The Brief
Where They Started
Khetwise sends crop advice to wheat farmers in Madhya Pradesh. Its text messages were accurate, but most farmers never read them.
Case Study · Product Design · 2024
Khetwise: Farm Advice in the Farmer's Own Language
Voice-first crop advice for wheat farmers in Madhya Pradesh, designed in the field, not in a meeting room.
Results
What Changed
- 61%Of advice listened to in fullVoice notes, against 18% for the old text messages
- 9Villages where we tested the app
- 3Taps from opening the app to today's advice
What We Did
How We Built It
We spent three weeks in nine villages around Vidisha. The new app speaks: today's advice as a short voice note in Hindi or Malwi, a photo to check a leaf, and a button to call an agronomist. Every screen was tested in a field, in sunlight.
They came to the villages and listened before they designed anything. The farmers noticed.
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