Content about client's products, knowledge regarding planting, harvesting, fertilizer, and managing a farm is housed and the expectation was the farmers would utilize the content.
Goals
An increase in content usage by targeted users
Understand & prioritize the targeted user's trusted sources of information for business and growing.
Understand how the user utilized trusted content
Stakeholder Goals Interview
Partnered with stakeholders to interview farmers that match the agency's targeted farmer. Together we developed a plan to interview the targeted customers and have them tell and show us their :
Trusted information networks
How and when they accessed their trust networks
How they use trusted information to get their work completed (goals)
Review the clients content with farmers
User test the sites
Solution
Although the content being provided was very useful to the farmers when it was reviewed with them in person, we learned that when they need specific content the site did not always seem to have that content available or they had to search for it.
Providing each targeted farmer personalized content that matches their typical daily, weekly, and seasonal needs.
Promote that content with trusted sources of information and ask the authors or institutions of the trusted content to partner in creating new content for the targeted farmers.
Enable the content to be accessed on multiple trusted platforms as well as the original content site.
It's about people.
Content information architecture and the delivery model were adapted to match the personalized seasonal cycles of the farmer's business and growing needs. Additionally, trust sources of content were integrated into the client's content and recruited to create new content.