Contents

Problematic:...........................................................................................................................................3
Question of research:............................................................................................................................3
Hypothesis Statement:..........................................................................................................................4
 H1:..............................................................................................................................................4
 H2:..............................................................................................................................................4
Methodology:........................................................................................................................................4
 ZONE...........................................................................................................................................4
 Data-collection...........................................................................................................................6
 Data analysis:.............................................................................................................................6
 Tools:..........................................................................................................................................6
 Design:........................................................................................................................................7
a) Define the Target Audience...................................................................................................7
b) Identify Key Features:............................................................................................................7
c) Wireframing...........................................................................................................................7
d) Design UI/UX..........................................................................................................................7
e) Prototype Development........................................................................................................7
f) Usability Testing.....................................................................................................................7
g) Iterate and Refine..................................................................................................................7
h) Finalize Design.......................................................................................................................7
Survey................................................................................................................................................7
UX/UI design..........................................................................................................................................8
The vocabulary of UX design.................................................................................................................9
 A/B testing.............................................................................................................................9
 Accessibility............................................................................................................................9
 Card sort :...............................................................................................................................9
 End user..................................................................................................................................9
 Human-computer interaction................................................................................................9
 Information architecture.......................................................................................................9
 Mockup..................................................................................................................................9
 Persona..................................................................................................................................9
 Prototype...............................................................................................................................9
 User flow................................................................................................................................9
 Wireframe..............................................................................................................................9
UX designer tasks and responsibilities..................................................................................................10
Design thinking:...................................................................................................................................10
1. Empathy...............................................................................................................................11
2. Define...................................................................................................................................12
Techniques Used:...........................................................................................................................12
.........................................................................................................................................................12
3. IDEATION :
Techniques Used:...........................................................................................................................14
 Mind Mapping..........................................................................................................................14
 The Kj method (Affinity Diagram)..........................................................................................15
4. Prototyping: 15
o Vision Board Creation:
o Rapid Prototyping:
5. Testing: …………………………………………………………………………………………..
16
Why Design thinking?......................................................................................................................16
References...........................................................................................................................................18
 End of studies project

Problematic:
“The digitalization of agricultural advisory services offers significant
opportunities to enhance agricultural practices in Morocco, but it also
presents specific challenges. This study aims to explore these opportunities
and challenges to design an effective platform meeting the needs of
Moroccan farmers.”

Based on the problematic that we had stated, the question of research will be
like the following
The question of research will be like the following:

Question of research:
 Which digital tool do farmers need for their agricultural advisory
services in Morocco?
We can as well break this central question into sub-questions to help us
understand the context even more and achieve the goal of this study, these
questions are:
 What functionalities and features should the digital platform include to best
meet the needs and constraints of Moroccan farmers?

Now, we jump on the stage of Hypothesis statement which forms a bridge

between the two major areas of research, and is the cornerstone of all research
work. Our hypothesis will be like the following:

Hypothesis Statement:

 H1: Implementing a digital Application for agricultural advisory

services customized to the specific needs of Moroccan farmers will
lead to increased access to relevant agricultural information,
improved decision-making processes, and enhanced agricultural
productivity compared to traditional advisory methods.
  H2: The digital Application will facilitate collaboration and
knowledge-sharing among Moroccan farmers.

Methodology:
 ZONE : Fes-Meknes :

 Prefectures: Fès and Meknès

 Provinces : Taza - Taounate -Sefrou - El Hajeb -BoulemaneIfrane -
Moulay Yacoub
 Communes: 194 including 33 urbans
????
The primary agricultural sector makes the Fès-Meknès region one of the most
most productive regions in the country.
 The total useful agricultural area is 1,340,826 Ha (15% of the national
agricultural area)
 Cereals are the region's main crop (15% of national production).
  The forest area of the Fès-Meknès Region is 1,246,255 Ha (14% of the
national area).

the Fes-Meknes Region has 4,236,892 inhabitants (13% of the national

population) which makes it 4th nationally in terms of demographic weight
60.52% urban. High regional density (105.7 hab/Km² compared with 47.6
hab/Km² nationwide national level)
The agriculture-Livestock and Industry-Crafts duos form the backbone of the
regional economy, with the tourism sector promising the region's economic
future.

the choice of the Fes-Meknes region is justified by its dynamic agricultural

sector and its diversity (cereal growing, wine growing, market gardening, fruit
growing, cattle and sheep breeding, etc.).
We can also add the availability of agricultural advisory structures such as
CCAs, which will help us carry out our surveys with unrestricted access to
information. The proximity of decentralized agricultural bodies such as
DRA/DPA/ONCA/INRA/Chamber of Agriculture will also help us in our
investigation. El-Hajeb particularly.
 Data-collection: information will be gathered thanks to surveys made
with the concerned population of the region. We will be asking farmers
to have an idea about their smartphone usage and accessibility to
internet and other questions related to preferences and tendencies of
practices which will help us to know what the platform must contain.
 Data analysis:
a) Demographic analysis
b) Literacy level analysis
c) Technology usage analysis

