Engro Rahbar

Improving digital usability to
improve farming prospects

Services

Service Design
0
Farmers impacted
0 %

Yield increase

0 %

Reduction in
water usage

Introduction

HOW IT BEGAN

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.

our role

Engro Fertilizers Limited engaged Designist to conduct a
comprehensive evaluation on their Engro Rahbar platform from a
usability and design perspective.

Stakeholder Interviews

This platform required multiple stakeholder types that
facilitate the entire process.
Designist was 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.

The 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 may
not be a basic user need, or are currently a hindrance in performing
a task.

Through the Engro Rahbar programme: more than 50,000 farmers
were postively impacted, there was a 15% increase in yield, and a
20% reduction in water usage.

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