Jagadeesh
+91 9515185113
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Mandihub App
Context
Strategy
Design
Constraints
Outcomes
Designing MandiHub, simplifying how India's agriculture community discovers, compares, and connects.
A marketplace platform that helps farmers, buyers, equipment owners, and service providers connect through trusted listings, comparison tools, and direct communication.
Role
UI/UX Designer & Product Designer
Timeline
3 months
Team
Founder • Developers • Stakeholders
Domain
Agriculture Marketplace
Agriculture marketplaces serve multiple user groups with different goals. Farmers want to sell produce, buyers want to discover reliable suppliers, equipment owners want to rent machinery, and service providers want to find work opportunities.
While MandiHub already enabled users to connect through listings, calls, and messaging, discovering the right opportunities remained a challenge. Users needed a faster way to browse listings, compare options, evaluate credibility, and connect with confidence.
WHAT I OWNED
Product Discovery · User Research · Competitive Analysis · Information Architecture · Marketplace Flows · Search & Discovery · Buy & Sell Experience · Equipment Rental · Farm Services · Posting Flow Design · Trust & Safety · Wireframing · Interaction Design
BUSINESS GOAL
Increase marketplace engagement by making it easier for users to discover relevant listings, evaluate trusted profiles, and initiate meaningful connections.
Create a scalable platform that supports crop listings, equipment rentals, and farm services while encouraging repeat usage and community growth.
STRATEGIC BET
Building trust and discovery as the foundation of the platform would create more value than focusing on transactions alone.
DESIGN MANDATE
Design a simple and trustworthy agriculture marketplace that helps farmers, buyers, equipment owners, and service providers discover opportunities, compare options, and connect with confidence.
The experience should reduce friction, simplify discovery, and support multiple user types within a single ecosystem.
The case for discovery first and why I pushed for it
The initial instinct was to build MandiHub as a complete agriculture platform. I chose to focus on discovery, trust, and connections first.
Users need to find the right crops, equipment, and services before advanced features create value. By simplifying discovery, comparison, and communication, MandiHub can help users connect with confidence.
Users don't pay for trust alone. They pay for better opportunities, faster decisions, and greater visibility — trust is what makes those outcomes possible.
Discovery & Search
Enable users to quickly find crops, equipment, and services through intuitive search, categories, filters, and relevant listings.
Comparison & Decision Making
Help users compare listings, save options, and evaluate opportunities before initiating contact.
Trust & Transparency
Introduce verification badges, ratings, reviews, and profile transparency to reduce uncertainty and improve confidence.
Visibility & Insights
Provide premium tools such as featured listings, market insights, demand trends, and listing visibility boosts that help users grow their opportunities.
Mandihub
Information Architecture & Intent Modeling
The platform serves multiple user groups with different goals. Instead of organizing the experience around user types, I structured the platform around user intent.
I want to sell the Agri products
I want to Buy the Agri products
Crop / Produce
I offer services
I need services
Services
I have equipment to give rental
I need rental equipment per hour
Equipment
Users don't think of themselves as buyers, sellers, or service providers first. They think about what they want to achieve.
Farmers needed quick access to crop trading, mandi prices, equipment rentals, and labor services without navigating through multiple screens.
Wholesale Mandi Price
Rental Equipment & Vehicles
Farmer Hiring
Provides farmers with quick access to daily wholesale market prices, helping them make informed selling decisions based on current market trends.
Enables farmers to easily find and rent agricultural equipment and vehicles, reducing ownership costs and improving access to farming resources.
Connects farmers with skilled agricultural workers, making it easier to find reliable labor for seasonal and daily farming activities.
A communication layer that enables users to message, call, and participate in agriculture-focused groups, helping them build connections and discuss opportunities directly within MandiHub.
Market intelligence dashboard with commodity filters, price trends, and regional comparisons.
Multiple User Types
The platform needed to support farmers, buyers, equipment owners, and service providers within a single ecosystem without creating separate experiences for each user group.
Complex Marketplace Flows
Users could buy, sell, rent equipment, hire workers, or offer services. The challenge was simplifying these journeys while maintaining flexibility.
Building Trust
Users often make decisions based on profile credibility and listing quality. The design needed to introduce trust signals before users initiated contact.
Discoverability
High-value features such as Live Mandi Prices, Equipment Rentals, and Farm Services needed to be easily accessible from the home experience.
Information Overload
The platform contains market prices, listings, equipment, services, groups, and messaging. Organizing this information without overwhelming users was a key challenge.
The final design simplified marketplace navigation, improved feature discoverability, and reduced posting complexity. Trust and transparency were strengthened through verification and community-driven interactions, while the flexible platform structure created a scalable foundation for future growth.
Let’s turn into impactful experiences
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