SAGAR SHINDE
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Ethnographic Research and Usability testing
🚀 Sr UX Researcher
As the Lead Researcher, I designed and executed the research plan, leveraging qualitative and quantitative methods to extract actionable insights.
🛠 Research Approach
1️⃣ Exploratory In-Depth Interviews 🎤
To gain a deep understanding of farmers' purchasing behaviors, we conducted semi-structured interviews in real-world settings.
- Farmers were selected across different farm sizes, crop types, and digital experience levels to ensure representative insights.
- Instead of direct questioning, we used recall-based storytelling to uncover genuine purchasing patterns.
- Insights were cross-verified through observations and purchase records, reducing reliance on self-reported data.
2️⃣ Usability Testing & Interaction Analysis 📱
Once we understood how farmers made purchasing decisions, we tested the digital platform's usability to see if it supported their natural workflow.
- Farmers were asked to perform common tasks on the platform, simulating actual purchasing scenarios.
- Participants verbalized their thought process while navigating, helping us capture confusion points and usability gaps.
- Observed non-verbal cues, hesitation, and barriers to digital adoption.
3️⃣ Iterative Testing & Continuous Refinement 🔄
To ensure long-term product usability and adoption, we implemented a multi-round usability testing approach:
- Findings from each usability test informed design adjustments, which were tested in subsequent cycles.
- Farmers who tested earlier versions were invited back to validate changes and improvements.
- We tested interface modifications based on usability feedback to determine the most effective improvements.
📌 Impact
🔹 Ensured equal representation of farmers from varied backgrounds, eliminating sampling bias.
🔹 Iterative testing helped identify and fix friction points early, improving adoption rates.
🔹 Research guided new onboarding and communication strategies to increase confidence in digital tools.
🔹 Combined behavioral insights and usability feedback ensured the platform matched how farmers actually make decisions. 30% improved adoption rate.
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Role - Sr UX Researcher
As the Lead Researcher, I designed and executed the research plan, leveraging qualitative and quantitative methods to extract actionable insights.
Location 📍India
Multiple locations in North India, Western and Southern India
This study aimed to understand how farmers make purchasing decisions and ensure that digital tools align with their needs. By integrating in-depth interviews with usability testing, we developed a continuous research loop to refine product design and farmer engagement strategies.
