Designed a USSD marketplace for rural Kenya to expand Bodega access offline
Overview
USSD Bodega brings Yara’s e-commerce experience to Kenyan farmers without smartphones or reliable internet. By leveraging the trusted and widely accessible USSD technology, we extended the reach of the YaraBodega marketplace to support more equitable access to farming products. The experience was designed to be simple, fast, and usable by anyone with a basic mobile phone.
Introduction
Reaching Farmers Where They Are
While YaraBodega’s online platform was helping tech-connected farmers across Kenya, a large portion of the farming population lacked smartphones or stable data connections. To bridge this digital divide, we built a USSD-based ordering system that worked on basic phones and didn’t require internet access—ensuring that every farmer, regardless of tech level, could access quality inputs and services.
Problems & Challenges
Connecting Offline Farmers to Digital Commerce
A large segment of Kenyan farmers lacks smartphones or internet access, making it difficult for them to benefit from modern e-commerce solutions. This digital divide cuts them off from essential tools and opportunities.
How might we deliver a full transaction experience through USSD?
How might we minimize cognitive load for low-literacy users?
How might we preserve transparency and trust in an invisible system?
How might we align the business model with offline users’ needs?
Project Goals
Allow farmers to order products using any mobile phone
Give farmers without smartphones or data plans a reliable way to browse and order inputs directly through simple USSD menus.
Make the ordering process intuitive and efficient
Design a frictionless experience that guides users through product selection and confirmation with minimal input and no prior digital experience.
Expand Bodega’s market reach in rural Kenya
Increase product accessibility and customer base by tapping into a large underserved market segment, supporting Yara’s goal of universal agricultural access.
Solution
Building a No-Internet Marketplace for All Farmers
I worked as a UX/UI Designer (together with two other designers), responsible for crafting the USSD flow and aligning it with user needs and technical constraints. This project involved close collaboration with cross-functional teams from Kenya, India, Singapore, Tanzania, Thailand, and Indonesia. We worked in agile sprints, supported by product managers, engineers, QA, copywriters, growth teams, and local field experts who informed design decisions with real-world insights.
Conducted journey mapping based on farmer habits and literacy levels;
Designed step-by-step USSD flows with minimal input requirements;
Incorporated local language clarity and short message formatting;
Balanced fast ordering with flexibility for product selection;
Aligned design with backend limitations and telecom partner constraints.
Product Browsing via USSD Menu
Farmers can navigate a categorized list of available farming products using numbered menu options. The menu is designed for simplicity and fast input, with clear language and minimal steps to reach the desired product.
Step-by-Step Guided Ordering Flow
Once a product is selected, the system walks the user through quantity selection, location confirmation, and order submission. Each step is validated in real time, reducing confusion and increasing task completion on first attempt.
Order Confirmation & Follow-Up SMS
After completing the order, users receive a confirmation directly in the USSD session and as an SMS. This adds a layer of trust and allows farmers to review order details even after closing the session.
Results
Driving Inclusion and Market Growth
The USSD ordering system made it possible for farmers in rural and low-connectivity areas to access YaraBodega’s services for the first time. Initial rollout saw strong engagement from underserved regions, unlocking new growth potential and contributing to Yara’s goal of inclusive agricultural access. Internal feedback highlighted the value of the project in aligning product accessibility with market expansion.
Learnings
Designing for Inclusion Means Embracing Simplicity
This project reminded me that impactful design isn’t always visual—it’s about understanding real constraints and still delivering value. Working across multiple markets reinforced the need for tight collaboration and clear communication. Designing for USSD pushed me to prioritize clarity, sequencing, and efficiency more than ever.