Case Study: Designing a Farmer-Friendly Rewards Web App for Corteva
We designed a simple and farmer-friendly rewards web app for Corteva Agriscience, aimed at encouraging product purchases and engagement among rural farmers. The app allows farmers to register, earn bonus points, and receive cashback after purchasing products. A special focus was given to minimizing clicks, simplifying language, and integrating Paytm wallet payouts to ensure an easy and familiar redemption process for farmers.
6/28/20252 min read
✅ Project Background:
Client: Corteva Agriscience (INDIA)
Project Goal:
To design a simple and engaging web-based rewards app where farmers can:
Register
Earn reward points
Get cashback after product purchases
Redeem points easily
The app needed to focus on clarity, minimal clicks, and easy language, keeping the rural farmer audience in mind.
✅ Challenges:
Too Many Rewards at Once:
Farmers were shown multiple earning and redemption options on one screen, leading to confusion.
Bank & UPI Confusion:
Many farmers found bank transfer and UPI options complicated.
Feedback showed preference for Paytm wallet payouts, which they already use for mobile recharges and small transactions.
Non-Redeemable Bonus Points:
The client wanted to give 300 points at registration, but farmers cannot redeem these points immediately.
They must buy a product first and earn cashback to become eligible for redemption.
Minimal Digital Literacy:
The app had to be simple, visual, and avoid technical terms.
✅ User Flow Design Solution:
Final Flow for Farmers:
Registration → 300 Bonus Points (Locked)
Farmers register and get a “Congratulations! You’ve earned 300 points” popup.
But these points cannot be redeemed until they buy a product.
Buy Product → Earn Cashback Points (Redeemable)
Farmers buy any Corteva product.
They scan a QR code on the product pack.
This triggers a popup like:
“You earned 100 cashback points! Now you can redeem your points.”
Optional Engagement Tasks (150 Points - Non-redeemable):
Farmers can choose to update profile, watch videos, or read product info to earn more points for engagement (but not for cash redemption).
Redemption Flow → Paytm Wallet:
Farmers enter their Paytm-linked mobile number.
They receive an OTP to verify their number.
On successful verification, cash is transferred to their Paytm wallet.
✅ Key UI Design Decisions:
Popup Language:
Kept short and action-based.
Example:
“🎉 Congratulations! You got 300 points.
Buy a product to get cashback and unlock your points.”
Screen Flow Mapping:
Created a PDF flow diagram showing all screen connections with arrows, making it easy for the client and developers to understand.No Loops, No Overload:
The user journey was designed with single-click direction, meaning no confusing loops or unnecessary screens.Paytm Integration Preference:
Chose Paytm Wallet payout flow due to farmer familiarity and ease of use.
✅ Tools Used:
Figma for UI design and wireframes
PDF flow mapping for screen-to-screen navigation
Client feedback loops via WhatsApp and Figma comments
✅ Final Outcome:
A clean, simple, and farmer-friendly rewards web app design
Full clarity on locked points vs cashback points
Minimal screens
Smooth Paytm wallet redemption flow
Ready for development and rollout