My Portfolio

Project Overview

Dhartidhan is a comprehensive educational platform designed to disseminate specialized knowledge, strategic insights, and critical resources in the agricultural sector.

Targeting key stakeholders—farmers, agribusiness professionals, and students pursuing agro- based studies—the platform seeks to establish itself as a definitive authority in agricultural education.

By amplifying its brand presence and intellectual influence, Dhartidhan aims to enhance engagement, drive awareness, and reinforce its identity within the agro-industry ecosystem.

Problem Discovery

Traditional farming methods often lack access to modern, affordable, and high-quality agricultural solutions. This limits productivity and hinders sustainable growth for farmers and stakeholders in the agricultural ecosystem.

Stakeholders

Government Departments

Cooperates

NGO’s

Urban Planners

Farmers

What are the reasons of our Farmers to lead a advance techinques?

80% of marginal farmers in India affected by adverse climatic events
Nearly 43 per cent of the surveyed farmers lost at least half of their standing crops..

Facts

NABARD Report on Rural India (2023): Only 27% of rural users actively engage with digital learning.

310 farmers at several regional commodity conferences, asking them to rate a list of financial topics as “not helpful,” “a little helpful,” or “very helpful.”

The heat impacted wheat output again in 2023, with the official target down by almost 3 million tonnes.

AgriTech India Whitepapers: Showed that localized content increases engagement by over 40%.

Comparative Matrix

Key insights of Existing Software....

Various software....

Limited Content Structure- The original content provided lacked hierarchy and clarity, making information architecture planning and wireframing more time-consuming than expected.

Time Constraints & Resource Management- Balancing design quality while meeting tight deadlines, and managing a team of interns with varying experience levels, added pressure to deliver efficiently.

Lack of Clear User Personas-
Initially, we didn’t have well-defined user personas, which made it challenging to design experiences tailored to our diverse audience—farmers, students, and agribusiness professionals.

KissanKraft

BalwaanKrishi

DeHaat

Neptune Farming

WolfGarten

Criteria

Good Content

format

Mobile optimization

Target Audience

Farmers

No structured journey

topic based content and videos

No course structure

Data only

Farmers

Farmers, Micro-Entrepreneurs, Institutional Buyers

Farmers, Gardeners, Industrial Users

Gardeners, Horticultural Institutions

Interactive

Design & UI

Learning path & structure

Language support

offline access

Good Navigation

User Engagement

Feedback and support

Onboarding experience

community engagement

user Personalization

Speed & Performance

Accessibility

Trust & Credibility

Microinteraction

Issues people face with their eating habits

Let’s Dive into Research:

Interviews and Surveys:

Interviews: 2+ Government Officials, 10+ NGO’s, 5+ Urban Planners, 12+ Farmers

Platform: Inperson and via online video platform

Types: 12+ Open ended questions

Field Research Insights

interested in learning organic farming techniques..

41.5%

farmers prefer storyboarding website as it will be easy to use

25.2%

aware of agri- education opportunities

34.0%

struggle with accessing government schemes online

33.3%

7 out of 10 farmers don’t know how

agro- business is done

When asked the for the reason?

Easy Navigation

Career-oriented certification

Interactive learning

Demographics

Needs

Pain Points

Challenges

Opportunities

Business Perpective

Name: ms. Anjali Mehta

Easy access to verified and localized agricultural content

Saves time and effort in research and planning farmer training

Enables collaboration with stakeholders across sectors

Supports transparency and credibility in NGO initiatives

Service delivery and impact scaling

Limited reach in areas with low digital literacy or poor internet access

May require training for field staff to use digital tools effectively

Needs regular content updates to remain relevant and useful

Difficulty in measuring direct impact without integrated analytics

Digital divide may limit outreach in remote regions

Dependence on Dhartidhan’s content accuracy and updates for program success

Understands farmer behavior and regional needs for better product-market fit

Promotes brand responsibly by contributing to educational content

Age: 27 years

Profession: Lokchetna NGO

Program Manager

Income: 50k-60k

Practical, easy-to-understand content beyond textbooks (e.g., case studies, demo videos)

Awareness of government schemes, training programs, and agri-business models

Connections to mentors, professionals, and like-minded peers

Career guidance specific to the agriculture sector (jobs, startups, research, etc.)

Updates on innovations and trends like organic farming, agri-tech, etc.

