The Product’s Story
To design a mobile-first native app which promotes trade, use of financial services and warehousing in the community.
Product Goals
Business Goal
To be a tech-enabled and digitally-driven system that requires little to none manual involvement from Arya.
User Goal
To digitize the process of buying and selling of produce with an end-to-end support from Arya right at their fingertips.
Admin
Users operating CRUD operations & managing the whole ecosystem
Buyers
Users who purchase the grains from the farmers, FPOs, Farm-owners, etc
Sellers
Farmers and FPOs who wishes to make commodity trades and sell on the best bids.
Traders
These sets of users includes both buyers and sellers.
Warehouse Owners
These are the FPOs, farmers or anyone owning a warehouse to store grains.
Identifying The Target Audience
To recruit participants for stakeholder interviews, we investigated the roles and journeys of our target audience.
Ecosystem mapping
Identifying product lines, users and their roles in the system to get an idea about their interactions.
Listing all the tasks with common intents that the different profiles engage with on Arya.ag.
Misleading actionables
Partial Information leading mistrust from user
No real-time assistance
Accessibility issues on actionable elements.
Multiple primary CTAs resulting in confusion to navigate
No feedback on certain actions, difficult for user to find the log of their activities
Feature mismatch in web and mobile
Inconsistency in layout and creatives
Parameters for payment security are not communicated
Primary Information is hidden under a long scroll
Forced Sign Up without fulfilling the primary requirement
Less visibility of system status
For this evaluation, we made use of tenets from our blue-book which has been created to conduct HE in a quantified, sore-based manner
Read our Blue-Book 
Heuristic Evaluation
Conducting a thorough UX Audit of the current product, we found the exact pain points to be addressed.
Competitive Analysis
We considered the indirect competitors of Arya for this activity. The objective was to get the overall quality insights and set a design benchmark based on certain parameters as shown.
Interactions
Proper visual clue for efficient interaction. Letting the user easily navigate through the sections.
Base Familiarity
A fair number of standard elements with known signifiers.
Narrative
Communicating proper brand story, objective and achievements.
Atomic Density
Enough breathing room for the User Interface elements.
Balanced text Usage
Adding texts with information wherever needed, yet avoiding too much of text in self-explanatory elements.
Engagement
Enough action oriented CTA’s and interactions that take users to different pages/tasks.
Navigation
Visible and prominent areas of navigation to make the user feel accessible to all sections on the platform.
User Studies
Interviewing the potential customers, primarily current or past users of the product
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What tasks do they typically perform on the app?
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What does their everyday journey look like?
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What are their pain points?
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Do they have set mental models when it comes to navigating and understanding information on the platform?
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What are their happy paths?
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What does their digital world look like, apart from Arya?
User Research Insights
Capturing the primary and secondary needs of users, we collated points which directly and indirectly affected the user conversion.
System Level/Backend
Notifications from Arya regarding Mandi Rates
Range of prices that the commodity is getting sold at along with the mandi rate.
New Features
Seed processor Profile
Intuitive overview for all kind of payments. [Incoming and Outgoing]
Warehouse overview and their commodity storage
UI Fixes
Preferences on corps and locations
Prominency of Mandi bhav within a section
One-tap process in familiar interactions.
Smooth onboarding is needed
Advanced commodity filter
Visual data on the storage facility
Proper hierarchy of Commodity browsing
Additional Cards
Predictive rates of commodity
Capacity details in warehouse
Loan against commodity
Last updated commodity prices
Attributes related to Mandi and warehouse, which helps the user making informed decisions.
Information Architecture
In this exercise, we intended to simplify the accessibility of different modules inside the system so that a new footprint in the app can find the relevant information within a few taps.
Wireframes
Keeping Scalability, Simplicity and Usability as a primary goal, we ideated on concepts with the help of wireframes to optimise the design and task flows for the best user experience.
Visual Design Strategy
Visual Moodboarding.
We moodboarded with the stakeholders for visual design and the whole workshop was surrounding the marketing story and theme of the app.
Accent colors
Accent_1
#051E18
Accent_2
#179778
Secondary colors
Secondary_1
#677373
Secondary_2
#B8BDBD
Secondary_3
#E1E3E3
Label Colors
Success
#30BF50
Alert
#F4B53F
Warning
#1AA2DB
Range
#2081C3
Homepage.
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We understood that our users are not particularly tech-savvy, so approached for solutions which follow the standards in terms of UI components.
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Elements like quick links, cards, offer banners, carousels, scroll, etc, are namely some of the components which have been used all across the new designs.
Commodity Management
Since the majority of customers only trade in one to two commodities, it was crucial to give them access to content that they could curate according to their preferences.
Warehousing & Storage.
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Users have a number of commodities stored in different warehouses, Storage section is the one where they can see all of them together.
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We have shown clear visual indication of services as per their availability for Certified and Non-certified warehouses.
Finance.
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Although the wallet distribution in Arya differs from that of typical e-wallets, we took care of disbursements, statements, and logs consistent with what consumers would expect to see.
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With Loan Against Commodity (LAC) feature, it becomes essential for users to have a section dedicated just for disbursements in order to acquire the insights upfront and respond appropriately.
Buy, Auction & Sell.
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A user can examine all of their quotes after posting a buy or sell requirement and proceed with a contract if they’re satisfied.
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Once a quote is finalised, the seller can use it to build a contract and send it to the buyer. This works for all pages - Buy, Sell and Auctions
Profile Management
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Profile is the go-to space for users which has all the actions and section that are contextual to the user. Sections like My Store, Release Stock Log, My Quotes, Favourited Items, etc.
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We also included a part where users could switch between the different languages easily.