 Tools:
a) Questionnaire
b) Interviews: structured or semi-structured interviews can be used.
 c) Literature review
d) Statistical analysis

 Design:
a) Define the Target Audience: here we should have a clear idea about
who will be using the application, which categories of farmers ?
b) Identify Key Features: thanks to the research and surveys we will
do, we can identify the core features that the application must
include.
c) Wireframing: Create wireframes or low-fidelity prototypes to
outline the layout and functionality of the app. This step helps to
visualize the user interface and the flow of navigation without
focusing on design details.
d) Design UI/UX : Consider factors such as simplicity, intuitiveness,
accessibility, and visual appeal for the user interface and user
experience.
e) Prototype Development : we will be using “thinkable to design our
interface”
f) Usability Testing: test with a small group of representative users to
gather feedback on the app's design and functionality
g) Iterate and Refine: Based on the feedback received during usability
testing, iterate on the design and make necessary refinements
h) Finalize Design
Survey :
UX/UI design
User experience (UX) plays a pivotal role in the functionality of virtually all products and
services accessible today. As a UX designer, your role revolves around contemplating the
ways in which individuals engage with these offerings. This article serves as an introduction
to the fundamental steps involved in embarking on a career as a UX designer.

The vocabulary of UX design

 A/B testing: A method for comparing two versions of a product or service to evaluate
which is more successful

 Accessibility: The concept of whether people of all abilities can use a service or
product, irrespective of their situation

 Card sort : A session where participants organize information into logical groups to
help determine the information architecture

 End user : The person who will use a finished product or service after purchase

 Human-computer interaction : Field of study examining computer technology design

and the interaction between humans and computers

 Information architecture : The structural design of information to make it more

understandable

 Mockup: A realistic visual model of what a final webpage or application will look like

 Persona : A fictional representation of an ideal customer to help you understand their

needs, goals, and behaviors

 Prototype : A sample or simulation of a final product used to test and gather feedback

 User flow : A diagram that maps out each step a user takes when using a product or
service

 Wireframe : A web page layout stripped of visual design used to priorities page
elements based on user needs
UX designer tasks and responsibilities

As a UX designer, we’re responsible for a user’s overall satisfaction with a product. We are
always looking for ways to improve the customer’s experience. Let’s take a look at some tasks
and responsibilities we’ll likely encounter throughout the design process.

1. Understand the user and the brand. Think about what problem you’re trying to solve for
the user and how this aligns with brand goals.

2. Conduct user research. Identify user needs, goals, behaviors, and pain points. Tools for user
research might include surveys, one-on-one interviews, focus groups, or A/B testing. At some
companies, a UX researcher leads this process.

3. Analyze what you’ve learned. At this stage, you’ll build user personas based on your
research to help you identify the most important product and service elements. Start to map
out what the user flow will look like.

4. Design. As you build out the design, you’ll create site maps, wireframes, or prototypes to
give you and your team a better idea of the final product. A user interface (UI) designer will
add visual or interface elements at this stage.

5. Conduct user testing. Validate the design by tracking how real users interact with the
product or service (usability testing). Identify any problems with the design and develop
solutions.

6. Present your work. Deliver the design solution to your client or company.

Design thinking:
Design Thinking is like a loop. We start by understanding the user and questioning what we
already know. Then, we look for new ways to solve problems that might not be obvious at
first. It's all about thinking creatively and trying different methods until we find the best
solution. (Rikke Friis Dam and Teo Yu Siang)

Design Thinking is all about really understanding the people who will use what we create. It
helps us put ourselves in their shoes and ask lots of questions about what they need. This
approach is super helpful for solving tricky problems that aren't clear at first. We focus on
coming up with lots of ideas and trying them out to see what works best. It's like a cycle of
brainstorming, making prototypes, and testing until we get it right.

The Design thinking approach follows 5 steps or five modes. These stages are not sequential,
so there is no specific order to follow (can often occur in parallel and repeat iteratively. So, in
 other terms, we should look at these modes as an overview that helps on elaborating an
innovative project, rather than sequential step

Fig: Copyright holder: Interaction Design Foundation. Copyright terms and license: CC BY-NCSA 3.0

1. Empathy: it involves adopting the role of an anthropologist, putting ourselves in the

shoes of users. The aim is to explore their behaviors in order to answer the following
crucial questions. This includes understanding their emotions, needs and pain points.
This process goes beyond simple observation, involving a genuine emotional
connection to fully grasp the user experience. By putting ourselves in the users' shoes,
we can not only identify their concerns, but also design solutions that respond
empathetically to their specific needs. Empathy thus becomes an essential pillar of
user-centered design, fostering products and services that take into account the
emotional and human aspects of interaction.

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 2. Define: During this phase, the strength of a heterogeneous group will help to better
define the stated problem and identify its source, using a set of techniques: the 5 whys
and the persona.
Persona is a concept that consists in creating a fictitious representation that includes
the characteristics of different interviewees. This concept simplifies and facilitates data
analysis and problem definition.

