From Pixels to Ploughs: A UX Designer’s Journey into Sustainable Agriculture
Introduction
In December 2022, I made a radical decision — to take a year-long sabbatical from the corporate world and venture into the realm of sustainable agriculture.
This case study delves into my motivations, challenges, and transformative experiences when I traded screens for soil, setting up an organic farm in the challenging landscape of Kutch, Gujarat.
Why did I do it?
My decision to shift gears from the tech-centric world of UX design to the earthy pursuits of farming was fueled by a combination of factors.
- Retirement planning, land development, and the desire for a vacation home were my primary drivers
- Additionally, advancements in agricultural automation and infrastructure in India provided an opportune moment for innovation
- Climate change concerns, a growing interest in sustainable agriculture, and the global shift towards food security also played a role in my decision-making process
Coming to the urgent need for land development, here’s a quote from a Quora commenter which illustrates this common challenge throughout India:
I can speak only for Tamil Nadu, where the concept of absentee land owners is becoming rare. Once a agricultural land owner lets out his land to a tenant, the tenant over a period of time gets more rights than that of the land owner. With his rights over the land the tenant can force the owner to sell the land at the price he asks for which would be very less when compared to the rate at which transactions take place when the land is completely owned by the land owner. If the owner refuses to sell, tenant can make an appeal to the Tahsildar to alienate the land in his name upon which the officer can decide on the application based on the entries in the relevant registers and the response requested from the land owner. If instead of letting out, land owner decides to leave the land fallow then there are threats from land sharks who would use the above process to gobble up the land and sell it later.
If a person has a job in the city which pays around 2 million rupees per year and has 2 acres of agricultural land in his village, more than the job it is the agricultural land which is valuable. So while he/she earns in the chosen job during their prime, once their parents become old and cannot take care of the farm, they get back to the farming profession just to keep the land in their names. For them the loss of 2 million rupee job is not a matter of concern but if they lose the land it is very difficult to buy the same piece of land with their 2 million rupee income in hand.
That is why some of these people go back to their family farms so as to keep the property in their names and they live using the savings earned during the job and subsist using farm produce.
As a kid I had the dream of owning a farm and planting and growing fruit trees and keeping pet cows, goats and dogs.
When did this project take place?
On a recent trip to our native village, my father invited me to come visit our ancestral farmland in the arid landscape of Kutch, Gujarat.
“Why can’t I build a business here and commune with nature for while, close to the soil, steeped in tradition and culture?”
My parents were silently nervous, local villagers and farmers started sharing their own insights as we set up the business.
I made a lot of rookie mistakes. I had to learn a lot from the beginning and there was very little guidance on how to make it sustainable as well as access to tools and techniques to make it profitable.
The journey unfolded from December 2022 to December 2023, marking a transformative year that would reshape not only the landscape of a farm in Kutch but also the perspective of an unsuspecting designer.
The How
Applying Design Principles to Farming
I approached farming with a designer’s mindset, applying principles typically used in user experience design to the cultivation of the land. The process involved rigorous research, fact-finding missions, expert interviews, and research workshops to understand the nuances of farming in one of the most challenging environments in the country.
Research
In this phase, I conducts extensive research, delving into the unique challenges of farming in the desert landscape of Kutch, Gujarat
I completed a two-month course and research on farming before embarking on organic farming on approximately 7 acres of land near the highway in Mandvi, Gujarat.
During this period, I acquired new farming techniques through online resources and also familiarized myself with the local language to effectively communicate with fellow villagers.
What’s unfolding in my surroundings? This encompasses the exploration of new technologies and farming methodologies. Regarding my local area, I delve into aspects such as soil composition, climate conditions, crop varieties, yields, seed options, market values of crops, and financial analyses, striving to amass a comprehensive dataset.
Expert interviews and research workshops help in understanding the complexities of sustainable agriculture in one of the most challenging environments in the country.
What sort of farming I want to do? Traditional or disruptive?
There are several disruptive and innovative farming practices that aim to improve efficiency, sustainability, and productivity in agriculture. Here are some examples:
Precision Farming: Utilizes technology such as GPS, sensors, and data analytics to optimize field-level management with regard to crop farming.
