CS-01 · Payments · AgriTech
Mastercard Community Pass
Mastercard Farm Pass Open Loop was envisioned as a digital payment solution for smallholder farmers, connecting them to formal financial systems. I directed the UX strategy, championed research driven decisions, and made sure the product stayed usable in challenging environments. The ambition was an equitable, scalable platform that empowered people who often lack easy access to digital banking.
The challenge
- Many smallholder farmers in remote regions struggle with inconsistent network coverage, limited financial literacy, and historically cash based cultures that are slow to adopt new technology.
- The platform had to feel trustworthy, intuitive and low friction to this user base, with security a key concern for farmers adopting digital payments for the first time.
Research & discovery
- Built an end to end service blueprint identifying key touchpoints, dependencies and operational processes across farmers, supplier agents, suppliers and buyers, and Mastercard programme owners.
- Visualised multi user workflows to uncover bottlenecks in registration and transaction verification, opportunities to streamline financial flows, and failure points where users needed offline support.
Service design and journey mapping
A deep dive into service design that bridged the frontstage user facing experience and the backstage operations, so interactions stayed frictionless across every stakeholder.
- 25% Faster registration: Structured onboarding steps reduced friction for first time users.
- +30% Transaction completion: Adding offline status tracking made farmers more likely to complete transactions.
- 40% Faster approvals: Reducing redundant verification steps sped up supplier agent approvals.
Iterative, user focused design
A test led process from low fidelity wireframes with farmers who had limited tech familiarity, through mid fidelity prototypes measuring task completion, to high fidelity designs on Mastercard brand foundations.
- Low fidelity: rough click through prototypes tested with representative users, revealing confusion around certain icons.
- Mid fidelity: refined layouts with real copy, measuring completion rates for account setup and first transaction.
- High fidelity: Mastercard brand aligned UI with offline transaction indicators for when network coverage drops mid transaction.
AgriWallet, onboarding farmers to Community Pass
Working with the sales team I visualised how Mastercard Community Pass integrates with existing agricultural finance. AgriWallet helps co-op agents onboard new and existing farmers, moving them from cash to digital through a simple, guided registration flow.
AgriSmart, Community Pass commerce
AgriSmart shows how merchants receive payments from farmers, updating transactions directly onto their Community Pass card, and simplifies registration, onboarding and everyday transactions.
Outcomes
- 25% Faster registration
- +30% Transaction completion
- 40% Faster approvals
Structured onboarding and a redesigned offer and order workflow reduced friction and errors across registration, transactions and collection logistics.