Rake Discovery 1.0

Impact

80%

Fewer location changes on the rake screen after launch

4 in 10

Monthly active users still open it four years later

Why retailers needed it

In 2022 the FarMart app was built for agri-input retailers, the village shops that sell farmers fertiliser and seed. They need to know when a fertiliser rake reaches their district so they can restock in time.

Finding one was slow. Retailers kept switching locations to check nearby districts, with nothing telling them where to look next.

District hopping
Dead ends with no next step
Late restocking

I designed it end to end in 2022, as part of the app's first wave alongside community and SMS marketing.

What the research showed

CleverTap data showed people changing location as soon as they landed on the rake page. Customer support then called power users, who said they switched districts to check neighbouring areas whenever nothing was available locally.

So the measure that mattered was fewer forced location changes, not more rakes on screen.

What shaped the design

Hindi, on low-end phones

The screens had to stay readable in Hindi, on modest Android phones, in a busy shop.

No rake is a common answer

The empty state had to point retailers to nearby districts instead of leaving them stuck.

The screens

First visit

Explains the feature and asks for the retailer's location before searching.

Rake discovery zero state asking for the retailer's location — First visit

No rake in the district

Shows that nothing has arrived, and offers nearby districts to try next.

Rake not available screen with nearby districts to check — No rake available

A rake has arrived

Leads with the key details of the rake in the district.

Rake available screen with rake details for the district — Rake available

The rake list

Every rake in the district, so retailers can compare and act quickly.

List of rakes in a district with supplier, loading point and status — Rake list

Four years on

Location changes on the rake screen fell by 80% after launch. It is still the app's most-used tool: roughly 4 in 10 monthly active users open it, even after the app moved from input retailers to output traders. In 2026 I redesigned it for fertiliser and food grain rakes, written up as Rake 2.0.

Daily and monthly active user counts are kept confidential.