Demographics

Needs

Pain Points

Challenges

Opportunities

Business Perspective

Name: Rahul Jain

Age: 22 years

Profession: Intern at

DhartiDhan

Income: 15k- 20k

Gain real-world agricultural knowledge and explore modern, sustainable farming techniques

Scattered and outdated learning resources online

Hard to relate academic knowledge to field-level realities

Lack of access to real-world success stories and inspiration

Limited exposure to industry networks outside her college

Few platforms that bridge theory with real-life application

Uncertainty around what skills are in demand for future careers

Build student communities for peer learning and networking

Act as a launchpad for student projects, internships, and innovation in agri-tech

Demographics

Needs

Pain Points

Challenges

Opportunities

Business Perpective

Name: mrs. Priya Deshmukh

Age: 37 years

Profession: Assistant Director, Department of Agriculture

Income: 1.2 lakh

Efficient medium to communicate policies and schemes to a broad audience

Enhances transparency and accountability in scheme implementation

Enables data-driven planning by observing engagement and regional needs

Strengthens public-private collaboration for agricultural development

Depends on farmer and stakeholder engagement for full impact

Requires regular inter-departmental coordination to keep content accurate and timely

May face challenges reaching marginalized or offline communities

Efficient policy implementation and stakeholder coordination

Needs regular coordination with platform admins for timely updates

May lack tools to evaluate the real-time effectiveness of campaigns

Accessibility issues among low-literacy or tech-challenged audiences

Disseminates schemes and updates cost-effectively

Monitors engagement and knowledge gaps to improve governance

Enhances collaboration between public and private sectors

Demographics

Needs

Pain Points

Challenges

Opportunities

Business Perspective

Name: mrs. Sunayna Kothar

Age: 26 years

Profession: Senior Urban Development Consultant

Income: 80k-90k

Access to ground-level agricultural data for informed planning

Encourages integration of rural needs into urban development strategies

Supports sustainable and climate-aware infrastructure projects

Facilitates collaboration with agro-experts, NGOs, and government bodies

Market expansion and product alignment

Platform may lack detailed geospatial or infrastructure data

Insights may need to be supplemented with on-ground surveys

Potential limitations in tailoring information specifically for urban planning needs

Limited control over how or when their products can be featured

Risk of being seen as self-serving if not integrated ethically

May not get immediate ROI; branding is long-term

Understands farmer behavior and regional needs for better product-market fit

Promotes brand responsibly by contributing to educational content

Customer Journey Mapping

Touchpoints

MoSCoW Priotization

I priotized the features to include according to user needs

Must have

Multilingual support (regional languages)

Mobile-friendly responsive design

Easy navigation for low-literacy users

AI Integration to know about Government schemes and bank loans

Could have

Gamification (badges, progress trackers)

Community forum or peer Q&A

Voice search functionality

Live webinars/workshops

Should have

Interactive quizzes and video lessons

Search and filter by crop/topic/region

WhatsApp integration for updates

Personalized dashboard (based on user type)

Won’t have

AR/VR farm simulations

AI-based crop advisory

Native mobile app (initially)

E-commerce integration

Team Lead Responsibility

Open discussions helped us validate our assumptions and stay grounded in real user pain points.

Listening to users helped resolve team debates

We also had impromptu discussions when facing urgent blockers, such as organizing information hierarchies or simplifying terminology.

Task distribution based on skill sets and figma & Google Docs for collaborative work

Problem Solving :

Analyzing the additional infotainment for improved guidance

Simplify the flow of information architecture to reduce distraction

Better solution for fun interaction with agro-sector stakeholders

Improve the UI display of screen for better usability

How Might We:

Designing menus with limited depth allow users to complete secondary

tasks in a relatively short time period

Touch targets need to be large enough in order to minimise task completion time and error rate

Picking distinctive brightness contrasts, less colourful to improve legibility

Farmer

Student

Professional

Wants to learn about new agri techniques

Needs visual, regional content that’s simple to follow

Prepping for exams or practicals

Needs structured modules, definitions, real-life case studies

Looking to train teams or apply tech at scale

Needs reliable content to teach others or inform decisions

Jobs to be done:

The goal of the Dhartidhan platform is to empower farmers, agri-students, and agri-business professionals by helping them learn, explore, and apply agricultural knowledge in a simple, engaging way. Through our research,

we identified key "jobs" users expect the platform to fulfill:

User Type

Situation

Job/Need