Farmerpay

FarmerPay is a digital platform offering farmers seamless access to credit, insurance, and advisory services through secure workflows. It uses digital public infrastructure (Aadhaar, AgriStack, UPI), AI-driven profiling, and blockchain for transparency.

Product Design

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Project Overview

Client: Farmerpay, a pre-seed fintech startup
Industry: B2B2C, Fintech
Timeline: 8 weeks till now (2025)
My Role: Lead Product Designer

Context

Onboarding is fully digital, supporting low-literacy users, multiple languages, and assisted modes, integrating with APIs for KYC, land records, and financial data. The system builds comprehensive farmer profiles, calculates a livelihood score, and tailors financial products and advisories accordingly.

How Did I Add Value?

As the sole designer in a indian government backed startup, I built and restructured the entire user flow + architecture in order to make the product function.

Discovery

Internal Findings

A one-size-fits-all UX approach failed to support farmers with varying levels of digital literacy, from feature phone users to smartphone users.
This led to simplifying navigation and introducing guided, adaptable flows to reduce confusion and improve usability.

Problem

The Challenge

Farmers found the app hard to use because it had too many steps, limited langauge adaption, unfamiliar terms.
For users with limited digital experience, even basic actions like onboarding or payments felt confusing and stressful.

My Solution

We simplified the experience with guided flows and added Bhashini AI so farmers could set the app language by simply speaking during onboarding.
The app automatically detects their language and converts the entire interface, making it easier and more comfortable to use.