Vertical Farming: Involves cultivating crops in vertically stacked layers or inclined surfaces, often indoors or in controlled environments, maximizing space and resource efficiency.
Hydroponics: A method of growing plants without soil, using nutrient-rich water solutions. This allows for precise control over nutrient levels, resulting in faster growth and higher yields.
Aquaponics: Integrates aquaculture (raising fish) and hydroponics. Fish waste provides nutrients for the plants, and the plants help filter and purify the water for the fish.
Aeroponics: Suspends plants in air and mists the roots with a nutrient-rich solution. This method can significantly reduce water usage compared to traditional soil-based farming.
Agroforestry: Integrates trees and shrubs into agricultural land to create a more sustainable and biodiverse farming system. This practice helps improve soil health, water conservation, and overall ecosystem resilience.
No-Till Farming: Avoids plowing the soil and instead relies on minimal disturbance. This helps retain soil structure, reduces erosion, and improves water retention.
Regenerative Agriculture: Focuses on restoring and improving soil health by emphasizing practices such as cover cropping, crop rotation, and reduced chemical inputs.
Biodynamic Farming: An organic farming approach that incorporates spiritual and mystical principles. It emphasizes the use of compost, cover cropping, and lunar cycles to enhance soil fertility.
Robotics and Automation: Implements autonomous machinery, drones, and robots to perform tasks such as planting, harvesting, and monitoring crops. This can lead to increased efficiency and reduced labor costs.
Smart Farming: Integrates technology, including sensors, IoT devices, and data analytics, to monitor and control various aspects of farming, such as irrigation, fertilization, and pest control.
Define
The findings from the research phase lead to the definition of key design principles — sustainability, contributive practices, holistic thinking, and automation. The designer establishes a clear vision for the farm as a sustainable, automated, and contributive ecosystem.
Design Principles
- Sustainable
- Contributive
- Holistic / Permaculture / systems thinking
- Automated / Management-independent
The core principles guiding the farm’s development were sustainability, contributive practices, holistic thinking (inspired by permaculture and systems thinking), and a focus on automation for management independence. The designer in me drew inspiration from the successful Israeli model of agriculture, incorporating innovative design ideation and refinement processes.
Deciding what to grow
In this phase, I applied creative thinking to decide on the crops and practices that align with sustainability and automation. The design choices are influenced by the unique characteristics of the Kutch landscape.
I came to the realization that there was potential to explore an untapped market through innovation, introducing products like Israeli silver dates, mushrooms, exotic fruits and vegetables such as dragonfruit, herbs, or other niche crops like moringa.
Orchards and food forests
A permaculture food forest is an approach to food cultivation that emphasizes the establishment of a foundation of perennial edibles for sustainable and low-maintenance yields over time.
What are the various categories of forest foods? In general, forest plant foods can be classified into leaves, seeds and nuts, fruits, tubers and roots, fungi, gum, and sap.
The Israel model
Duing the research phase, I found out about people starting to use Israel methodology to grow mango orchards as Israel has similar weather and environmental challenges as Kucth.
In addition, the Ultra-high Density Planting (UHDP) apprach gives a much higher yield per acre than any other approach, while also using significantly less water.
Goal setting
I aimed to plan my farming operations for mext 2–3 seasons and try to project my figures from that. I realised it was not possible to project exact figures but I tried to create an estimation, rationalising it would serve me better than shooting arrows in dark.
With the data I just collected, I start setting your goals and KPI.
For example, how much do I want to earn to make the effort worthwhile? How much yield do I want to have? What do I wanna achieve via farming? Can my farming ambition sustain alongside my day job?
First crop of mangoes in 2 years
Full yield in 3–4 years.
Design ideation
Automation and Management-Independence:
Ideation shifted towards the integration of automation for management independence. The designer explores innovative solutions for automated processes, enhancing efficiency and reducing dependency on manual labor.
