A Digital Initiative Transforming Farming

client

Mahindra

solution

Website UI UX I Website Development

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.

platform

seamless user journey

website reach

boost in website reach

Mahindra’s developed communication with the farmers nationwide

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

Mahindra’s communication with the farmers

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. The website featured an Avatar called Krishika to explain the offerings and services of the Swaraj and Mahindra Krish-e initiative to the farmers.

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.

Detailed Analytics

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 Result

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.