Ankur : A farmer-centric mobile app supporting the transition to organic farming in Maharashtra
Academic Project | Semester 3 | Guided by - Dr. Sukanta Majumdar
Project Overview
Ankur is a mobile app designed under the Panjabrao Deshmukh Organic Farming Mission to help farmers adopt organic practices through simplified learning, access to organic inputs, and certification guidance. The project focuses on bridging the gap between government initiatives and on-ground farmer adoption using a human-centred, systems-thinking approach.
The Problem
Despite multiple government schemes, organic farming adoption remains low due to poor access to training, complex certification processes, low digital literacy, and lack of trust in long-term outcomes. Farmers often drop out mid-transition due to uncertainty and insufficient support.
My Role
UX Designer : Research • User journeys • Wireframes • Information architecture • App UX • Visual direction
The Users
Small and marginal farmers (1–5 acres) transitioning to organic farming, with limited smartphone literacy, high cost sensitivity, and strong reliance on peer learning and trust.
The Opportunity
Design a simple, farmer-friendly mobile experience that enables gradual adoption of organic practices by making knowledge, resources, and support accessible, understandable, and actionable.
Understanding the Systemic Gaps in Organic Farming
1. Secondary Research
The project began with secondary research to understand the organic farming ecosystem in Maharashtra. I studied government policy documents related to the Panjabrao Deshmukh Organic Farming Mission, along with reports on farmer distress, soil degradation, climate change, and chemical dependency particularly in Vidarbha. I also reviewed existing agri-tech and government farming apps to assess usability and engagement. This research highlighted a key gap: most platforms are information-heavy and policy-driven, with limited focus on supporting behaviour change or sustained adoption by farmers.
2. Primary Research
Primary research through contextual inquiry and stakeholder interviews revealed key constraints such as low digital literacy, reliance on peer networks, and hesitation toward complex digital systems. Farmers preferred visual, example-based learning over text-heavy content, with step-by-step, actionable guidance aligning best with how they adopt new farming practices.
Why Vidarbha, Maharashtra?
Panjabrao Deshmukh Organic Farming Mission (2018)
I initially explored Sustainable Organic Farming in India, but I chose to focus on Vidarbha, Maharashtra, as it is home to the Panjabrao Deshmukh Organic Farming Mission (PDOFM) a crucial government initiative addressing organic farming challenges. While India faces a wicked problem in sustainable agriculture, small, well-structured interventions like PDOFM can drive tangible change, making Vidarbha an ideal region to study, refine, and implement impactful solutions.
Concept
Rethinking of PDOFM system : Gaps Identified in the Existing System
Manual processes lead to delays and errors, with no centralized database.
Limited flexibility for farmers to choose groups based on shared interests or goals.
Lack of digital or repeatable learning materials for remote farmers.
Limited availability of organic inputs and insufficient transparency in pricing.
Lack of continuous monitoring and digital tools to track compliance.
Tedious, time-consuming, and lacks real-time status updates for farmers.
Limited buyer connections and insufficient insights into market trends.
Minimal focus on branding and packaging to increase product appeal.
Concept of Digital Ecosystem
Information Architecture
Typography
Wireframes
80+ App Screens
Onboarding
An illustration of 3 major goals of this App-
Join the Mission,
Learn & Thrive,
Get Certified
These onboarding screens set the stage for a positive user experience by clearly communicating the app’s value proposition and guiding farmers through the initial steps.
Login / Signup
Offering Indian language options ensures accessibility and inclusivity, allowing farmers to navigate the app comfortably in their preferred regional language, enhancing user experience and engagement.
The login by phone number option provides a simple, secure, and familiar method for farmers to access the app, ensuring ease of use and wider adoption among users who may not have email access.
Red signals error, ensuring quick user attention to incorrect OTP.
The login by phone number option provides a simple, secure, and familiar method for farmers to access the app, ensuring ease of use and wider adoption among users who may not have email access.
Activation by phone number
Homescreen
Using star-rated profiles for farmers showcases their achievements in sustainable practices, motivating them and others. Notifications in the top bar provide timely updates, ensuring farmers stay informed on important activities and milestones.
Including a horizontal scroll of bulletins with agricultural tech news after the top bar keeps farmers updated on the latest advancements, trends, and innovations in the field, fostering knowledge growth and informed decision-making.
Horizontal scroll for indicating division of crop fields
Alert About the land crop condition and necessary steps to take.
Other Screens
