⚠️Disclaimer: This project is a Challenge Partner of Crowde through the Skilvul Virtual Internship x Kampus Merdeka training and has no affiliation or contract with Crowde.

📌 Problem

Currently, Crowde has several target markets such as borrowers, traditional farmers, farm stores, and agricultural entrepreneurs (modern farmers). However, despite the large number of target markets, the Crowde website still struggles to reach all target markets or conversely, borrowers have difficulty accessing information about Crowde and not only that, farmers also have difficulty finding partners who not only provide business loans, but also accompany and educate them to improve the quality of their business results.

🎯 Goals

The purpose of this redesign is to reach more target markets, specifically borrowers, whether traditional farmers or modern farmers, and provide solutions in the form of education, both in accessing the Crowde website and improving the quality of business.

⏳ Design Process

To solve the existing problem, we approach it using the design thinking method to find possible solutions that can resolve the problem.

👀 Empathize

To understand our target users, we conducted secondary research, including searching for information on the internet related to the problems faced by farmers, conducting research on competitor platforms, and gathering information about Crowde.

Initial Findings

1. 78% Active smallholders in Indonesia do not meet the Bank's capital requirements. Because it does not have capital submission requirements such as NPWP, land BPKB, salary slips etc.

2. 70% of farmers aged > 60 years who are less abreast of technological developments. Because most of the farmers are elderly, so that the reception of information is quite limited, technological proficiency is moderate to low.

3. Users have difficulty applying for financing on the Crowde platform. Because there is no flow or flow that explains the financing application in detail.

And the borrower user profile that we obtained from Crowde is as follows:

Gender: Male and Female

Age: 30-50 years old

Profession: Entrepreneur, continuing the business of their parents

Geographic: Rural areas, especially Subang, Bogor, and Sukabumi

Behavior/habits:

• Familiar with using WA and Facebook

• Level of understanding of technology ranges from low to moderate

• Use of local language is still high

• Use of brochures and banners is still high

✍ Define

After understanding the problems faced by farmers, we began defining the results of our research into the form of pain points, which we then transformed into questions (HMW) that could be our reference in finding solution ideas.

Pain Points

How Might We

How to assist farmers from lending, processing, to marketing with measurable results.

User Persona

🧠 Ideate

After questioning the problem in the form of HMW, at this stage we generate some potential solutions that might address the issue, which we then classify using an affinity diagram to facilitate prioritizing solutions based on user value and effort.

Affinity Diagram

Solutions

• Farmer Account

  Designing farmer accounts into a system that previously did not exist with the aim of storing farmer data which can make it easier for farmers to make loans while at the same time keeping progress records of farmers which can become farmer portfolios to increase investor confidence.

• Interactive Guide

  Answering the problem of farmers' lack of knowledge of technology. We designed an interactive guide that farmers can follow to learn about every task in the system.

• Referral Code

  To reach more target market, referral code is one of the best solutions that we can offer by giving a commission to each user who successfully invites using a referral code, both investors and borrowers.

Crazy'8s

From the determined solution ideas, we create Crazy'8s to provide an initial overview of the appearance of the website we want to create.

Userflow

Then, we create a user flow in which we discuss which flow we consider important and which flow we consider less important, so we can conclude a more effective and efficient flow.

🎨 Prototype

Wireframe

We create low-fidelity or wireframes based on the previous Crazy'8s and user flow to facilitate the mapping of the layout and content to be displayed.

Style Guide

According to Crowde's wishes, the style guide we use is the same as the one used by Crowde when this case study was created, such as text style and color. As for other components such as buttons and input fields, we create them based on design references and our needs.

UI Mockup

We begin designing the high-fidelity or UI based on the previous wireframe and style guide. While working on the UI, we also build some new components according to our needs for the created UI.

Interactive Prototype

After completing the design of the entire user interface, we then create a prototype of all the UI that can be simulated, which you can try here.

📱 Testing

We conduct interviews and user testing with several respondents, including farmers and investors, to evaluate the previously created prototype.

The majority of users say that it is quite easy to use and the information displayed is easy to understand and below is the average result for its ease of use.

Users also provided some feedback that we can improve upon:

• There are no details of raw materials in the details of the farmer's project

• There is no report if farmers have agricultural problems

• The guide description text is unclear or very small

• The nominal amount manually fill in the balance is less visible

• Must complete the guide if you want to see the previous steps

🎈 Iteration

Based on the received feedback to improve, we iterate on our design. Here is the result of the design we created after making the improvements.

Here, we added a feature for farmers to order farming materials according to their needs, which is supervised by Crowde agents. Farmers can see what raw materials are available to them through the Tani store.

Here, we change the option for monthly reports to agricultural progress to make it clearer and add an option for agricultural constraints, which can be seen by Crowde agents to be examined, so that Crowde agents can help with the problems faced by farmers.

Here, we don't make many changes and only enlarge the description text to be readable and change the writing in the input field so that the intended meaning is clearer and can be understood.

Here, we redesign the overall design, adding a tabbing feature so that users can see all the steps of the guide at once and don't have to complete the guide to see previous steps. In addition, we also move the description up and enlarge the text to make it readable and provide a title to clarify the guide being followed.

🙏 Conclusion

After working on the project for approximately 2 months, we can conclude that the project was effectively and efficiently carried out. The design we offered was deemed suitable for the user's needs and easy to use, as well as easy to understand the information displayed. The design also underwent a satisfactory testing process with a single ease question method score of 5.75/7 for borrowers and 6.625/7 for investors. In addition, our design also received positive feedback from Crowde, who preferred the referral code solution because it provided good and effective promotion solutions to reach the target market. Our project was selected as the best project to represent Crowde in the demo day pitch presentation. I hope this case study can be a learning experience and help me and my colleagues in the future. Thank you😊