TBT Agro

Bridging farmers and buyers in Nigeria’s agricultural ecosystem.

problem

The surface-level problem at TBT Agro seemed simple: “Help farmers list produce and help buyers find it.” But early research exposed a much deeper issue: Nigeria’s agricultural data is chaotic. The same crop has multiple names across states, prices fluctuate daily, literacy levels vary widely, and product information is often incomplete or unreliable. This made search, discovery, and trust nearly impossible on any digital platform. Farmers struggled to input accurate information because forms demanded too much typing, while buyers couldn’t make confident decisions because listings lacked consistency, structure, and transparency. Add unstable connectivity, outdoor usage, and skepticism around online transactions, and the marketplace became a system where both sides were operating with blind spots. The real UX problem, therefore, wasn’t about creating a marketplace, it was about transforming inconsistent, messy, offline agricultural data into structured, trustworthy, decision-ready information. Solving that foundational gap became the core objective of the project.

solution

TBT Agro’s redesign focused on solving the real barrier in Nigeria’s agricultural marketplace: messy, inconsistent data that made discovery and trust nearly impossible. Instead of just creating screens, the solution built a systems-driven foundation, a standardized produce taxonomy, a streamlined listing data model, and clear state machines for listings and trust signals. These structures ensured that even farmers with low digital literacy could create accurate listings, while buyers saw clean, reliable, decision-ready information. The UX prioritized low-typing, high-clarity interactions: predefined produce names, toggles, unit selectors, text-first layouts for low connectivity, and high-contrast cards optimized for outdoor use. A decision-support search engine ranked results by proximity, freshness, price stability, and seller reliability, basically the factors that truly drive agricultural purchase behavior. This systemic approach led to meaningful impact: faster listing creation, improved search accuracy, higher buyer confidence, and significantly reduced friction for low-literacy farmers. The solution didn’t just digitize agriculture it normalized chaos into clarity, making the marketplace trustworthy, efficient, and usable in real-world African contexts.

year

2023

timeframe

2 months

tools

Figma