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: mAgri@gsma.com

Twitter: @GSMAm4d

Facebook:

www.facebook.com/GSMAMobileforDevelopment