P-Tani
P-Tani derives from the word ‘Petani’ which means farmer. This project is about developing a mobile app that allows farmers to sell excess/distributor rejected crops directly to customers.
Project type
UI/UX Design
Year
2022
Role
UX Researcher and Designer
Tools
Figma, Adobe InDesign, Adobe Illustrator. Adobe Photoshop
Issue overview
In low-income countries like Indonesia, food is lost mostly during the early and middle stages of the food supply chain, much less food is wasted at the consumer level. Hence why farmers are disproportionately impacted by the consequences of food waste.
However, the more dire issue lies in rural farmers dependency to distributors and traditional market and supermarket.
This agricultural economic structure places farmers at the bottom of the chain which means that the majority of farmers who live in rural areas cannot directly sell their products to the market, so farmers have to sell them to intermediaries or middlemen (Sasmita, 2021). The middleman also varies, starting from the traditional market, street vendors (tukang sayur), supermarket. For example, the price of one kilogram of chilli at the farmer level is IDR 10,000 (AUD$0.97), but on the market in Jakarta it can be up to IDR 60,000-80,000.
Research process
I conducted field research, held discussions with key stakeholders, and administered a digital survey to investigate the agricultural product supply chain in Indonesia and its effects on producers and consumers.
Rahman is a 33 years old farmer who went to the city to work as a part-time factory worker. Back in his hometown, he work in his family farm in Cirebon, West Java. Talking and interviewing him about his daily life as a farmer helped me get a glimpse into a farmer’s lived experience in Indonesia.
“Being farmer is risky because you’re dependent on your regular distributor as your consumer.”
- Rahman
Rahman’s farm in Cirebon, West Java, Indonesia. Provided by Rahman.
Empathy Map
Assumptions/Reality
Persona
Key insights
Throughout our research, we discovered that farmer have core needs that need to be addressed.
Another way of selling produce
It is crucial to establish an alternative method for farmers to sell directly to consumers. This approach enables farmers to operate independently and generate revenue from produce that may otherwise go to waste.
Track the produce expiry dates
Produce items, being perishable goods, require clear disclosure of both their harvest dates and expiration dates to ensure transparency in their handling.
Easy and intuitive app usage
Farmers and consumers should be able to easily navigate the app without unnecessary complexity.
User flow chart
Lo-fi prototype
Hi-fi prototype
An intuitive and easy way to set up profile and manage store’s items. Each item are able to be given description of the farmer’s farm to be able to make each of the item unique and distinct.
The app documents the posting dates of items along with their respective expiry dates to ensure transparency for consumers.
The medal certification redefines rejected produce as quality items that remain edible despite not meeting aesthetic standards.