Iterations in mAgri
products: processes and
interim findings
October 2016
Aiming to reach 2 million
users with life changing
mobile agriculture services
2
The mNutrition initiative
3
4
The story so far…
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
Sep
-14
Oct-
14
Nov-1
4
Dec-1
4
Ja
n-1
5
Fe
b-1
5
Ma
r-15
Apr-
15
Ma
y-1
5
Ju
n-1
5
Ju
l-1
5
Aug
-15
Sep
-15
Oct-
15
Nov-1
5
Dec-1
5
Ja
n-1
6
Fe
b-1
6
Ma
r-16
Apr-
16
Ma
y-1
6
Ju
n-1
6
Ju
l-1
6
Aug
-16
Site Pyo
Khushhal Zameendar
M'Chikumbe
Govi Mithuru
Krishi Sheba
Vodafone Farmers Club
5
Quantity does not equal quality
25%
Repeat users
Across four mFarmer
sponsored products…
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
Sep
-14
Oct-
14
Nov-1
4
Dec-1
4
Ja
n-1
5
Fe
b-1
5
Ma
r-15
Apr-
15
Ma
y-1
5
Ju
n-1
5
Ju
l-1
5
Aug
-15
Sep
-15
Oct-
15
Nov-1
5
Dec-1
5
Ja
n-1
6
Fe
b-1
6
Ma
r-16
Apr-
16
Ma
y-1
6
Ju
n-1
6
Ju
l-1
6
Aug
-16
Site Pyo
Khushhal Zameendar
M'Chikumbe
Govi Mithuru
Krishi Sheba
Vodafone Farmers Club
6
Engagement structure
1. Team building
2. Research and
product
development
3. Launch!
4. Post-launch
support
Hypothesis: a strong product team must be able
to effect changes to services
7
1. Team building
8
mNutrition team structure
C-level sponsor
Product manager User experience lead
9
Core product team resources
http://www.gsma.com/mobilefordevelopment/wp-
content/uploads/2016/05/mAgri-VAS-Toolkit-2016.pdfhttp://www.gsma.com/mobilefordevelopment/magri
-design-toolkit
Hypothesis: addressing identified user needs will
improve engagement
10
2. Research and product development
11
Similar farmer archetypes were identified
across 6 countries
Opportunist Stuck
A progressive information seeker
who has the means to make
changes and take risks
Sees farming as a trap. Wants to
do something other than farming
but can’t see a way out.
Traditional Shifter
Knowledgeable about farming and
has learned through experience,
but not always up to date
Looks for opportunities and will
make low risk changes, but not
well connected to new information
12
Similar farmer archetypes were identified
across 6 countries
Opportunist Stuck
A progressive information seeker
who has the means to make
changes and take risks
Sees farming as a trap. Wants to
do something other than farming
but can’t see a way out.
Traditional Shifter
Knowledgeable about farming and
has learned through experience,
but not always up to date
Looks for opportunities and will
make low risk changes, but not
well connected to new information
VEGETABLE FARMER
“The directed amount on
the bottle might not kill all
the pests. So if the
instructions say 1 cup of
the chemical, I use 1’5
cups to be sure there are
no pests.”
AGRI EXPERT
“Farmers use excessive
and unnecessary
amounts of fertilizer to
make sure they have a
good season. I told a
farmer he should only use
120 kg of Urea, but he
ended up using 450kg of
Urea.”
The fear of losing an entire crop is just too high to follow the instructions on chemicals’ package
E X P E R T A D V I C E
14
Low fidelity prototypes allow product developers to fail fast and try many different approaches
15
16
Developing a minimum viable product
17
3. Launch!
18
Getting six services online took longer than we
thought…
Se
p-1
4
Oct-
14
No
v-1
4
De
c-1
4
Ja
n-1
5
Feb-1
5
Ma
r-1
5
Apr-
15
Ma
y-1
5
Jun-1
5
Ju
l-1
5
Au
g-1
5
Se
p-1
5
Oct-
15
No
v-1
5
De
c-1
5
Ja
n-1
6
Fe
b-1
6
Ma
r-1
6
Ap
r-1
6
Ma
y-1
6
Ju
n-1
6
Ju
l-1
6
Au
g-1
6
Site Pyo
Khushhal Zameendar
M'Chikumbe
Govi Mithuru
Krishi Sheba
Vodafone Farmers Club
19
4. Post-launch support
Hypothesis: no-one gets it right first time. Building
quality services takes time and effort.
