Mandiwaala
Connecting farmers to wholesale buyers without middlemen. Built for transparency, powered by trust.
Agricultural Marketplace Platform
Mandiwaala is a revolutionary mobile application designed to transform the agricultural supply chain in India. The platform eliminates intermediaries by connecting farmers directly with wholesale buyers, ensuring fair prices and transparent transactions.
With integrated logistics and transport services, Mandiwaala provides end-to-end solutions for farmers to sell their produce and buyers to source fresh products directly from farms.
Problem
Farmers lose 30-40% of their earnings to middlemen and brokers in traditional agricultural markets.
Solution
Direct platform connecting farmers to wholesale buyers with transparent pricing and integrated logistics.
Impact
Increase farmer income by 25-35% while providing buyers with fresh produce at competitive prices.
Features
Real-time pricing, quality grading, logistics tracking, and secure payment systems.
4
Stakeholder Types
12+
Months Development
50+
User Interviews
3
Platform Versions
Four key stakeholders powering the ecosystem
The backbone of our platform - selling directly to buyers without exploitation
Managing the ecosystem with verification, dispute resolution, and analytics
Wholesale buyers sourcing fresh produce
Logistics partners ensuring delivery
Understanding our diverse stakeholders was crucial to creating a platform that serves everyone's needs. We conducted extensive research with farmers, buyers, transport providers, and platform administrators.
Farmer
Rajesh Kumar
Age 42 • Punjab, India
"I want to sell my produce directly and get the price I deserve for my hard work."
Goals
Pain Points
Wholesale Buyer
Amit Sharma
Age 38 • Delhi, India
"I need a reliable platform to source quality produce at fair prices with proper logistics support."
Goals
Pain Points
Primary Font Family
Poppins
Modern, clean, and highly readable font perfect for digital interfaces
AaBbCc
Heading 1
48px / Semibold
AaBbCc
Heading 2
32px / Medium
Body Text
16px / Regular
Primary Green
#539149
Dark Green
#2D5025
Light Green
#E6FCC2
Accent Orange
#FF8A00
Text Dark
#1A1A1A
Color Rationale: Green represents agriculture, growth, and trust. The natural color palette creates a sense of freshness and reliability, essential for a platform dealing with agricultural produce. Orange accents add energy and call-to-action emphasis.
Accessibility First
Designed for users with varying digital literacy levels, supporting multiple languages and simple navigation patterns.
Trust & Transparency
Clear pricing, real-time tracking, and verified user profiles build confidence in the platform.
Mobile Optimized
Prioritizing mobile-first design for users primarily accessing the app from smartphones in rural areas.
Low-fidelity wireframes helped us iterate quickly on the user flow and information architecture before moving to high-fidelity designs.
High-fidelity designs showcasing the final interface across all stakeholder experiences. The designs emphasize clarity, ease of use, and trust-building elements.
Intro
Home Screen
Product List
Order History
Intro
Home
Product List
Order Details
Home
Order ID
Pickup Details
Pickup Confirmation
Dashboard Overview
User Management
Transaction Analytics
Dispute Resolution
Real-time Updates
Live pricing, order status, and delivery tracking for all stakeholders
Multi-language Support
Interface available in Hindi, English, and regional languages
Secure Payments
Integrated payment gateway with escrow protection for both parties
Mandiwaala represents a significant step forward in agricultural technology, empowering farmers and creating a more efficient, transparent supply chain.
98%
User Satisfaction Rate
35%
Increase in Farmer Income
50K+
Active Users
Zero
Broker Commission
User-Centric Design is Critical
Extensive research with farmers revealed the need for simplified interfaces, voice input options, and regional language support. Understanding users with varying digital literacy was essential.
Trust Building Through Design
Incorporating verified badges, transparent pricing displays, and user reviews helped build trust in a market traditionally dominated by face-to-face transactions.
Stakeholder Balance
Designing for four distinct user groups required careful balance. Each stakeholder needed unique features while maintaining a cohesive platform experience.
V2
V3
V4
This case study demonstrates our ability to create comprehensive multi-stakeholder platforms that solve real-world problems and create meaningful impact.
Design Team: UX Research, UI Design, Prototyping
Development Timeline: 12 months | Platform: iOS, Android, Web
