SmartFarming
Results User Experience Test
Cotton Application Pilot October 2016
WWW.SMARTFARMINGTECH.COM
1
Overview
Test
Objectives*
1
Introduce the SmartFarming cotton app to 100 farmers in central Maharashtra.
2
Quantitative evaluation: how much is the app used? We hope for an active user
engagement, quantitative data will show if users are using the app, how often,
which functions are more popular.
3
Qualitative evaluation: do the farmers perceive the app as a useful tool? With
in-depth interviews we hope to learn more about farmers personal experiences
with the SmartFarming app in order to design a better product supporting there
farming practices.
4
List and prioritize improvements. With pro-active workshops in the field we
hope to identify bottlenecks in design and usability of SmartFarming app. And
to test the required support for famers to be able to understand the app.
* See Plan of action user experience test SmartFarming cotton app, July 2016
Test
Setting
Test Duration
July - October 2016
Methodology
In depth interviews and user experience workshops
Participants
Cotton farmers in central Mahrahstra and Arvind ltd. Extension staff
Test
Results
1
2
3
4
Without marketing efforts the app has skyrocketed from 50 to 1146 users, of
which 657 were in Maharashtra. This indicates a clear need and good mouthto-mouth promotion for the app.
Quantitative evaluation: how much is the app used? The app was used 2075
times in Maharashtra during the test period the average session duration was
06:51 minutes.
Qualitative evaluation: 35 in-depth interviews showed that farmers are positive
about the app. A majority of farmers describes to have received information
which helped to improve crop management.
List and prioritize improvements. Workshops in the field showed that farmers
can work without help with the application. Bottle necks were identified,
Almost 100 improvements for a version 2 of the application were listed.
2
SMARTFARMING APP USER EXPIERENCE TEST
October 2016
Table of content
1. Introduction
2. Workshop outcomes
3. Interview outcomes
4. Quantitative outcomes
FARMERS USING THE SMARTFARMING APP IN A WORKSHOP
Good agriculture starts with
information
The furious growth of Smartphones in India,
in rural regions in particular, grants an
opportunity to deliver critical, agricultural
knowledge to rural poor smallholder farmers.
SmartFarming has launched a cotton
smartphone application in June 2016.
(Hereafter: ‘app’). The cotton app is tailormade for cotton cultivation in central
Maharashtra. The yields of these farmers are
only a third of those in the developed world.
One of the reasons for this is a lack of access
to information. The right information,
absorbed and applied correctly, can increase
productivity in many of these households.
The SmartFarming app is the leapfrog
technology that allows to complement
existing extension efforts.
User experience test pilot version
cotton app
SmartFarming is an initiative of three
Dutchmen with a passion for agriculture. It
started in 2014. Between March and October
2015 feedback from 150 cotton farmers was
gathered to test hypotheses, to ensure that
farmers’ needs would be integrated into the
service. To shift from concept to realization,
SmartFarming had to prioritize features of
the app. additional validation sessions with
farmers about new features have been
organized during the test.
The launch of the app in June 2016 was only
the beginning of the journey to use
smartphone technology for cotton farmers,
not the goal in itself. This report provides an
overview how the SmartFarming app has
been performing in the 4 months after the
launch. The user experience testing was done
from July till October 2016. Mr. Jelle van den
Akker of the SmartFarming team
interviewed farmers to collect qualitative
feedback on the service. He also collected
quantitative analytical data from the service
usage and performance. These data will be
used to improve the app. By researching,
testing and interacting with farmers,
SmartFarming wants to launch a version 2
cotton app in 2017, and market this to
stakeholders in the cotton value chain
worldwide in the years to come. The user
experience test was conducted in
collaboration with Arvind Ltd, an innovative
Indian textile-conglomerate and a major
consumer of cotton.
Cotton farmers in the test
Testing took place in Akola district located in
the Vidarbha region. This is the eastern
region of the Indian state of Maharashtra.
Agriculture is the main occupation of the app
users. Cotton, soybean and sorghum are the
essential crops grown in the district, with
cotton having the largest area share. In
general, at least two crops are grown in a
year, one in the kharif (monsoon) and
another in the rabi (winter) seasons. A large
part of the food crops are consumed by the
family. Cotton provides them cash income.
Literacy level of the farmers in Akola district
is high. Only 6% is illiterate (Arvind data). In
general, the farm labor is performed by the
whole family, including children. In peaks of
season external labor is hired. As most of the
farmers are poor, the investments for labor,
fertilizers and seeds are considerable.