20
The number of users accessing increases
But what about the quality of those users?
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
Sep
-14
Oct-
14
Nov-1
4
Dec-1
4
Ja
n-1
5
Fe
b-1
5
Ma
r-15
Apr-
15
Ma
y-1
5
Ju
n-1
5
Ju
l-1
5
Aug
-15
Sep
-15
Oct-
15
Nov-1
5
Dec-1
5
Ja
n-1
6
Fe
b-1
6
Ma
r-16
Apr-
16
Ma
y-1
6
Ju
n-1
6
Ju
l-1
6
Aug
-16
Site Pyo
Khushhal Zameendar
M'Chikumbe
Govi Mithuru
Krishi Sheba
Vodafone Farmers Club
21
A simple segmentation based on usage
Registered Trial Repeat Dropped
22
Comparing segments
25%49% 54% 53% 53% 58% 62% 66%
0%
20%
40%
60%
80%
100%
Registered Trial Repeat Dropped
23
Segmentation can yield deeper insights
Registrations per day, Q2 2016
Self registered
Agent registered
24
Comparing marketing eventsSelf-registration events generated more, better quality users than agent
activations during this quarter
2%
3%
4%
37%
46%
74%
76%
84%
45%
38%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
19th April
6th May
1st June
24th April
29th May
Registered Trial Repeat Dropped
Agent registered
Self registered
25
Alongside user feedback
41%
60%
75%
0%
20%
40%
60%
80%
100%
Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16
Registered Trial Repeat Dropped % who would recommend to a friend
Day 2:
Brief
broader
team and
agree on
prioritised
issues
Synthesised
insights
against the
Customer
and Agent
Journeys
Day 1:
Data
synthesis
and
preparation
Day 3:
Quarterly
planning
with the
cross-
functional
team
Phone
surveys
Business
Intelligence
User
experience
Customer
journey issues Updated MVP for
next product
iteration
Plans for content
Plans for field work
Everything!Agent journey
issues
Other Sources
Bringing the data together: product iteration workshops
27
The customer journey
28
Case 1: A step change in uptake
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Actions from the June PIW:
- Prepare back-end for new content upload
- Prepare to market accordingly
29
Case 2: a step change in engagement
3%
8%
11%
13%
21%
22%
72%
74%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
10-2015
11-2015
12-2015
01-2016
02-2016
03-2016
04-2016
05-2016
06-2016
Pull content repeat Pull content trial Push content repeat
Push content trial Registered
30
Country to country
knowledge sharing is
very valuable
And quite good fun!
31
Improvement in user quality over time
16%
33%
40%
46%
53%
31%
49% 51%53%
57%
0%
10%
20%
30%
40%
50%
60%
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16
% repeat users (mNutrition)
32
16%
33%
40%
46%
53%
31%
49%51%
53%57%
25%
0%
10%
20%
30%
40%
50%
60%
mFarmer,Jul-2014
Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16
% repeat users (mNutrition) % Repeat users (mFarmer)
Improvement in user quality over time
It’s still challenging to iterate on existing products
within large organisations… but it’s happening
The internal UX workstream has been cited as the
most valuable tool for product understanding
Measure user engagement as well as raw
numbers
33
Summary
Sustainability planning
Outcomes evaluations… watch this space
34
What’s next for mNutrition
Tegan Palmer - GSMA mAgri BI
Matt Strickland
Ahmed Javed
Ashraf Uzzaman – GSMA mAgri market
engagement managers
Panos Loukos - GSMA mAgri content
specialist
Lilian Tse – Frog senior customer
insights programme manager35
Questions?
36
Get in touch:
Email: [email protected]
Twitter: @GSMAm4d
Facebook:
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