Introduction

Promode Agro Farms is an e-commerce platform delivering fresh, organic vegetables, fruits, and groceries, with a focus on authentic Bengali produce. Launched in 2021, it serves Hyderabad’s Bengali community by sourcing premium, pesticide-free items directly from Kolkata.

Finding traditional Bengali ingredients in Hyderabad is challenging, especially during festivals. Promode Agro Farms bridges this gap with competitive pricing, strict quality control, and a user-friendly app. Beyond groceries, it fosters a cultural connection while promoting sustainability, ensuring a seamless shopping experience for families seeking the taste of Bengal

Problem Statement

Bengali families in Hyderabad face challenges finding fresh, authentic groceries. Local platforms lack variety, offer inconsistent quality, and fail to deliver a convenient shopping experience. Limited scalability and unreliable organic claims further erode trust and satisfaction.

My Role

I'm the lead product designer for this project. I collaborated with product designers (Ghouse, Shiv, Uttam and product managers (Akbar Ahmed Khan) throughout this project

Goals

Business Goals

• Expand reach to Bengali families in Hyderabad.

• Build trust with authentic, fresh, organic products.

• Improve operational efficiency and scalability.

• Enhance user experience with a seamless, feature-rich app.

User Goals

• Access fresh, authentic Bengali ingredients easily.

• Ensure consistent quality and pesticide-free products.

• Enjoy a convenient, transparent shopping experience.

• Stay connected to Bengali traditions and culture.

Impact

We launched a small MVP to test market reception and usability, introducing a slot-based delivery system to address scalability challenges. This system ensured efficient order management and timely deliveries, even with limited infrastructure. With this approach, we achieved a 40% customer retention rate during the trial phase, validating the demand for authentic Bengali groceries. The scalable delivery model also allowed us to handle a growing volume of orders while maintaining quality and customer satisfaction, paving the way for sustained growth and operational efficiency.

Our Users

We analyzed user behavior and purchase data, supported by customer interviews, to understand their needs. This helped us identify the specific jobs our product fulfills, leading to the creation of 3 user archetypes mapped to their respective jobs-to-be-done.

Design Process

Design Sprints: Cross-departmental design sprints were conducted to align stakeholders and ideate solutions for a better customer experience. Product Designers, Managers, and Creatives contributed to brainstorming and prototyping.

User Research: Extensive research involved analyzing the needs of Bengali families, identifying pain points, and validating solutions through guerrilla testing and interviews.

Prototyping and Iteration: Multiple prototypes were developed and tested with over 20 participants, ensuring usability and alignment with user expectations

User Flow

Sketches

• I sketched multiple user flows to visualize ideas quickly. My focus at this stage is to diverge first, converge later. Here are some early sketches of the promode agro

Early Design

A sneak peek into my early wireframes, mid-fidelity designs and drafts. The designs have went through at least 30 iterations per screen. It is due to several reasons: Change in business direction shift in product roadmap or simply to improve the user experience.

We went through 200+ Iterations

The initial designs went through several user tests, discussions with operations, marketing and business teams to ensure we have a friendly and scalable user experience

I wish I could show you every single part of the process!

Usability Testing & Customer Interviews

To validate our designs or test prototypes, we did guerrilla testing with real users. we did this in-person. Now, our customer interviews are done remotely

We've tested the prototype with 17+ people in a controlled testing environment as well as the guerilla way.

Final Design

Outcome

Promode Agro Farms effectively fills a clear market gap, addressing the unique needs of Bengali families in Hyderabad. Customers appreciate the platform’s commitment to quality, authenticity, and eco-friendly practices, fostering trust and loyalty.

• Increased customer satisfaction through fresh, pesticide-free products.

• Enhanced shopping convenience via a robust, user-friendly app.

• Strengthened cultural connections by delivering traditional ingredients.

• Real-time tracking and transparent sourcing boosted reliability

• Personalized experiences catered to the Bengali community’s unique requirements.

what we learned

• Understand the Market Demand

• Importance of Scalability

• Trust is Key

• Convenience Drives Retention

• Cultural Connection Matters

• Iterative Improvements Pay Off

Future

Bug Fixes

For a project of this scale, even though we have already fixed plenty of bugs before public release, there are bound to be minor bugs.

Post-launch optimization

This is a crucial next step for every UX improvement or product launch. With informed, actionable insights, we are able to design a better experience for our consumers.

Continue to design better experiences

To follow through our product roadmap and continue to stick to our design principles

This has been my proudest contribution at Promode Agro Farms. Couldn't have done so without the amazing team at PTR Technologies Huge kudos to our heroes in the product engineering team.

Thank you for reading through! Hope you enjoyed learning about my design and thought process. :)