Kaset Go

Building Thailand’s first agricultural community

Kaset Go is an online community of Thai farmers in a mobile app. It is a space for farmers to talk, share practices and ideas, update the latest agriculture news, and get certified advice from the agronomist experts.
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Over the period of 10 months, I took a design lead role in the team of 4 designers. We passed through 3 releases including the Beta release, the MVP release, and the public release.

MY ROLE
Lead Designer and Researcher
Product Thinking, Discovery and Ideation, User Research, Prototyping and Testing, Community management
TEAM
Cyndy Messah, Sr. Product Designer (MVP release design)
Natcha Janha, Product Designer (MVP release design)
Farhana Rahman, Service Designer
FEB - NOV 2020
(10 months)
THE PERSONAS 🧑
We created 3 personas — Smart Farmers, Progressive Farmers, and Potentially Progressive Farmers —based on user interviews, market research, and field research that I conducted in 2019. Having personas help lead our way in the design process and also help our team members align on the users' need.
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MVP release design ✏️
Our user group consisted of farmers from all over Thailand. Due to the impact of the COVID situation, we were unable to conduct the research face-to-face until 10 months after the project started. In response to this constrain, I used mixed research methods to collect the data every 2-3 weeks after each release and finally, we launched our MVP in August 2020.

Read the research part of MVP release
Below are samples of our design and insights gained from my post MVP-launch research.
Design highlight: POSTING
Farmers can post questions or share their farming stories with photo and video attachments. They can also add tags to their post for better categorisation of the content.
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Insights from post-research
  • 70% of the posts did not have a tag because the users tended to skip adding a tag
  • Farmers joined various Facebook/ Line Group based on their interest and more comfortable to talk within specific group (sense of relatedness)
Design highlight: BROWSING
Farmers can see others' post in their feed. Thus, they can gain access to the latest agriculture knowledge such as certified expert answers, crop price, curated practices, tips and techniques. Besides, they can use filter to view only posts about their own crop.

Insights from post-research
  • Farmers tended to browse content by crop group and interest
  • Progressive Farmers and Potentially Progressive Farmers tended to browse more than Smart farmers
  • Lurking and browsing journey was 64% of usage situation so we should consider optimizing this journey first
  • Most farmers could not find their crop in the filter since it covered only 7 main crops
  • The feed contained every posts and was not personalised to individual's interest
Based on the feedback and insights after MVP release, we decided to shift our strategy by focusing more on connections between our users and the content inside the app. We then ran several brainstorming sessions and came up with the new 'How Might We' for a tweak before public release.
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How might we ❓
Show content that is relevant to their crop of choice and interest
Connect farmers with their interest
Create a safe space for farmers to discuss about specific topics
Encourage farmers to connect with each other
Introducing 'rooms'
Now Kaset Go's users can create their own group based on their interest. They can also join other rooms to meet, connect, and help each other inside this little community.
improved feed
  • (Below, left screen) The Home/Feed page now shows only posts based on user's crops and interests. The users can change this information in their profile page
  • (Below, left screen) 'Latest News' top section is changed to 'Top Picks' section to serve Progressive Farmers and Potentially Progressive Farmers' need, make it easiest for lurkers to glance and read high-quality content
  • The filter section and posts' tag were removed because now users use Room instead. The content and posts will be automatically categorized in each room

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The Rooms page
The 'Explore' menu was added in the bottom navigation to be an entry point for the Rooms page. From here the users can access the room they already joined or join other rooms based on their interest. The users can also see if their friends are inside the recommended room.
The IMPACT
After the project started in February 2020, we planned to release the app in 3 phases, the Beta release, the MVP release, and the public release in December. At the MVP release, the product received very good feedback from user adoption rate and from customers’ voice so that it was asked for by our client in other offices to have the same solution applied for their country and received $700k funding at the end of 2020.

And below are some stats at the end of November 2020.
58K
Active users
56%
Adoption rate
20%
Engagement rate*
*Count only posting and replying as engagement, not including viewing and other interactions
"You are a library, an advisor, a helper, a mentor, a person who never leave our side. And we are happy to have you as a friend as a teacher. Thank you."
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— Chatree Kongchai, The user
wishaya jeen
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