyond his region.
Needs
✔ Data-driven insights on demand trends.
✔ Digital payments & secure transactions.
✔ Networking with wholesalers & agri-exporters.
Pain point
Market Access: They often lack connections to get the best prices and struggle with middlemen taking a cut.
Market Access: They often lack connections to get the best prices and struggle with middlemen taking a cut.
Resource Constraints: Many lack the capital for technologies or struggle to find reliable labor.
Resource Constraints: Many lack the capital for technologies or struggle to find reliable labor.
Limited Information: Farmers may not have access to real-time market data or best practices for maximizing yields.
Limited Information: Farmers may not have access to real-time market data or best practices for maximizing yields.
Uncertain Income: Fluctuating prices, unpredictable weather, and rising input costs make it hard to plan and profit.
Uncertain Income: Fluctuating prices, unpredictable weather, and rising input costs make it hard to plan and profit.
Sustainability Concerns: Balancing productivity with soil health and water usage can be difficult.
Sustainability Concerns: Balancing productivity with soil health and water usage can be difficult.
User persona
Rajesh
Rajesh
The Traditional Farmer
The Traditional Farmer
Age
Age
Location
Location
Crop
Crop
Tech Comfort
Tech Comfort
42
42
Madhya Pradesh
Madhya Pradesh
Millets, pulses
Millets, pulses
Low
Low
Pain Points
Pain Points
Relies on middlemen who offer low prices.
Struggles with unpredictable crop prices.
Limited access to real-time market data.
Relies on middlemen who offer low prices.
Struggles with unpredictable crop prices.
Limited access to real-time market data.
Needs
Needs
✔ A simple app with voice navigation.
✔ Direct buyer access to eliminate middlemen.
✔ Real-time pricing updates in Hindi.
✔ A simple app with voice navigation.
✔ Direct buyer access to eliminate middlemen.
✔ Real-time pricing updates in Hindi.
Sunita
Sunita
The Aspiring Agri-Entrepreneur
The Aspiring Agri-Entrepreneur
Age
Age
Location
Location
Crop
Crop
Tech Comfort
Tech Comfort
36
36
Maharashtra
Maharashtra
Fruit, Vegetable
Fruit, Vegetable
Moderate
Moderate
Pain Points
Pain Points
Wants to sell directly but lacks marketing skills.
Needs better storage solutions.
Limited financial resources for scaling up.
Wants to sell directly but lacks marketing skills.
Needs better storage solutions.
Limited financial resources for scaling up.
Needs
Needs
✔ A bidding system to get competitive prices.
✔ Financial assistance or microloan connections.
✔ Educational content on storage & supply.
✔ A bidding system to get competitive prices.
✔ Financial assistance or microloan connections.
✔ Educational content on storage & supply.
VIJAY
VIJAY
The Young Digital-Savvy Farmer
The Young Digital-Savvy Farmer
Age
Age
Location
Location
Crop
Crop
Tech Comfort
Tech Comfort
27
27
Punjab
Punjab
Wheat, Sugarcane
Wheat, Sugarcane
High
High
Pain Points
Pain Points
Wants modern tools to analyze market trends.
Frustrated by the lack of transparent transactions.
Needs better access to buyers beyond his region.
Wants modern tools to analyze market trends.
Frustrated by the lack of transparent transactions.
Needs better access to buyers beyond his region.
Needs
Needs
✔ Data-driven insights on demand trends.
✔ Digital payments & secure transactions.
✔ Networking with wholesalers & agri-exporters.
✔ Data-driven insights on demand trends.
✔ Digital payments & secure transactions.
✔ Networking with wholesalers & agri-exporters.
Empathy map
Says
Thinks
Does
Feels
If I knew the right buyers, I wouldn’t need middlemen.
I just want a simple way to sell my crops.
Loans are hard to get, and banks ask for too many documents.
Weather changes ruin everything; we need better forecasts.
I wish I had market prices available before selling.
I want to sell my produce faster, but I don’t know how.
I don’t understand how prices fluctuate so much.
Middlemen always take a big cut, but I have no other option.
Can I trust digital platforms to handle payments safely?
Will I get a fair price for my crops?
Asks fellow farmers for advice instead of relying on digital tools.