High-Tech vs Low-Tech Farming: Navigating Tradeoffs and Constraints
As I embarked on the journey of setting up a sustainable, organic farm in Kutch, Gujarat, a critical decision point emerged: the choice between high-tech and low-tech farming approaches. This section explores the considerations, tradeoffs, and constraints associated with each approach, shedding light on anuanced decision-making process.
High-Tech Farming:
Advantages:
- Precision Farming: High-tech solutions offer precision in various aspects, from automated irrigation systems to data-driven crop management. Sensors and monitoring devices optimize resource usage, leading to increased efficiency.
- Automation: High-tech farming allows for a significant degree of automation, reducing the dependency on manual labor. This aligns with the designer’s goal of creating a management-independent farm.
- Data-Driven Decision Making: The integration of technology enables real-time data collection and analysis. This data-driven approach facilitates informed decision-making, contributing to sustainable practices.
Constraints and Tradeoffs:
- Initial Investment: High-tech solutions often come with a substantial upfront cost. The designer had to weigh the financial investment against the long-term benefits, considering factors such as ROI and sustainability.
- Dependency on Technology: Relying heavily on technology poses risks, especially in an environment prone to power outages or technical malfunctions. The designer needed contingency plans to mitigate potential disruptions.
Low-Tech Farming:
Advantages:
- Cost-Effectiveness: Low-tech farming solutions are often more affordable, making them accessible for small-scale farmers. This aligns with the designer’s goal of creating a sustainable and inclusive model.
- Low Environmental Impact: Embracing simplicity in farming practices can lead to a lower environmental footprint. This resonates with the overarching principles of sustainability and holistic thinking.
- Community Involvement: Low-tech farming often involves more hands-on, community-oriented practices. This aligns with the designer’s vision of creating a contributive and community-engaged farming ecosystem.
Constraints and Tradeoffs:
- Labor-Intensive: Low-tech farming can be labor-intensive, requiring more manual effort for tasks such as irrigation and crop management. This poses challenges, especially in an industry with finite opportunities for automation.
- Less Precision: The simplicity of low-tech solutions may result in less precision in resource utilization. This could potentially impact overall efficiency and yield.
- Limited Scalability: Low-tech farming may face limitations in scalability, posing challenges for future expansion. The designer had to consider the long-term viability of the chosen approach.
Ultimately, the decision was guided by a hybrid approach that leveraged technology where appropriate while respecting the simplicity and inclusiveness of low-tech solutions.
I opted for a simple two-stage approach: The outer area and the inner area
On boundary area
I planted Moringa trees on the outside boundary area to protect the inner orchard from the harsh winds that scour the region for much of the year.
These are hardy plants that don’t require much maintainence or pruning.
We planted a total of 400–500 morimga saplings, which have now grown to full-size. Production every three months is currently 500kg.
By the end of 2024, maximum yield every three months should come to around 1 ton, if managed effectively.
In addition, the boundary area also has a few plants of bitter and sweet neem, almonds and some hardy fruit trees.
The Inner Fruit Orchard
The orchard boasts a variety of mangoes, including Local seasonal trees and Grafted varieties such as Kesar mangoes and Alphonso
- Rows are meticulously planned with a 20-foot gap to allow ample sunlight and air circulation. Each tree is placed with a 5-foot distance between them, optimizing growth conditions.
- The orchard is home to a thriving community of 6000 mango saplings, sourced locally from Bhuj.
- Grafting Innovation: The orchard employs grafting techniques to enhance the quality and variety of mangoes
- Pruning Practices: The tops of the trees are expertly pruned to create shorter trees, maximizing output per tree
Water Management — Drip Irrigation System:
- To ensure efficient water distribution and conservation, a state-of-the-art drip irrigation system has been implemented
- This technology allows for precise control over water delivery, promoting optimal growth and minimizing water wastage
This highlights the thoughtful considerations and strategic decision-making involved in creating a sustainable farm. You need to balance innovation with practicality in pursuit of a holistic and contributive farming model.
Implementation
The implementation phase involved monitoring, continuous refinement, and the incorporation of automation for efficient farm management. Water management, including the creation of water bodies, became a crucial aspect of sustainable farming in the arid landscape.
