Redesigned core features in FarmCare app to improve task completion for farmers
Overview
As a UX/UI Designer for FarmCare, I helped redesign two essential tools - Fertilizer Calculator and Map My Farm - used by farmers across Kenya, Tanzania, India, Indonesia, and other regions. Working with a multidisciplinary team of researchers, product managers, engineers, QA, and commercialization leads, we simplified these features to empower farmers to make better, data-informed decisions - boosting yields and supporting sustainable agriculture.
Introduction
Tackling the Fertilizer and Mapping Dilemma
Fertilizer misuse and poor field mapping can significantly affect crop productivity and environmental health. Yara, a global leader in sustainable agriculture, saw an opportunity to solve this through FarmCare - an app designed to bring precision farming tools to smallholder farmers. The Fertilizer Calculator and Map My Farm features were underperforming, and we set out to redesign them to be more intuitive, accessible, and impactful for farmers in low-connectivity and low-literacy contexts.
Problems & Challenges
Challenges we faced and what we aimed to solve
Farming communities often lack digital literacy and have limited access to expert advice. The design had to accommodate low-tech familiarity, varying literacy levels, and poor internet connectivity.
Fertilizer calculations were seen as complex and untrustworthy.
GPS mapping tools were often unreliable or confusing.
Users struggled to complete tasks independently due to limited digital literacy.
The app’s previous versions had a task completion rate of just 10%.
Project Goals
Empowering Farmers with Smart Tools
Help Farmers Make Informed Fertilizer Decisions
Provide simple, accurate recommendations to help farmers know what type, how much, and when to apply fertilizer - without needing expert knowledge.
Enable Reliable Farm Mapping via GPS
Allow users to accurately map their farms using their mobile devices—with clear visual guidance, even in areas with weak GPS signals or limited tech access.
Increase product adoption in target markets
Increase task completion rates from 10% to 25% by simplifying the user experience, helping farmers trust the app’s recommendations, and expanding Yara’s impact in key markets.
Solution
Simplifying Complex Features for Real-World Use
My role was as UX/UI design (under the direction of a senior designer) for both features - from user journey mapping and wireframes to prototyping and visual design. I collaborated with a global team that included product managers, designers, QA, developers, copywriters, and commercialization leads across Kenya, India, Singapore, Indonesia, and Tanzania. We worked closely with a dedicated research team to define personas and gather feedback that shaped the entire experience.
Process highlights:
Translated field research into updated user journeys
Simplified flows to support semi-literate, mobile-first users
Prioritized accessibility and performance for low-end Android devices
Worked across time zones with stakeholders from five countries
Created visual patterns that could scale globally while remaining locally relevant
Fertilizer Recommendations - Simple, Actionable Insights
The Fertilizer Calculator provides users with personalized fertilizer recommendations based on crop type, field size, and local conditions. By simply entering these details, farmers receive actionable insights on the type, amount, and timing of fertilizer to apply, ensuring optimized crop growth while reducing waste.
Feature 2: Fertilizer Application Timing
This feature suggests the best time to apply fertilizer based on local weather conditions and crop requirements. Farmers can plan their application schedule more effectively, avoiding issues such as nutrient runoff or improper timing, leading to healthier crops and better yields.
Feature 3: Fertilizer Quantity Calculator
The Fertilizer Calculator automatically calculates the amount of fertilizer required based on field size and crop type. This ensures farmers apply the correct quantity, preventing overuse or waste, and helping to maintain cost-efficiency and environmental sustainability.
Feature 3: Fertilizer Quantity Calculator
The Fertilizer Calculator automatically calculates the amount of fertilizer required based on field size and crop type. This ensures farmers apply the correct quantity, preventing overuse or waste, and helping to maintain cost-efficiency and environmental sustainability.
Feature 3: Fertilizer Quantity Calculator
The Fertilizer Calculator automatically calculates the amount of fertilizer required based on field size and crop type. This ensures farmers apply the correct quantity, preventing overuse or waste, and helping to maintain cost-efficiency and environmental sustainability.
Results
What changed after we launched
The redesigned features significantly improved usability and user confidence. Task completion rates for both the Fertilizer Calculator and Map My Farm flows increased notably. Farmers expressed greater trust in the fertilizer recommendations and found the mapping process easier to complete without external assistance.
Internally, the new flows enabled the product and commercialization teams to scale FarmCare into new markets across East Africa and Southeast Asia. Feedback from pilot users and field agents was overwhelmingly positive, especially regarding the simplicity of the guided flows and the clarity of real-time GPS feedback. The improvements not only enhanced the digital experience but also helped position Yara as a leader in inclusive, tech-enabled agriculture.
While some metrics remain confidential due to company policy, the business impact was clear: better user adoption, stronger engagement, and a more scalable, trustworthy product.
Learnings
What I learned as a designer
This project highlighted how meaningful UX can drive real-world impact—even in offline, low-literacy contexts. Designing for distributed, multi-country teams sharpened my collaboration skills, while balancing user simplicity with infrastructure limitations pushed me to make more deliberate, scalable design choices.