Avoids bank loans due to fear of debt and paperwork complexity.
Stores crops in traditional ways, leading to higher wastage.
Uses basic mobile phones, mostly for calling and messaging.
Continues selling to middlemen despite knowing they lose money.
Overwhelmed – Struggles to understand technology and financial options.
Hopeful – Wants better opportunities for future generations.
Frustrated – Losing money due to unfair pricing.
Uncertain – Can’t predict earnings due to fluctuating market rates.
Helpless – No bargaining power against middlemen.
Solution
AgroMart bridges the gap between small-scale farmers and direct buyers by providing a transparent, easy-to-use, and accessible mobile platform. The app eliminates middlemen, ensures fair pricing through bidding and fixed-price sales, and offers real-time market insights, secure payments, and educational resources to empower farmers.
Price Transparency
Farmers get real-time market rates to make informed selling decisions.
Direct Market Access
Eliminates middlemen, allowing farmers to sell directly to buyers.
Bidding Platform
Farmers can list their crops for buyers to bid competitively, ensuring better prices.
Secure Payments
Digital transactions ensure fast, fraud-free payments.
Agricultural Knowledge Hub
Provides weather updates, pest control tips, and best farming practices.
Empathy map
Says
Says
Thinks
Thinks
Does
Does
Feels
Feels
If I knew the right buyers, I wouldn’t need middlemen.
If I knew the right buyers, I wouldn’t need middlemen.
I just want a simple way to sell my crops.
I just want a simple way to sell my crops.
Loans are hard to get, and banks ask for too many documents.
Loans are hard to get, and banks ask for too many documents.
Weather changes ruin everything; we need better forecasts.
Weather changes ruin everything; we need better forecasts.
I wish I had market prices available before selling.
I wish I had market prices available before selling.
I want to sell my produce faster, but I don’t know how.
I want to sell my produce faster, but I don’t know how.
I don’t understand how prices fluctuate so much.
I don’t understand how prices fluctuate so much.
Middlemen always take a big cut, but I have no other option.
Middlemen always take a big cut, but I have no other option.
Can I trust digital platforms to handle payments safely?
Can I trust digital platforms to handle payments safely?
Will I get a fair price for my crops?
Will I get a fair price for my crops?
Asks fellow farmers for advice instead of relying on digital tools.
Asks fellow farmers for advice instead of relying on digital tools.
Avoids bank loans due to fear of debt and paperwork complexity.
Avoids bank loans due to fear of debt and paperwork complexity.
Stores crops in traditional ways, leading to higher wastage.
Stores crops in traditional ways, leading to higher wastage.
Uses basic mobile phones, mostly for calling and messaging.
Uses basic mobile phones, mostly for calling and messaging.
Continues selling to middlemen despite knowing they lose money.
Continues selling to middlemen despite knowing they lose money.
Overwhelmed – Struggles to understand technology and financial options.
Overwhelmed – Struggles to understand technology and financial options.
Hopeful – Wants better opportunities for future generations.
Hopeful – Wants better opportunities for future generations.
Frustrated – Losing money due to unfair pricing.
Frustrated – Losing money due to unfair pricing.
Uncertain – Can’t predict earnings due to fluctuating market rates.
Uncertain – Can’t predict earnings due to fluctuating market rates.
Helpless – No bargaining power against middlemen.
Helpless – No bargaining power against middlemen.
User Journey
Solution
AgroMart bridges the gap between small-scale farmers and direct buyers by providing a transparent, easy-to-use, and accessible mobile platform. The app eliminates middlemen, ensures fair pricing through bidding and fixed-price sales, and offers real-time market insights, secure payments, and educational resources to empower farmers.
Price Transparency
Farmers get real-time market rates to make informed selling decisions.
Direct Market Access
Eliminates middlemen, allowing farmers to sell directly to buyers.
Bidding Platform
Farmers can list their crops for buyers to bid competitively, ensuring better prices.
Secure Payments
Digital transactions ensure fast, fraud-free payments.
Agricultural Knowledge Hub
Provides weather updates, pest control tips, and best farming practices.
