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Mahindra
For Mahindra’s digital initiative, Krish-e targeted Indian
farmers, we designed and developed an Interactive Website
with the clear objective of improving communication with
the farmers nationwide.
Website UI UX I Website Development
August 2022
We were looking at a pan-India adoption that required supporting all key languages and mobile devices.The platform was made to identify the language automatically based on the area of the device's connection.In terms of UI/UX, the user journey was developed as a single-click process keeping the target audience in mind. The navigation was made utterly simple so that the users could easily return to touchpoints through a single button.The users were taken through a journey engulfing multiple touchpoints while they were assisted throughout the journey for seamless navigation.To support sub-mid-range mobile phones, the platform was created through multiple optimization pipeline resolutions of 240p, 360p, 420p, and 720p. The resolutions switched automatically based on the user experience,
The whole experience was optimized for multi-devices and network conditions so that more farmers could avail the benefits of the platform. To boost engagement, various interactions were placed all over the platform. Every farmer got the opportunity to inaugurate the Krish-e store upon logging in. Various informational videos for educating the farmers including tips and farming insights to enhance the yield were appended to the platform. Additionally, testimonials of farmers sharing their experiences were also entailed to increase the relatability factor for the farmers. Furthermore, a smartphone was given to a lucky farmer as a gratification token.
A detailed analytics system was made to study user behavior and optimize the platform accordingly. We analyzed the user interests, region-wise interaction levels, and identified sections where there was a drop in user engagement across the entire day.
The initiative proved to be a resounding success. The user journey was seamless, and the navigation was simple, making it easy for farmers to connect with the brand. Our gamified approach and attention to detail made the website appealing to the target audience, resulting in an impressive website reach and sustained user engagement, with ten thousand impressions as people are still signing up for it.
Solution
01
The Gamified Approach
Mahindra wanted to adopt an unconventional approach to
communication with the rural population by gamifying the
entire user journey. The entire user journey was carefully
crafted, keeping in mind the touchpoints that would
resonate well with the farmers across India.All services
offered by Mahindra namely the initiatives, rental, seed
offerings, advisory, and equipment were seamlessly
engulfed to create an interactive and gamified user
journey that connected with the farmers and related
audiences
02
Diversify for Better Outreach
One of the main barriers to communication with the rural
population is language. We combatted this challenge by
developing a multilingual website to cover the holistic
areas of India. An Avatar called Krishika was created to
explain the offerings and services of Swaraj and Mahindra
Krish-e initiative to the farmers.
Solution
Solution
03
Increasing Accessibility & Engagement
The whole experience was optimized for multi-devices and
network conditions so that more farmers could avail the
benefits of the platform. To boost engagement, various
interactions were placed all over the platform. Every
farmer got the opportunity to inaugurate the Krish-e store
upon logging in. Various informational videos for
educating the farmers including tips and farming insights
to enhance the yield were appended to the platform.
Additionally, testimonials of farmers sharing their
experiences were also entailed to increase the
relatability factor for the farmers. Furthermore, a
smartphone was given to a lucky farmer as a gratification
token.
