Research User Experience User Interface
Duration: 4 months
Role: Secondary research, Primary research, Ideation, Output
Tools used: Miro, Adobe Suite, Google Scholar, Figma
Summary
Over the past 25 years, rural tourism has expanded, and people have joyfully embraced it as a way to get away from the hustle and bustle of city life. Rural tourism is a useful tool that can help revitalize and rebuild rural communities. Agro-tourism is a relatively new kind of tourism that supports agriculture and has been shown to give locals in rural areas job opportunities as well as an additional source of income for farmers.
The research area is located in the charming village of Anegundi, which is adjacent to the village of Hampi in northern Karnataka.
The goal of the research is to identify the transitions that have occurred over time in a village's tourism-related employment prospects and determine how to improve them by incorporating agrotourism
Problem Statement
According to the 2011 Census of India, approximately 66.64% of the total population of Karnataka, a state in southern India, lives in rural areas. One such rural area in India is the village of Anegundi, located in the Koppal district of Karnataka. The primary occupation in Anegundi is agriculture and farming, while tourism should be counted as the secondary occupation, owing to its cultural and mythological significance and closeness to Hampi.
Since agriculture and tourism are the two major occupations, agro-tourism has huge prospects to thrive in a village like Anegundi. There is a lack of awareness about the industry of agro-tourism and its benefits in India among the public, which is one of the greatest concerns regarding the boost of rural tourism. It is important to educate potential visitors and village residents about this type of tourism and its implications for the economy of a village, its cultural significance, etc.
Research questions
What are the jobs associated with rural tourism and agro-tourism in rural India, and how might we imagine job prospects in the agro-tourism industry for people in a rural setting?
How can awareness about agro-tourism be spread among the locals of the village of Anegundi and also among potential tourists?
In what way can technology help to enable an agro-tourism project and connect tourists with it?
Literature Review
Economy in rural India
Agro-tourism benefits
Case study from Maharshtra
Agro-tourism - World best practices
Tourism in Anegundi
Govt. criteria for agro-tourism
Benefits to rural economy due to agro-tourism
Benefits regarding conservation of environment
Research Design
Primary Research
1. Pilot survey with tourists
Goal:
To gather insights into tourists' motivations, experiences, and overall perceptions with respect to
agro-tourism.
To gather insights into tourists' motivations, experiences, and overall perceptions with respect to
agro-tourism.
The survey was made available online using Google Forms to visitors interested in agro-tourism experiences.
A total of 163 responses were collected over a period of 4 weeks. The questions were quantitative in nature with the exception of a few options being qualitative. Out of the 163 respondents, 93 were female and 70 were male. A majority of 97.6% of the total belongs to urban and suburban areas.
Online survey form
Online survey form
Infographic on insights from online survey
2. Agro-tourism farm: A case study from Maharashtra
Goal:
Gathering data on experiences related to working at an agro-tourism farm
Learning the processes and systems followed.
Gathering data on experiences related to working at an agro-tourism farm
Learning the processes and systems followed.
This plot included organic farms where numerous vegetables and plants are grown. The activities in this area include nature and forest trails, fishing, and a bridge crossing over the river, and the cuisine served is regional Maharashtrian cuisine. They provide accommodations for people who wish to stay at the farm.
Interview with staff
Adventure activities
Interview with farmer
Interview with farmer
Insights from the visit:
No formal training is received by the employees before they start working. The work is explained to them by one of the staff, and they soon follow.
This business follows organic farming which ensures sustainability and also preserves the environment around it. However, the yield is comparatively lower and this type of farming may only be suitable for some farmers.
Typically, a farmer at this agro-tourism farm would earn extra income since they already are in the agriculture business. Overall, this farm can be experienced as a place to unwind, relax and learn about agriculture.
This business follows organic farming which ensures sustainability and also preserves the environment around it. However, the yield is comparatively lower and this type of farming may only be suitable for some farmers.
Typically, a farmer at this agro-tourism farm would earn extra income since they already are in the agriculture business. Overall, this farm can be experienced as a place to unwind, relax and learn about agriculture.
