With our new business objectives, we are to serve two distinct user groups: retailers seeking storefront management and sales tools, and farmers desiring product discovery and purchase options. This user-centric approach enabled us to tailor features and design a platform that caters to both sides of the agricultural equation.

I crafted unique user journeys and onboarding experiences for both retailers and farmers, ensuring a seamless entry point for all participants. However, internal feedback revealed concerns that managing two separate systems can be resource-intensive before acquiring sufficient users. So, I redefined the user base and proposed a unified onboarding process for potential buyers and sellers. However, cramming core features into one app will be a challenge for a rural user base.

While some upfront user profiling remained essential, I kept it minimal. Extensive testing led to a clear information architecture: products & prices, learning & weather, sales tools, notifications, and profiles. This intuitive layout, enhanced by progressive filtering, simplifies navigation for both buyers and sellers. Collaboration with the content team ensured accurate categorization for better discoverability. We even integrated a chat feature for online consultations, removing friction and boosting engagement. On the other hand, we also designed the product documentation structure for future development.