Ninja Kisan
Ninja Kisan
Ninjacart'24 -A content - based social app that solves everything agri under 10mins
CONTENTS
My Role
My Role
Design Owner - Strategy, Research, Flows,
Interaction Design, Visual Design,
Prototyping and Testing
Timeline
Design Team
Shreya Khanna, Me and Myself
Timeline
Timeline
April 2024 - Present
Overview
Overview
Ninja Kisan is an all-in-one agriculture app for
crops, farming, mandi rates, weather updates
and what not.
I owned and led the entire design strategy of
Ninja Kisan which has been adapted successfully
by the users amassing a total of 500k+ downloads
within just 50days of its launch in June'24 with
an 4.4 star review on PlayStore.
HIGHLIGHTS
An all-in-one app for everything farming - crops, doubts,
weathers, rates and what not
scroll through contents infinitely
answering questions in god speed
all your favourite content
news, profile and much more
Back
An intent to capture the bigger market
CONTEXT
.
Timeline
A content - based social app that solves
everything agri under 10 mins
THE PHILOSOPHY
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Timeline
The 5 WHY's
THE APPROACH
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Timeline
Every consumer facing app, especially a socially driven app must have answers to these 5 Why - questions
solidly defined to build a robust and reliable user base
A Quora for farmers
QUESTIONS
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Timeline
The Q/A section is one of the most important features of the app, as it is the USP on which the
app is being pitched to its users. So getting it clean and simple is very important.
Watch, learn and enjoy all your fav creators
VIDEOS
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Timeline
The video section is the most important section in terms of the time a user spends in the app. The app
primarily generates revenue based on Google ads and being able to keep the user engaged
and hooked inside the app is very important.
The video section has been designed in a familiar seamless way to let the users browse through the
library of videos present in the app while also learning something useful by the type of video contents
present in the app
A place that does it all
HOME
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Timeline
The app has so much to offer and there's so much that's going on especially considering the multiple users
states that they might be in.
The app behaves differently for different users according to their states like,
Where does all these contents come from?
THE SOCIAL ASPECT
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Timeline
The main driving factor of a social media platform is the content present in the platform. The quality
and relevancy of the contents majorly impacts the success of the platform.
We are gaining some real traction
THE IMPACT
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Timeline
The app got its first version released on 11th June 2024. Within 50 days of launch, the app has more
than 500K+ downloads with an average PlayStore rating of 4.4 stars.
The app's engagement is increasing steadily with every release and the session time, engagement per post
and the overall experience is improving every day.
The product and tech team is working day and night tirelessly to keep building in features and fixing bugs.
The app is on track to hit 1M+ downloads on PlayStore within the next 60-70 days and it is now the most
downloaded app of the Ninjacart product suite - owing to the huge TAM.
A whole new experience and knowledge
spectrum
THE RETROSPECTIVE
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Timeline
Every designer would have always dreamt about designing a social media app. I got the opportunity to
work in one but with a twist. Creating a social media for farmers - one of the most non tech savvy sets of
users in the globe.
But building and designing it provided me with a whole new level of experience and knowledge that I didn't
have before. Designing for scale purely driven by content algo and design is something that opened up and
expanded my knowledge and perspective horizon.
Waiting to build on the next exciting thing !
Building and personalizing the persona
PROFILE
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Timeline
A profile page is a very important when it comes to building a persona of the user. It also acts as an important
place where a user can manage and track his activities inside the app.
This page holds high value from a data collection point as well as it is the main source based on which the algorithm
works by personalizing the contents which in turn increases the engagement in the app.
In Q1 of 2024, Ninjacart acquired Krishi Network - a farmer based social media
app that solves any farming related problems under 15minutes in a move to
capture the bigger farmers market.
Capturing this market would better enable Ninjacart to understand the farmer
ecosystem allowing the company to better optimise its products and services
to capture the farmer economy.
The acquisition got completed on January 2024, and I was brought in to handle
the designs of the new app that was going to be built targeting the farmer user
base trying to solve for the same problem statement.
Ninjacart acquires
Krishi Network
The most exciting and challenging part about problem statement is the fact
that we were building a social media - content driven app for farmers who
are not very tech savvy.
Designing for such a user persona is tricky as we have to keep in mind the
user psychology, user patterns and behaviours to be able to tap into the
user's day to day life and provide them with value while creating a sustainable
business model.
Building a product in this market to perfection would allow us to capture a huge
amount of data which can be leveraged for better helping the users by offering
relevant services.
Building a social media
THE PROBLEM SPACE
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Timeline
Creating a content driven app for
farmers that drives consumption
THE RESEARCH SUMMARY
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Timeline
Getting into the details
According to the reports of The Agricultural Census of India and the
National Sample Survey Office (NSSO), there are about 146 million
Operational Farm Householdings. Each of these householdings might
have somewhere between 2 to 5 members on an average. Assuming
3 members, the total population comes upto be around 279 million.
About 50-60% of these people have access to smartphones, so the
potential TAM comes upto be around 140 million and this number is
steadily increasing. And only 15-20% of this market has been captured
till now, so there's a huge space for new players to come in and capture
the space.
Getting in some perspective about the scale
Fixing our spot
With the expertise brought in by the acquisition of the Krishy Network team and the huge amount of data that came
with it, it made the calculated choice of positioning ourselves as an Agri-related knowledge sharing platform that
specializes on crop advisory by a huge experts and farmers community in under 15minutes.
