Root cause
The MVP has strong listing depth, but buyer decision support is still mostly listing-card based.
Business Analysis Sample
Buyer-Farmer Funnel Analysis
A sample analysis artefact for identifying marketplace friction from crop discovery to buyer enquiry.
Funnel map
| Step | User action | Risk | Improvement |
|---|---|---|---|
| 1. Discover | Buyer lands on Browse marketplace | Too many filters can overwhelm first-time users | Add quick category shortcuts for Fruits, Grains, Vegetables, Spices |
| 2. Compare | Buyer compares price, grade, location, quantity | Logistics and freshness details may be missing | Add dispatch window, harvest date, pickup option |
| 3. Trust | Buyer checks verified, organic, views, farmer name | Trust tags are visible but not explained | Show verification tooltip and farmer profile score |
| 4. Enquire | Buyer clicks Add or Open | Lead quality may be weak without order intent | Ask quantity, delivery city, and expected purchase date |
Impact
Buyers may browse without converting if crop freshness, transport, and seller verification are unclear.
Recommendation
Prioritize listing detail pages, buyer enquiry forms, and farmer trust profiles before adding more admin complexity.
Experiment backlog
| Experiment | Hypothesis | Metric | Priority |
|---|---|---|---|
| Quick category chips | Buyers reach relevant listings faster | Filter usage rate | High |
| Verified farmer profile | Trust context increases listing opens | Open rate by verified tag | High |
| Structured enquiry form | Farmers receive higher quality buyer leads | Qualified enquiry rate | Medium |