A web tool instilling full transparency and visibility in the cocoa value chain through targeted insights and data.
I led the UX design effort for this project from initial wires to a fully launched site.
Miro, Adobe XD
Ghana’s 800,000 cocoa farmers produce about 90,000 metric tons of cocoa worth 2.2 billion US Dollars, almost 5% of Ghana GDP. But Ghana cocoa farmer average productivity is low, at best 510 kg/ha, 25% or less of what it could be. Effective solutions to increase farm average productivity to 2,000 kg/ha would have a direct increase in GDP of 12.5% and add $6 billion in export revenue, making total cocoa exports about 3 times that of oil. Meanwhile, chocolate demand is growing at 4% per year, driven by rising incomes in India and China, a global shift from milk to dark chocolate, and continued growth in the US and Europe.
Ghana has met rising demand in part by expanding land under cultivation but this has contributed to deforestation. Future growth will have to come through growth in productivity. So how will we improve cocoa farm productivity? Many things have already been tried: Improved agronomy through training, effective fertilizer distribution, better pest and disease management, and ensuring inputs be continuously available at certain times of year. But historically cocoa farmer credit has been unsustainable—lenders could not or did not identify farmers with high default risks, leading to heavy losses. Additionally, fertilizer distribution has been sporadic, and sometimes motivated by politics rather than economics.
I was tasked with creating a single, easy to use platform called PAGRIC (predictive agriculture) that gathers national cocoa datasets to lay the foundation for bringing cocoa productivity and farmers’ income levels closer to their potential. The thinking behind this is that by instilling full transparency and visibility in the cocoa value chain, we can start solving the aforementioned problems.
I created this outline of the cocoa value chain to break down the complex mechanisms through which cocoa travels and becomes a final product.
In the spirit of PAGRIC’s promised transparency, I suggested to the client that we translate my sketch into an infographic on the site’s home page. I collaborated with an illustrator to bring this to life.
Ghana’s geography is a hierarchy of societies within communities within regions. I decided to structure the tool’s primary navigation as an interactive, geographical drilldown that reveals data at each level, giving the user analytical flexibility. This flow was created in Miro to confirm the drilldown.
Colors and textures reminiscent of the cocoa pod and its beans were used throughout the site.
Screen 1: Home page with cocoa value chain infographic.
Screen 2: The sign in page shows off cocoa textures.
Screen 3: This simple dashboard was a shell for the robust analytics tool that was eventually plugged in. I collaborated with developers to translate my geographical drill down concept into code.