3. Primary Research Analysis: Insights from Anegundi, Karnataka
Goal:
Gathering data on the locals’ perception of agro-tourism being a new form of tourism in the village.
Gathering data on the locals’ perception of agro-tourism being a new form of tourism in the village.
Anegundi is a quaint village adjacent to the village of Hampi in northern Karnataka. Agro-tourism has a great deal of promise in the community of Anegundi because of its numerous farms and rich culture and customs.
The methodology involved focus group interviews with the locals, individual interviews with farmers, and an agricultural expert, and participatory learning activities.
The methodology involved focus group interviews with the locals, individual interviews with farmers, and an agricultural expert, and participatory learning activities.
Anegundi is a village that offers visitors a chance to witness and practice agriculture and connect with nature, learn about the rich history of the village, taste local cuisines, enjoy performing arts, visit ancient temples, and participate in the local handicraft.
Farmlands in Anegundi are used to cultivate:
Bananas Rice Sugarcane
Bananas Rice Sugarcane
Participatory learning activities
One participatory learning activity comprised asking the locals to draw out a map of Anegundi and then marking the villagers’ houses, the number of people living in each house, their occupations and also the closest monument to their house. This helped in understanding the demographics and also the area. They were also requested to draw the locations of the farmlands around the village.
Focus group interview and participatory learning activity: Group 1
Focus group interview and participatory learning activity: Group 2
Participatory learning activity and focus group interview
Result of participatory learning activity
Another participatory learning activity involved asking the locals to build an itinerary for tourists visiting Anegundi for agro-tourism. This was conducted to comprehend the uniqueness of this village and to learn what it has to offer to visitors. Different aspects of an agro-tourism business were mentioned to the locals, such as activities, rural cuisine, sightseeing, culture and traditions, and performing arts. Under each category, the locals would list down the items for each time of the day.
Farm visit and interview with farmer
An interview was carried out with a farmer at Anegundi to learn about the agricultural business in the village and also to understand their perception of bringing in agro-tourism.
Visit to farm
Interview with farmer
Interview with an agriculture expert
Another interview with an expert on irrigation and agriculture was conducted to gain insights into the farming industry and locals' perception of agro-tourism.
Interview with an agriculture expert
Insights:
A majority of the locals have not heard about the concept of agro-tourism. However, a few parts of the business are being practised by the locals in some way or another. For instance, a tour guide might demonstrate agricultural processes to visitors in addition to offering sightseeing and educational services.
According to information gathered from focus group discussions with locals, some villagers own extra homes that have been converted into homestays where tourists can stay in exchange for money.
Certain authorities are not permitting the operation of agro-tourism businesses due to the protection of the heritage site of Anegundi. They are engaged in a project that involves building a number of accommodations and conducting tourist-related entertainment.
The villagers are keen on implementing agro-tourism since Anegundi is a place with lush greenery, rich heritage, and historical significance.
Research contribution
Outputs of research
Following the primary research in the study area, the data collected, which consists of the meetings with the stakeholders and their views and perspectives on introducing an agro-tourism project, an observational study, and group activities, assisted in the development of ideas as shown in the figure below to design the outcomes.
Ideas for outcomes
1. Toolkit
By using the compiled data from primary and secondary research, learning about the government’s guidelines for setting up an agro-tourism project, and taking inspiration from already existing agro-tourism models around the world, it would be possible to design toolkits. Data such as observed farmlands, arable space, the scope of building infrastructure, and potential workers in the industry helped to design a tool that would serve the locals and tourists as well.
A printed, readily distributable brochure with details on the agro-tourism business model would be used to accomplish this. This toolkit's main purpose is to introduce this sort of tourism to the target audience and educate them on its advantages.
Rough sketch of the initial idea for the toolkit
A rough sketch helped to visualise the idea for creating a booklet.
It involved mapping out structures, mentioning stakeholders and also a basic layout of the farm. This toolkit would assist a villager in learning about agro-tourism and a list of the job roles available at the farm.
The initial idea for the toolkit
Iteration 1 of the toolkit
The first iteration of the toolkit is in the form of a booklet consisting of three pages.