Majority of the farming in Akola district is
rain-fed thus depends on the monsoon. A
meagre 9% area is under irrigation. The
farming-system is characterized by small and
scattered farm plots and use of primitive
tools. Most of the work is done manually. In
general, farmers own 3-10 acres of land.
Traditional methods of farming are followed.
Intensive farming practices have led to rising
input costs and declining yields in the last
decade. In Maharashtra, the rate of farmers
committing suicide is high.
India is one of the fastest-growing
smartphone markets in the world, as also can
be noted in the Akola district. In Akola, about
40% of the farmers already owns a
smartphone. This will rapidly increase in the
coming years.
3
SMARTFARMING APP USER EXPIERENCE TEST
October 2016
Workshop outcomes
In workshops we identified several points for
improvements in design and usability of the
SmartFarming app. Next to this, we tested if
farmers can work independently with the app
or they need to be trained.
Workshop methodology
The workshops was held in a cotton field, to
enable farmers to test all the functions of the
app. During the workshop 4 assignments
were given, to test if the app was indeed
simple to use. After the workshop a group
interview was held to discuss the farmers’
user experience.
In total, 45 Farmers participated in 5
workshops of similar size.
Farmers’ first impression is positive with enthusiastic
reactions
Farmers are able to work with the app without help
Farmers suggest to include an introduction to explain
the benefits and use of the app
Ease of use and bottle necks
Farmers react enthusiastic and can work with
the app without help or training. It was
observed that the older generation of
farmers feels less comfortable with the use of
smartphones. However, with some help of
their younger colleagues they were up to
speed in no-time. The research question of
this field test: ‘Is the app understandable and
easy to use?’ can be answered with
confidence with a big yes by all the 5 groups
in the workshops. Farmers summarize: ‘The
app is easy and understandable because of
local language, practical advice and clear
symbols.’
The four assignments were intended to
monitor if farmers were able to use the app
easily. Assignment 1: Find information about
sowing practices. This assignment turned out
to be a ‘piece of cake’. Farmers could identify
the right practices within 2 minutes without
help. Assignment 2: Find a biological measure
for your crop. This assignment was executed
in a real live scenario. With each group
different pests were present in the field.
Farmers were able to use the photo
identification function of the app and
without encouragement spread out in the
field in groups of +/- 2 to examine the plants.
In 3 out of 5 cases a pest problem was
identified. In one case there were no insects
present, but farmers did use all pictures and
looked on different spots on the plants. In
another case different groups of farmers
identified a different pest, after a close
examination on different locations in the
field. Farmers concluded with the help of the
app that the 3 different pests were present in
the crop. However only one pest had crossed
the economic threshold level. Which meant
that farmers concluded they needed to treat
the crop only for 1 out of the 3 pest at this
moment. Assignment 3: You have found and
caught 7 Helicoverpa moths over the night in
your pheromone trap. You would like to use a
chemical measure. As in none of the fields
pheromone traps where present this was a
fictional assignment which without help of
extension staff was too difficult to complete.
In version 2 a more elaborate explanation of
how the traps work and more realistic
pictures of insects in the traps need to be
included.
Observing the farmers while using the app
showed that majority of the workshop
participants tried to zoom/enlarge the
pictures. In the current app this is not
possible and should be improved in the next
version. Furthermore, the workshops showed
that farmers are not comfortable with the
words functioning as hyperlinks and the grey
information buttons. In the improved
version click here remarks should be added
to overcome this. Another point of
improvement is the pest control menu. Not
all farmers could find (by swiping the mobile
screen) the IPM and conventional pest
control measures.
Required support
During the workshops different approaches
regarding support and explanation about the
app were tested. From this we can conclude
that farmers are able to use the app without
support. For future distribution of the app it
is key that a short introduction is given to
farmers emphasizing on the benefits and
possibilities of the application.
Screenshot of the app
4
SMARTFARMING APP USER EXPIERENCE TEST
Interview outcomes
Introduction
In 35 interviews we tried to discover if
farmers perceive the app as a useful tool. Via
in-depth interviews we documented farmers’
personal experiences with the app in order to
design an improved version 2 of the app to
support their farming practices.