DEFINTION
Data collection

Data analysis

Define the "stated problem

And identify its source

Techniques Used:
By identifying patterns and trends in the empathy map data, we create semi-fictional profiles
(personas) that represent the typical members of your target audience. Based mainly on pain
points and needs, pain points are related to problems, while needs are related to the essential
aspects of life. Generally, Companies seek to solve pain points by satisfying customer needs.

Fig: User
story example

User story is a map containing more precise data, the aim of which is to define how a job will
bring added value to the user.

Fig: User Journey example

User Journey allows us to follow the various concerns of the user and map the user journey
in a holistic way, in order to bypass the emotions of the user during the journey and to better
adapt the service to his needs and optimize results.

3. IDEATION : Now that the problem we

intend to solve is clear, it’s time to brainstorm
ways to address those unmet needs. We
collect as many ideas as possible at the start,
so our team can investigate and test them by
the end.
The main principles of this phase are:
o Focus on quantity and
diversification
o Refine and filter ideas
o Target the most effective and
innovative solution

Techniques Used:
 Mind Mapping

Mind maps provide a structured way to capture and organize ideas and information. They help
users to understand concepts by breaking them down into their component parts. The
technique is used to develop new ideas, or to break down and better understand existing
information. Whether developing new ideas or organizing existing information, mind maps
help you see how information fits together. Mind maps provide an expansive and flexible
structure to support your thinking.
 The Kj method (Affinity Diagram)

Fig: Affinity Diagram

These ideas are then divided into categories according to theme, and classified in the affinity
diagram. The affinity diagram is a group management method used to organize a large
number of ideas, opinions or unstructured data into logical, meaningful categories. It enables
the multidisciplinary team to reach a consensus and agree on the most promising idea.

4. Prototyping: This phase represents a rapid test, as we give a provisional form to what
we aim to create through the use of a “test drive”. Then we can rely on the presence of
the user and a conversation with them to ensure that the final product will meet their
needs. There are 3 possible outcomes to this phase: either the product does not need
to be developed, or it needs to be developed in a way that does not waste time and
money.
o Vision Board Creation: Crafting a vision board serves as a visual
representation of concepts, inspirations, and desired outcomes, enabling
team members to conceptualize the final product. By compiling images,
sketches, materials, or phrases that embody the goals, functionalities, and
user experience of the prototype, the vision board becomes a communal
reference point for the team. It fosters effective communication, ensures
alignment of understanding, and stimulates inventive problem-solving.
Moreover, the act of crafting the vision board fosters deeper engagement with
the project's objectives and cultivates innovative thinking.

o Rapid Prototyping: Rapid prototyping aims to swiftly produce cost-effective,

scaled-down versions of the product or specific features for initial testing.
Utilizing paper, sticky notes, cardboard, or digital mockup tools, team
members translate their ideas into tangible or visible models. This can involve
sketching, crafting 3D models, or developing storyboards to illustrate user
interactions. This approach aids in comprehending the aesthetics and
functionality of proposed solutions, identifying potential issues, and
validating whether the prototype meets users' needs and expectations.
Explore our Take 5 template for gathering diverse ideas from the entire team.
Within just 5 minutes, participants will be sharing perspectives intentionally
using visual aids!"

5. Testing: In the final phase, the prototype takes center stage where we test all our
ideas. Testing is a cycle, and we listen to users just like we did at the start. User
testing is crucial to see how people react to our prototype and if it solves their
problem. Unlike checking how easy tasks are, we watch users interact to understand
if the experience works for them
Why Design thinking?

Innovation through design adds a new dimension to how we think about improving
products and services. Instead of just focusing on technology and markets, Design Thinking
adds value by giving things new meanings. It's about making products, services, and
relationships more understandable and meaningful to people. Designers challenge old ways
of thinking to create solutions that connect with people on different levels—like how things
look, feel, and what they mean to us.(al 2012)

Fig: Brief view of Design thinking procedure

References
KRIPPENDORF, K. On the essential contexts of artifacts or on the proposition that “design is making
sense (of things)”. Design Issues, 1989, ano 5 (vol. 2), p. 9-39.

al, Maurício Vianna et. 2012. Design Thinking: Business Innovation. MJV Press.

Brown, T. (2008). "Design Thinking." Harvard Business Review. [Disponible en ligne]

Kelley, D., & Kelley, T. (2013). "Creative Confidence: Unleashing the Creative Potential Within Us All."
Harvard Business Review Press.

Plattner, H., Meinel, C., & Leifer, L. (2011). "Design Thinking: Understand - Improve - Apply." Springer.

Lockwood, T. (2009). "Design thinking: Integrating Innovation, Customer Experience, and Brand
Value." Allworth Press.

Martin, R. L. (2009). "The Design of Business: Why Design Thinking is the Next Competitive
Advantage." Harvard Business Review Press.
AKRAM LAMHANNI