DGV Connect

Democratising the livestock market through an easy-to-use online tool that allows farmers to buy & sell cattle seamlessly

MY ROLE

Lead Designer, UX Design, Visual Design & Design Systems

TIMELINE

Feb-April 2022

Introduction

Despite cattle trade being one of the major sources of livelihood in rural India, traditional methods of cattle trading are often time-consuming, expensive, and susceptible to fraudulent activities. DGV Connect was created to solve these problems and simplify & expedite the process further. This case study dives deep into the user profiles, problems, and design resolutions to enhance the service's accessibility and user-friendliness.

What are the matters of concern
in the cattle trade market?

Limited Market Access

Since there is no well-established network of cattle markets, farmers often find it difficult to buy or sell cattle. This leads to lower prices for the seller and unreasonably high process for the buyers.

Lack of Transparency

Unfair pricing practices can arise due to the absence of a standardized pricing system for cattle. Both buyers and sellers may have limited information regarding the quality of the cattle being traded, leading to a lack of transparency in the transaction.

Difficulty in Transportation

Farmers in rural areas often face challenges when it comes to transporting their cattle due to inadequate infrastructure and limited transportation facilities. This can make it difficult for them to bring their cattle to the market or reach potential buyers.

Dependancy on Middlemen

To facilitate the transaction, farmers may depend on middlemen who may impose steep commissions or take advantage of their situation.

What do farmers look for when
buying livestock?

  • Health & Age of Animal

    To facilitate the transaction, farmers may depend on middlemen who may impose steep commissions or take advantage of their situation.

  • Breed of Animal

    Certain breeds of cattle are valued more than others due to their superior characteristics, such as high milk production, meat quality, and resistance to diseases.

  • Price of the Animal

    The price of the animal is a crucial factor for farmers, who need to ensure that they get a fair price that reflects the animal's quality and potential profitability.

  • Size & Weight

    The size and weight of the animal are also important factors, particularly for farmers who use the cattle for plowing or other agricultural activities.

  • Fodder fed to Animal

    Farmers also consider the availability of food and fodder for the animal, particularly during the dry season when feed may be scarce

  • Gender

    In some cases, the gender of the animal may also be a factor, particularly for dairy farmers who prefer female cattle for milk production.

The User Flow:
Simpilyfing Complexity ✏️

View the Information Architecture

We built the user flow in the most simplest way possible, taking inspiration from existing buy & sell platforms like Quikr, OLX to ensure a sense of familiarity and ease of use.

The Main Sections

Login, Sign-up
& KYC

Buying a
Livestock

Listing Livestock
For Sale

Assisted Sales & Purchasing

Wireframes

Simple, Hassle-Free Onboarding

We put language selection right at the start of the on-boarding flow to allow users to use DGV Connect in the language they preferred, thereby preventing dropoffs due to unfamiliarity of a language. The on-boarding was also simplified with very minimal data input.

A One-stop-shop Dashboard

The homepage/dashboard acts as an entry point to all major sections of DGV Connect and allows users to browse and get to their desired cattle quickly. 

Quick Filters allow one to search and browse their desired cattle quickly and easily.Recently Searched enables one to get back to something they were interested in recently.

Simple, Hassle-Free Onboarding

We put language selection right at the start of the on-boarding flow to allow users to use DGV Connect in the language they preferred, thereby preventing dropoffs due to unfamiliarity of a language. The on-boarding was also simplified with very minimal data input.

  • Burger Menu

    The burger menu offers a quick navigation to the various sections within the app – both buying and selling related. It also leads to the profile & settings section where the user has full control on the app.

    Referral Program

    Since the farmer community is big on word of mouth and has a strong social network, we added the referral program with rewards to increase awareness and platform footfall. 

  • Search, Filters & Sorting

    Search is core to any online marketplace, it can make or break the entire shopping experience. We made sure to add relevant sorting and filtering options like Pregnancy, Weight, Age and Financial Status of cattle. These are the major factors one takes into consideration before purchasing cattle.

  • Cattle Listing Page

    The cattle listing page is a concoction of a rich variety of information that is vital to the farmer for their purchase decision. All necessary info about the cattle like medical conditions, vaccination, etc. are portrayed visually to make it easy for the farmer to pick and choose the right cattle.

    Monetising Connections

    When a farmer with buying intent finds a fitting cattle listing, they are required to make a small payment to contact the owner farmer. This way, we are monetising social connections and offsetting loss incurred if the sale happens off the platform.

  • Wireframes for the rest of the sections like uploading a new cattle listing, and managing one's listings were all built out. We took cues from existing applications

Crafting the
Design System

We came up with an extensive design system that covered a versatile set of components that could work across a multitude of devices. The iconography, typography, colours and component styles were carefully handpicked after studying multiple market players and market fit. We went with a simple, flat look and feel that enabled the content stand out.

Visual Design – The Final Output

Simple, Versatile, Functional & Familiar

We came up with an extensive design system that covered a versatile set of components that could work across a multitude of devices. The iconography, typography, colours and component styles were carefully handpicked after studying multiple market players and market fit. We went with a simple, flat look and feel that enabled the content stand out.

The Listing Page

The listing page is one of the most important touchpoints on the platform, where all factors that contribute to the decision to purchase a cattle are present. The visual design of this page was made such that the imagery stood out and the information was displayed in a rich, clear, uninterrupted manner.

Game-Changing Form Filling

Listing a new cattle can be an excruciating, extensive process with a lot of information to input and photographs to upload. This crucial flow was simplified by provision of quick navigation that allows a user to switch across the different sections of the new listing form easily. It also allows them to save a draft to get back to later.

Designing for the Next
First Time Internet Users

Try out the DGV App
by downloading it today!

Working on this project proved how important it is to deeply understand the needs and pain points of the target users, especially in rural areas where they may face unique challenges. Some important takeaways are on the right.

1. Provide a simple, accessible design
2. Use local language and symbols
3. Build trust & security
4. Consider local context & product fitment
5. Provide education & support
6. Test & iterate

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