Case Study

Engro Rahbar

Role

Researcher

Founding Member

Team

Design team

5 members

Project

Farmer

Scope

Field Research

Usability Testing

Documentation

Shadowing and Obv

Overview

Engro Foundation’s strategic community investments target the provision of quality education, health, increased livelihoods and other necessities, such as clean water and infrastructural development, of the communities around our plant sites. The scope of our inclusive business interventions stretches across Pakistan.

Problem

Engro Rahbar was a one-stop-shop for the farmer to engage with.Engro and get a complete solution of farming (sowing, growing, maintaining, and harvesting). This platform required multiple stakeholder types that facilitate the entire process.

Stakeholder interviews

This platform required multiple stakeholder types that

facilitate the entire process. We were brought on board to evaluate the entire platform and understand the user’s pain points and understand the rationale behind each feature, or propose new features based on stakeholder feedback.

The platform was designed for basic actions but with the

expansion in functionalities, and growing business

needs, it had evolved into a complex system.



The stakeholders had multiple challenges performing

actions on the platform which made it difficult for

business owners to track performance.

Field Research

Going out into the field and speaking to stakeholders

helps us recognise the pain points that people have

when engaging with a digital platform.



For users that have relatively lower tech-literacy, even

the most basic functionalities may be a deterrent to

engaging regularly.

Heuristic Evaluation

Heuristic evaluation was conducted on 380+ screens of

the existing platform. We also conducted user research

through interviews and usability testing with various

stakeholders.



This provided insights into not only the user’s pain-points

and suggestions for the modules they were using, but

also for the other modules connected to their own.

Outcome

The results of the heuristic evaluation and field research have allowed Engro to revisit their decisions and streamline the Engro Rahbar programme by re-imagining various functionalities that maynot be a basic user need, or are currently a hindrance in performing

a task.



Through the Engro Rahbar programme: more than 50,000 farmerswere postively impacted, there was a 15% increase in yield, and a20% reduction in water usage.

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