It serves as an educational resource for both residents and visitors, educating them about the many regions covered by the agro-tourism initiative. They learn about the associated activities, the many stakeholders, and the various facilities that are housed there.
Front and back cover
Page 1 and 2
Page 3 and 4
Page 5 and 6
Prototype of iteration 1
Front cover
Page 1 and 2
Page 3 and 4
Page 5 and 6
Back cover
Iteration 2 for the toolkit
The prototype of iteration 1 lacked clear information delivery, which was an issue of concern. As per feedback from peers, the design lacks information and is difficult to understand. Hence, an iteration was created with improved designs using the help of the inputs received.
The second iteration of this type of toolkit involves designing a brochure that is easy to carry, portable, and informative.
This iteration includes a tool that would help locals set up an agro-tourism farm as well as learn about the roles of various staff at such a project. A table consisting of three columns namely the requirements of the agro-tourism farm, the potential risks of the requirements, and solutions for minimizing the risks. With the help of this tool, the owner of the farm can avoid risks that could prove harmful to the business.
Iteration 3 for the toolkit
In the third and final iteration of the design for the toolkit the colours were changed in order to appear minimal but at the same time retain the relevance of the context. These brochures are designed in both English and Kannada to cater to a larger audience.
English variant
Kannada variant
2. Website Prototype for Information and Booking Service
The web-based portal is a tool to help visitors learn about agro-tourism and Anegundi, as well as connect with relevant people. It also acts as a service to book accommodations in the village and clear any doubts with the managers of the business.
Features of the website
Moodboard
Moodboards are a great tool to take inspiration by collecting and organizing visual references. It allows to explore different styles and layouts required for the website. The mood board created includes designs from various agro-tourism farm websites.
Information Architecture of the Website
Information architecture (IA) is essential for organising and structuring material in a way that is simple and straightforward. Here, the IA allows for organising and understanding the contents and features required for the website.
Iteration 1 wireframes
Iteration 2 wireframes
Feedback on iteration 1 involved criticism of the usability of the features in the website.
Based on the feedback received, another iteration was developed with changes to the layout and structuring of website content.
The second iteration of the website wireframes involves improved layouts and content materials.
Separate pages were created for the events and activities section, which involved 5 total different activities.
Testing paper prototypes
Website screens (Prototype)
A working prototype of the website was created in order to create a detailed and realistic representation of the final product and test user interactions with the content and features.
This allows for an accurate assessment of the user experience and enables informed decisions before the actual development of the website.
This allows for an accurate assessment of the user experience and enables informed decisions before the actual development of the website.
Please find a link to the prototype below
Website screens
Homepage
About page
Contact page
The colours selected have earthy tones, mostly in shades of green and yellow, representing the paddy crops cultivated in Anegundi.
The theme was inspired by the crops and plants that are commonly found in and around the village.
Agricultural activities
Rural cuisine
Sightseeing
Culture and Tradition
Rural games
The About section is divided into 3 parts, namely agro-tourism, Anegundi and events and activities.
It mentions all the selling points of the agro-tourism business as well as Anegundi, and also the events and activities that are part of it.
Book your stay
Payment page
Payment page
Booking confirmation
The booking confirmed page ensures that the user is informed about the details of the booking made like the payment confirmation, details of the booking, and bill details.
It also prompts the user to continue browsing, in case they need to learn more information about agro-tourism and Anegundi.
Limitations
A pilot testing of the first iteration of the prototype toolkit was conducted, which involved feedback from an expert in the agricultural sector. However, due to time constraints, testing of the following iterations with experts and community locals is pending.
Next steps
Testing the toolkit in person with the locals of Anegundi in order to understand the requirements for improvement, if any.
Drafting a proposal to be sent to the authorities for the implementation of agro-tourism in Anegundi. This would include interviews with experts in the area of legalities as well as experts in the field of agriculture.
Creating a model for the financial aspect of agro-tourism can be considered the next step in the research process. This can be useful for farmers to plan finances while ideating agro-tourism business ideas.
The website can proceed to the development phase and further grant access for end-user testing. This will ensure feedback and iterations on the designs.