User Journey
Wireframes
User Journey
Awareness & Discovery
Awareness & Discovery
Registration & Profile Setup
Registration & Profile Setup
Listing Crops for Sale
Listing Crops for Sale
Connecting with Buyers
Connecting with Buyers
Payment & Logistics
Payment & Logistics
Post-Sale Feedback & Learning
Post-Sale Feedback & Learning
User Action
User Action
Hears about AgroMart through word-of-mouth, local NGO, or social media.
Hears about AgroMart through word-of-mouth, local NGO, or social media.
Downloads the app, registers with mobile number, and sets up a profile with farm details.
Downloads the app, registers with mobile number, and sets up a profile with farm details.
Uploads details about the crops (quantity, type, price expectation).
Uploads details about the crops (quantity, type, price expectation).
Receives offers via fixed price or bidding model and communicates with buyers.
Receives offers via fixed price or bidding model and communicates with buyers.
Finalizes the deal, arranges transportation, and receives payment.
Finalizes the deal, arranges transportation, and receives payment.
Rates the transaction and explores learning resources for better farming practices.
Rates the transaction and explores learning resources for better farming practices.
Goal & Experience
Goal & Experience
Understands how the app can help sell crops directly to buyers.
Understands how the app can help sell crops directly to buyers.
Provide basic details for crop listing and price alerts.
Provide basic details for crop listing and price alerts.
Get visibility from potential buyers and receive fair offers.
Get visibility from potential buyers and receive fair offers.
Secure the best deal and confirm the sale.
Secure the best deal and confirm the sale.
Ensure timely and secure delivery of produce while receiving full payment.
Ensure timely and secure delivery of produce while receiving full payment.
Improve future sales strategies and farming knowledge.
Improve future sales strategies and farming knowledge.
Feelings & Thoughts
Feelings & Thoughts
“Will this really work? Is it easy to use?”
“Will this really work? Is it easy to use?”
“I hope this process is simple. I don’t want to fill too many forms.”
“I hope this process is simple. I don’t want to fill too many forms.”
“How do I set the right price? Will I find buyers?”
“How do I set the right price? Will I find buyers?”
“Are these buyers genuine? How do I negotiate?”
“Are these buyers genuine? How do I negotiate?”
“Will the payment be instant? What if transport costs are too high?”
“Will the payment be instant? What if transport costs are too high?”
“Can I get a better price next time? What crops are in demand?”
“Can I get a better price next time? What crops are in demand?”
Pain Points
Pain Points
Lack of trust in digital platforms, fear of scams, and low tech literacy.
Lack of trust in digital platforms, fear of scams, and low tech literacy.
Difficulty entering information due to low literacy or unfamiliarity with tech.
Difficulty entering information due to low literacy or unfamiliarity with tech.
Lack of knowledge about market pricing and demand trends.
Lack of knowledge about market pricing and demand trends.
Trust issues, difficulty in bargaining, and risk of non-payment.
Trust issues, difficulty in bargaining, and risk of non-payment.
Payment delays, unreliable transport options, and hidden charges.
Payment delays, unreliable transport options, and hidden charges.
Limited access to expert advice and lack of buyer feedback.
Limited access to expert advice and lack of buyer feedback.
Opportunities
Opportunities
Use voice-based tutorials, farmer success stories, and local-language content to build trust.
Use voice-based tutorials, farmer success stories, and local-language content to build trust.
Use simple interfaces, voice inputs, and regional language support for onboarding.
Use simple interfaces, voice inputs, and regional language support for onboarding.
Provide real-time price suggestions, AI-based recommendations, and comparison tools.
Provide real-time price suggestions, AI-based recommendations, and comparison tools.
Enable verified buyer profiles, escrow payment system, and automated negotiation assistants.
Enable verified buyer profiles, escrow payment system, and automated negotiation assistants.
Integrate instant digital payments, transport booking services, and buyer rating systems.
Integrate instant digital payments, transport booking services, and buyer rating systems.
Offer AI-driven insights, personalized tips, and seasonal market trend reports.
Offer AI-driven insights, personalized tips, and seasonal market trend reports.
App Experience
Welcome Screen
A warm welcome.
Language Selection Screen
Select from multiple regional languages for an easy experience.
Transition Splash Screen → Leads to Sign-Up Page
Engages users while loading necessary assets.
Displays key app benefits.
Sign-Up Page
Simple form with mobile number authentication (OTP-based login).