Interview methodology
The farmers selected for the interviews were
located in similar conditions and are
representative for the area (irrigation, soil
type, age, education).We interviewed 10
farmers that use pesticides and 20 that work
organic. The average age of the interviewed
farmers was 31. The interview was a 30
minute in depth interview. We focused on
interviewing lead farmers. They have a
reputation of early adaptors: the ones that
implemented innovations or new insights as
one of the first in their region, and are often
president or vice president of a farmer selfhelp group/learning group. An effort was
made to conduct the interviews in an open
manner giving respondents the possibility to
tell their own story and give information they
themselves consider important. We feel
farmers gave honest feedback, because we
have seen and talked with them before the
interviews. Meetings were in an informal
setting. (Chai tea is important!) During the
interviews we tried to trigger a conversation,
why? e.g., “Why is that important?” or “Why
is that not important?” Majority of the
interviewees owns a motor cycle and 1-2
cows or bullocks. These are for agriculture
such as pulling carts. In general farmers don’t
use tractors.
We observed a large waste full use of inputs
because of excessive spraying and wrong
ways of application causing harm to the
environment and finances of the farmers.
Advice and financial facilities are generally
not available to the farmers this result into
low productivity.
The app empowers farmers
Farmers are happy with the SmartFarming
app. Some farmers even state it is a life
changer for them. Farmers think the app is
useful and easy to use. Farmers state that
because of the app they can better identify
and act against pest. Traditional agricultural
knowledge is passed on from village elders to
younger generations. But communities are
changing fast and so are the social
structures. Nowadays, a main source of
information is the local pesticide shop.
Farmers are glad to be empowered to act
October 2016
how they think is bests. One farmer
illustrated this by the metaphor of the thali.
A thali is a traditional Indian meal. The idea
behind a thali is to offer 6 different flavors on
one single plate. Therefore the thali is made
up of a selection of various dishes. “To stop
your body from feeling hungry you need to eat
rice and roti (wheat flower pancake). The
chutney, yogurt and curry are extra and not
needed to stop your hunger. The shop keepers
do the same when we come to them with a
problem. They give us all the unnecessary
extra’s which is costly. With the SmartFarming
app we know what is the essential cure we
need to stop the problem.” 13-09-2016, Amal
Jeuswad Maisang.
point from the interviews is that farmers are
missing an explanation about advantages
and disadvantages per advice.
FAST FACTS
78%
Has used an new practice because of the app
86%
Has learned something new because of the app
App useful source of information
Of 35 interviewees, 86% said to have gained
knowledge about pests and corresponding
preventive measures. 78% of the farmers
stated that because of the app they tried a
new practice. These are mainly: the use of
pheromone/sticky traps and botanical
pesticides.
88%
Shared the app with others
INTERVIEW TESTIMONIALS
Access to internet and the app
Majority of farmers interviewed have shared
the app with others in their community.
Although smartphone usage is growing in
rural India, not all farmers have a
smartphone, we estimate 40% in the test
region in 2016. But the access to the app
goes beyond this percentage. In most
Maharashtra villages is a village square or
temple where people come together. At
these social spots knowledge is shared. “I
learned about organic repellents and used
HNVP and Neem because of the app, now I am
actively promoting these methods in my
village”30/08/2016 Vijay Akatwade, Village
head of Akatwada.
“My suray cotton was under attack of boll worm. In the
SmartFarming app I learned the right doses and
application of neem, before I applied this based on
feeling.” Pramod Pansab Palsare, farmer in Ramgaon,
07/10/2016
Information need to be broadened,
not deepened
Version 1 of the app (pilot version) has
limited information. For example, no
chemical advices and no diseases. Because of
the intense test period in 2016, farmers are
involved in shaping how and what
information should be presented in version 2.
Most important information requested is:
overall chemical advices, nutrient
management, fertilizer advices, prevention
of boll/ flower dropping and more pictures of
symptoms and diseases. Farmers are very
positive about the detail of the information
that is already in the app. “The information is
easy to understand and in my own language,
the pictures make it very clear.” Many farmers
requested to add information about soybean
cultivation in the app. An important learning
“If the app showed an overview of effects and
advantages for chemicals vs organic this
would be beneficial”. 18/08/2016 Morishwer
Ghogari
5
SMARTFARMING APP USER EXPIERENCE TEST
Organic advices in app for nonorganic farmers
A number of conventional farmers who
normally only use chemical measures have
shared positive stories with us about the use
of organic control measures such as:
pheromone traps, neem oil, and botanical
pesticides (often based on cow urine). These
farmers where not familiar with the organic
practices and where motivated to try
biological based practices. “Because of using
neem oil a large number of whitefly’s starved.
Instead of 2 chemical sprays now I only applied
one against white fly” 30-09-2016 Ganesh
Ghuge, Rajankhed
However, multiple farmers expressed that
they do not ‘trust’ organic advices and don’t
dare to take the risk: “Who will guarantee
that the organic advice in this app works?