I invested around Rs 5–6 lakh to reclaim my barren land, which had remained uncultivated for over a decade. Despite the substantial cost, my deep love for mangoes motivated me to abandon other pursuits and initiate mango cultivation.
On my seven-acre farmland, I planted 6000 mango saplings, procuring them locally from Bhuj. Despite the significant initial capital expenditure, I was steadfast in my commitment to cultivating this crop. Additionally, I provided employment opportunities to approximately 15 individuals from the village.
One of the major challenges in farming is pest infestation. To address this issue, we opted for a strategy of multi-cropping and inter-cropping.
Mixed cropping is a cropping method in which two or even more crops are planted and cultivated simultaneously on the same land. On the other hand, intercropping is a kind of crop cultivation in which 2 distinct types of products are grown and farmed in a specific pattern within the same plot of land.
In addition to mangoes, I grow groundnuts, turmeric, silver dates, pepper, squash, tomatoes, papaya, apple ber and almonds. I also grow basil and lemongrass to repel pests.
Monitoring
Continuous monitoring becomes a crucial part of the prototype phase. Multiple people observe the farm’s current status, we assess the effectiveness of automation, and gather feedback from the community through farm tours with experts.
Current Status
- Total Land Area: 7 acres
- Crop Diversity: Over 20 varieties/crops planted
- Sustainability Practices: a. Irrigation: drip irrigation system in place b. Soil Management: Multicropping, intercropping techniques employed c. Pest Control: companion planting methods utilized (neem, lemongrass)
- Crop Yield: a. Current Harvest: 300 kg moringa yield per quarter
- Biodiversity: a. Plant Diversity: __________ types of plants contributing to biodiversity b. Wildlife Impact: Positive observed impact on local wildlife
- Community Engagement: Employment Opportunities: 15+ individuals employed from the local community
- Infrastructure and Technology: b. Renewable Energy: Solar panels sources used on the farm
- Financial Viability: a. Income Generation: __________ revenue generated annually b. Investments: 8L made in infrastructure, equipment, or technology
Future Goals
The test phase involves setting and evaluating future goals. Here I outline aspirations for the farm, including further automation, expanding water-management practices, and fostering community engagement through workshops and lectures.
- Automation
- Water-management, creating water bodies, rainwater harvesting
- Farm tours
- Workshops & lectures
In the future, the farm will open its doors for tours, workshops, and lectures, becoming a hub for learning and sharing knowledge.
Learnings
Giving careful attention to the closing process is as crucial as the preceding steps. It involves reflecting on your mistakes, addressing challenges encountered, innovating improved solutions, extracting key insights, and considering your overall experience with the project. Gathering feedback on your performance from workers, fellow farmers, and family etc is essential for evaluating your execution skills and identifying areas for improvement.
Farming isn’t a profession that allows for casual entry and exit due to significant entry barriers, limited available land, required capital, and the importance of networking.
To navigate this landscape successfully, it’s imperative to establish a supportive network of fellow farmers who can offer guidance and valuable advice.
What Went Right
The case study showcases numerous achievements in my agricultural endeavor. Applying design principles to farming has yielded a sustainable and beneficial model.
The present condition of the farm underscores the successful integration of automation and effective water management practices. Additionally, the incorporation of farm tours and workshops has been instrumental in enhancing community engagement and knowledge-sharing.
Over the last year, I have not only secured the trust and support of my family but also earned the trust and backing of community members.
What Went Wrong
Cyclone Biporjoy of June 2023!
Heavy rainfall and waterlogging in July 2023
Market Challenges
Price Volatility: Fluctuations in mango prices, influenced by factors such as weather conditions, production volumes, and market demand, can pose challenges for farmers in predicting and managing their income.
Quality Standards and Certification: Meeting quality standards and obtaining certifications for organic or export-quality mangoes can be challenging for some farmers. Compliance with these standards is crucial for accessing premium markets and ensuring a fair price for their produce.