Understanding our positioning
What it leads to — the North
Star Metrics:
Design Principles
We had some data to work with
Because of the acquisition, we already had some data about the users patterns and their
behaviours which provided a useful insight into the approach that was gonna be taken into
building the app.
KN usage split
Keeping it and simple familiar
Interactions with questions
Watch what you like and we got everything
search, find, watch your favourite content
Allowing for customization
A page that does it all
We decided to define and solve for each of this Why's by bringing in some features which has
been backed by the data at hand.
Based on Red route analysis backed by our data, we defined the main features and went ahead
with the first iteration,
filter you category
Filter out questions — Driving from the persona, each farmer
grows a certain sets of crops and might be interested in knowing
about that particular set of crop's questions rather an a wholistic
view.
This can be automatically done once the farmer chooses his crops
and can be set as an optional new filter, but till that time its important
to let the users filter through the questions manually
Ask questions with ease
Ask questions in few clicks — The ask question flow is extremely
optimized while motivating the user through design indicators to
fill out all the important informations for a better answer.
Going forward few of these informations asked from the user can
be automated by integrating an AI that autofills the crop types and
completes any half asked questions for a better understanding of
the questions by the experts and the community
Follow and connect with users
Building a network — The profile page elements behave differently
for a first person and third person perspective. Letting the user get a
clear picture about an other user's profile gives a better understanding
to the user, allowing them to choose to follow or not
Get weather updates with a click
Location information— The location information is very important,
as we use it for multiple usecases. We use the location to get info
about the potential types of crops that grow in that region, to
personalize videos according to their location and language, to
to suggest mandi rates,etc.
Post content with ease
Post content — The UX has been kept very simple and familiar
to the other UI's, including the ask question flow to let the user
easily adapt to it without getting any kind of cognitive overload
Follow your friends on Kisan
Contact information— The contact information is used for
finding the potential users and their informations which can
be used for acquisition later.
Moderate with ease
Maintaining quality— We have a content moderation system
that basically is used to quickly moderate all the contents that
are getting posted on the app by normal users.
This system allows for a better and faster way of scanning
through the contents and approve or reject them
Get into the video loop
Keeping it familiar — The entire video section's UI was designed
in such a way that it is very familiar to Youtube and Facebook. This
was done intentionally to make the user easily understand and adapt
using the platform.
By deeply understanding the persona, it was learnt that it is very hard
to teach this user base a new way of navigating things that they are not
used to. Keeping it very familiar to what they know is the most adaptabe
choice from a user's perspective.
Reels integration
Bringing in more engagement — Through user research and
interviews, it was found that the increase in the consumption of
reels in among the farmer community has been steadily increasing.
The quick 30sec reels gives the user a ASMR feel and we decided
to bring it in and to make the contents customized and catered to
the agri community thereby driving in more engagement
Building your profile
Multiple user states and personas — The entire profile section
has many layers and personas involved. The homepage in general
acts a place to build a user's persona.
Being able to identify important information about the user is very
crucial to customize contents as well as upsell any services and
products to the users in the future.
Refer and earn things
Lighting speed answers
View answers with ease — Once the answer has been given
by the expert, no matter which screen the user's in, the bottom
sheet will open up notifying the user that the answer has been
given by the experts.
This is done because once a question has been asked the main
motivation/wait of the user is to know what's the answer and
when can they expect it. To handle it, the answer is notified in a
very clear and prominent manner
Read and comment other's questions
Letting the users easily skim through other user's questions and letting them share their opinions
and comments is an important aspect of the section
Ask questions
This is one of the main features of the app, that drives engagement. The more a user asks a question,
the more the platform will be rich of data thus driving engagement.
Keeping a simple flow for asking questions while getting the basic necessary info about the questions
for better and faster answering is a sweet spot that was kept in mind to design for.
Bringing in the acquisition angle
The team also decided to bring in an referral program to faster acquire users into the ecosystem. We decided
to create a easy and simple referral method to better incentives the users who are referring their friends and
colleagues
Creating components
Since the home page has been planned to host all kinds of contents and features available on the app, it
was important for us to create components that feels similar but can handle all types and variations of contents
for a seamless experience
Content Moderation
Since the home page has been planned to host all kinds of contents and features available on the app, it
was important for us to create components that feels similar but can handle all types and variations of contents
for a seamless experience
Collecting data
One of the most important uses of homepage is to seamlessly collect user permissions and
data, which can then be used to personalize contents, show relevant and accurate updates and
informations, connect with community, upsell services and a lot more.
To achieve seamless data collection, we used the framework
Everything is okey, BUT
How do we make the user come into the profile section and fill out their informations?
Like, what's the motivation for them to do so?
Designing a social media for farmers comes in with bringing some psychology and making it extremely easy for
a user to navigate and do the things they want to do while being able to collect the data we want them to.
It also has a huge community that does a lot more that just asking questions, so keeping all these in mind we
decided to build a place that handles it all,
This is a powerful framework, that can be seen used across multiple powerful apps to trigger users and
get in important permissions and information.
Add crops, cattles and much more
Additional informations— The homepage also stands as a
place that is used to gain any other additional information that
may be needed. Having this flexibility and the framework in
mind is really useful.
Easy content posting
To increase the number of contents posted on the platform, the posting flow needs to be kept as simple
as possible for a normal user. At the same time it should also be encouraged to post quality content.
For this reason, the content posting flow has been kept very similar to the question asking flow.
Next project:
Ninja Credit
Ninja Credit
The Trade Desk
Ninjacart'24 - Impacting the lives of people with lending
An org level award for designing and delivering useful products