When using chemical I am sure it works.” And:
October 2016
“I am not eating cotton so chemicals don’t
cause harm.“ It is good to realize that seeing
is believing. We plan to include in version 2 a
farmer testimonials and ratings function
alongside with the advices, to guarantee that
farmers can choose between advices tested
by farmers and also to motivate skeptical
farmers to use more sustainable practices
before resorting to harmful chemicals. At the
other hand, several farmers that prefer
chemical solutions indicated that the app
helps them to identify the ETL (economic
threshold level) for applying chemical
treatment. Now they use the identification
function in the SmartFarming app to identify
if a chemical control measure is really
needed.
New features suggested by the
farmers
and weather info. Less expected outcome
was that many farmers requested inspiration
like modern technology innovations to learn
how farmers in other countries produce.
Especially Israel is mentioned multiple times.
Farmers are interested in purchasing inputs
via the app if for a reasonable price.
Extension officers
Extension officers used the app as well. They
monitored a positive change among groups
of farmers where members are using the
SmartFarming app. Extension officers use
the application to remember details and
show pictures to farmers. “It helps our job
because we use the info and pictures in the app
to explain things to farmers. It helps to have
details at hand. 11-09-2016 Harsheu Gawade,
extension officer Arvind.
As expected most farmers requested market
INTERVIEW TESTIMONIALS
“The app has helped me to identify pest. The
general information about a pest is helpful to
learn about the problem.” 9-10- 2016.
Shailesh P. Mahalle, Sheluk village
“Because of the app I started using pheromone
and yellow sticky traps (picture), furthermore I
prepared and used jeevamruth “30-8-2016
Sanjay Rani, Sanglut village
“Farmers are getting smarter because of the
app, they now know the name of a specific
pest. The farmers) now identify themselves
what is the problem. Before there would be
confusion. Often farmers sprayed
unnecessary. The app helps to limit this.”
14/10/ 2016 Sunil Rajput, extension officer
Arvind.
6
SMARTFARMING APP USER EXPIERENCE TEST
October 2016
Quantitative outcomes
Users
Sessions
Screen
Views
Avg.
Session
Duration
Total
1146
3137
32327
00:05:31
India
809
2608
30994
00:06:15
Maharashtra
657
2075
25486
00:06:51
Timeframe: 01/06/2016 - 20/10/2016
Number of users
In July 2016, the app was introduced to 50 farmers that participated in the workshops. Besides this no marketing, advertising or promotional activities
were undertaken. From July to October 2016, the usage of the SmartFarming app skyrocketed from 50 to 1146, of which 657 were in Maharashtra.
Only farmers who connect to the internet are counted in this number. Also farmers without internet connection are using the app. Farmers share the
app using offline via Bluetooth programs such as ShareIt and Xender. Therefore the number of users is expected to be even higher. We conclude that
the high number of users is perceived useful by farmers and worth sharing within the farmer community.
User engagement
The image above depicts the number of screens viewed per week during the testing period. Screen views tell us how much screens are opened within
one week. The more screens viewed, the higher the user engagement. The peak in the beginning of June can be explained as a result of testing by the
SmartFarming team itself. The peak of screen views in September can be explained by the growth stages of the cotton crop. Since most of the
farmers have sown around 25 June, the crop will be in the critical vegetative stage around September. In this growth stage the most problems are
likely to occur and hence the search for advice in the app.
The average time of looking at a screen is 00:34 seconds. We think this time slot indicates that farmers are attentively reading the advices. The
average length of a usage session in Maharashtra is 06;51 minutes. We don’t have reliable reference data, but to give an idea: average media and
entertainment app sessions (Facebook, Twitter etc.) are 5:59 minutes whereas e-commerce (Amazon, Flipkart) app sessions are usually 2:85 minutes.
Content segmentation
Content segmentation shows the level of interaction with each content component by measuring the number of times users interact with it. The
assumption is that content which is accessed the most is generally more engaging. When counting the number of views per page the action advice
function is the most viewed screen of the app. In total 32.327 screens were viewed during the testing period. When looking at specific pest information
we can conclude that during the testing period aphids, helicoverpa and jassids where of major importance to farmers using the application.
Spodoptera
12%
Aphids
25%
White Fly
16%
Jassids
23%
Helicoverpa
24%
7
SMARTFARMING APP USER EXPIERENCE TEST
October 2016
.
The feedback of the farmers in 2016 encourage us to develop an improved version 2. We will
expand to new organizations to deepen our impact and to make sure more and more farmers can
access critical agricultural information. This will improve their lives, their communities and their
environment.
Get in touch with us
[email protected]
www.smartfarmingtech.com
+316 82275199
In collaboration with
8