Location Access Splash Screen
Explains why location permission is needed.
Clear "Allow" and "Deny" options.
Transition Splash Screen → Leads to Profile Creation
Encourages users to create a profile for a personalized experience.
Profile Creation Page
Users enter their name and location, Land Details, Scan Aadhaar Card and Select Crop Type(Users choose from a pre-listed crop catalog).
Home Dashboard
Track earnings, weather updates, trending news, and marketplace opportunities at a glance.
My Crops
Lists all crops the user currently grows.
Provides an option to add new crops or update details.
Add Crop Details Page
Farmers input crop type, quantity, and expected price.
Upload crop photos (optional but encouraged for transparency).
Auction Page
Users select which crops to put up for auction.
Set a minimum price and auction duration.
Check Bids Page
Farmers can view current bids on their crops.
Accept the best bid or wait for a higher offer.
Simple visual indicators for highest bid, time left, and buyer details.
Information Architecture
Wireframes
App Experience
Welcome Screen
Welcome Screen
A warm welcome.
A warm welcome.
Language Selection Screen
Language Selection Screen
Select from multiple regional languages for an easy experience.
Select from multiple regional languages for an easy experience.
Transition Splash Screen → Leads to Sign-Up Page
Transition Splash Screen → Leads to Sign-Up Page
Engages users while loading necessary assets.
Displays key app benefits.
Engages users while loading necessary assets.
Displays key app benefits.
Sign-Up Page
Sign-Up Page
Simple form with mobile number authentication (OTP-based login).
Simple form with mobile number authentication (OTP-based login).
Location Access Splash Screen
Location Access Splash Screen
Explains why location permission is needed.
Clear "Allow" and "Deny" options.
Explains why location permission is needed.
Clear "Allow" and "Deny" options.
Transition Splash Screen → Leads to Profile Creation
Transition Splash Screen → Leads to Profile Creation
Encourages users to create a profile for a personalized experience.
Encourages users to create a profile for a personalized experience.
Profile Creation Page
Profile Creation Page
Users enter their name and location, Land Details, Scan Aadhaar Card and Select Crop Type(Users choose from a pre-listed crop catalog).
Users enter their name and location, Land Details, Scan Aadhaar Card and Select Crop Type(Users choose from a pre-listed crop catalog).
Home Dashboard
Home Dashboard
Track earnings, weather updates, trending news, and marketplace opportunities at a glance.
Track earnings, weather updates, trending news, and marketplace opportunities at a glance.
My Crops
My Crops
Lists all crops the user currently grows.
Provides an option to add new crops or update details.
Lists all crops the user currently grows.
Provides an option to add new crops or update details.
Add Crop Details Page
Add Crop Details Page
Farmers input crop type, quantity, and expected price.
Upload crop photos (optional but encouraged for transparency).
Farmers input crop type, quantity, and expected price.
Upload crop photos (optional but encouraged for transparency).
Auction Page
Auction Page
Users select which crops to put up for auction.
Set a minimum price and auction duration.
Users select which crops to put up for auction.
Set a minimum price and auction duration.
Check Bids Page
Check Bids Page
Farmers can view current bids on their crops.
Accept the best bid or wait for a higher offer.
Simple visual indicators for highest bid, time left, and buyer details.
Farmers can view current bids on their crops.
Accept the best bid or wait for a higher offer.
Simple visual indicators for highest bid, time left, and buyer details.
Branding
Aa
Aa
Regular
Regular
Bold
Bold
20px
20px
16px
16px
12px
12px
8px
8px
Lato
Lato
A Future Where Farmers Thrive
A Future Where Farmers Thrive
Agrow is a movement towards fair, profitable, and sustainable farming.
Agrow is a movement towards fair, profitable, and sustainable farming.
FFF6DA
FFF6DA
EED996
EED996
89EC75
89EC75
47B032
47B032
123524
123524
000001
000001
Agrow
Empowering Farmers
Branding
Aa
Regular
Bold
20px
16px
12px
8px
Lato
A Future Where Farmers Thrive
Agrow is a movement towards fair, profitable, and sustainable farming.
FFF6DA
EED996
89EC75
47B032
123524
000001
Agrow
Empowering Farmers