009Studio Carbon · 2018
BigHaat
An agritech app for farmers whose first language is neither English nor the interface
Summary
Led design for BigHaat's agritech app, built for farmers on low-end devices and intermittent connectivity, prioritising agronomic advice ahead of the transaction.
- Role
- Design lead
- Client
- BigHaat
- Team
- Studio team with client product and agronomy
- Timeline
- 6 months
- Platform
- Android
My role
I led design working with the studio team, BigHaat's product team and their agronomy specialists, setting the low-end device and intermittent connectivity baseline the whole product was built around.
Impact
Vernacular-first
interface designed around multi-lingual use
Low-end
devices and intermittent connectivity as the design baseline
Context
The baseline is a shared phone on a weak network
The design baseline was a low-end Android device, intermittent connectivity, and a user who may be operating in a language the app was not originally written in.
That single decision, treating the constrained case as the default rather than the exception, reshaped everything from image weight to how product information was structured.
Decisions
Advice before commerce
Agronomic guidance was placed ahead of the transaction. A farmer arriving with a crop problem gets an answer first and a product recommendation second, tied explicitly to the problem they described.
Product information was restructured around outcome and application rather than chemical composition, which is how the catalogue was organised and not how the decision is made.
Outcome
The principle it left me with
When the stakes are seasonal and irreversible, the interface's job is to reduce the felt risk of the decision, not to accelerate it.