Agriculture Exploratory Project
A UX research project understanding the potential fruit farming sector in China
Work Project @ Teams Design
Role: Assistand Design Researcher
📝 Project Background
The UX research team of TEAMS Design was given the task of exploring the existing and future opportunities of fruit farming in the China market. Requested by the multinational engineering and technology company, the research is closely realted to the filed of power tools and digital solutions.
The research objectives of this project was:
To gain understanding of: General farming journey from fruit farmer’s point of view (e.g. from soil management to fruit storage etc.)Current tool usage by target fruit farmers and pain points along fruit farming journeyPurchasing process, channel, behaviors, and brand awareness around tools
In order to: Identify pain-points and unmet needs in the fruit farming segment, for example low efficiency steps that could be improved by new power toolsDiscover opportunities in fruit farming segment for future development (opportunity could be areas that replace (not limited to) hand tools with electronic tools and also open to other unmet needs.
💎 The Process
The project followed the process of Preparation, Fieldwork, and Synthesis. During the process, our team was able to generate the common fruit farming journey along with the existing pain points and opportunities, and gained the insights of problems and opportunities through a co-working workshop.
🖥 Preperation
During the Desk Research, we were able to get information about the unfamiliar topics from online resources and phone interviews. Materials and stimulus needed for the later fieldwork were prepared based on the preliminary research, such as the questionnaire, the proposed journey map, the tools that may be involved in the farming journey.
🌾 Fieldwork
The research team were divided into two groups to conduct fieldwork in two region of Chian. The research methods were mainly On-site Observation, Contextual Interview, and Camera Documentation.
The team has conducted filedwork with 12 farmers ranged from individual family owned farms to the state owned big cooperation. Each of the session were documened with a synthesis session within the team to generate a user poster like the one below.
🧠 Synthesis
During the co-working workshop with the clients and the experts in the field, our research team shared the findings from the previous Desk Research and the Fieldwork using the tools such as the persona, user segementation, user journey map, and case studies.
Upon the knowledge sharing, our team facilitate the activities of Indentifying Opportunity Points and Idea Generation during the co-working workshop.
The final outcome of this research project is a comprehensive research report documenting the pain-points and unmet needs in the fruit farming segment, and the Insights of problems and opportunities.