Post-Harvest Losses: Inadequate infrastructure for storage and transportation can result in post-harvest losses, affecting the quality and market value of mangoes. Efficient cold storage facilities and transportation networks are essential for preserving the freshness of the produce.
Infrastructure Bottlenecks: Inadequate infrastructure, such as poor road connectivity and limited storage facilities, can impede the efficient movement of mangoes from farms to markets, contributing to delays and losses.
Did it improve my design skills? You bet!
The unconventional journey had a profound impact on my professional skills.
- Holistic design thinking: The experience fostered holistic design thinking, expanding beyond the confines of screens and UIs
- The Next Billion Users: I gained insights into the mental models, challenges, and aspirations of the next billion users by stepping outside the metropolitan bubble
- More confidence in my skills: This newfound understanding enhanced inclusiveness in future designs, instilling more confidence in people management, problem-solving, and coping with real-world consequences
Is this for everyone? No!
Pros of the farming venture included:
- a deepened connection to the land, quality time spent with family, and the satisfaction of solving real-world problems.
- The experience toughened me, providing a humbling perspective on the labour-intensive nature of food production.
However, I acknowledge challenges such as unyielding work, the risk of burnout, and limited scalability due to labour intensiveness are major cons when venturing into a project such as this.
Most farmers work a lot longer than 9–5. The farmers workday looks more like 5–5.
Riding the lightning
Working full-time and studying or working another side gig at nights is really challenging. You will certainly ride close to the edge of real burnout and I had to apply every trick in the book to ensure I was productive as well as healthy.
The Tripod of Stability and taking intelligent risks
Is this approach suitable for you? As with many decisions in real life, it’s not a matter of choosing one option over the other. The general answer when faced with choices is often to do both.
Allow me to introduce the idea of the “tripod of stability,” underscoring the importance of maintaining stability in crucial aspects of life. By establishing stability in areas like home, relationships, and significant decisions, we cultivate the confidence to take calculated risks in other facets of life, such as career or business ventures.
The tripod of stability emphasizes the notion that getting these three critical aspects right provides a foundation for being more daring in other areas. Consider this example: I adopt a conservative approach to where I live, selecting an excellent place and staying there for an extended period. Similarly, I choose a reliable car and keep it for an extended duration. This conservative mindset extends to various aspects, including relationships.
Being conservative in these foundational areas allows for boldness and risk-taking in others, such as my business. Engaging in unconventional experiments becomes feasible, knowing that I have this stable tripod to lean back on. This principle holds true for job decisions, salary negotiations, and numerous other aspects of life.
While risks can be rewarding, they can also be intimidating, making it challenging to step out of one’s comfort zone. However, maintaining stability in a few key areas significantly facilitates taking risks in other aspects of life. Author Ramit Sethi refers to this concept as the “tripod of stability,” highlighting the idea that securing stability in three vital areas provides the confidence to venture into occasional risks. As he puts it, “nailing the big things means that you can play around and take risks in other areas.” Applying this principle to our own lives involves maintaining stability in significant aspects, such as home, car, and relationships, thereby enabling growth through calculated risks in areas like fitness, business experimentation, or travel to new places.
Keeping Skills Current
Skills atrophy is a real issue, and something future hiring managers will care about. I anticipated this challenge and preempted it.
I anticipated the risk of skill atrophy during the sabbatical and took proactive measures to keep my skills current. This included nights spent studying and engaging in design consulting to stay connected to the industry.
During this time I gained multiple certifications from the Interaction Design Foundation.
Conclusion
I want to conclude with a reflection on the profound contentment and satisfaction derived from the farming experience. I have the belief that everyone should try their hand at farming at least once in their life, highlighting the potential for personal growth and the positive impact on the world. The journey from pixels to ploughs serves as a testament to the transformative power of intelligent risks and the integration of diverse experiences.
The aspect I appreciate most about living on a farm is the absence of urban nuisances. No car horns, sirens, booming speakers, exhaust fumes, or the constant flow of traffic. Additionally, the subdued evening lights in rural areas create a soothing darkness that is truly enjoyable. I find solace in the quietude of the night, appreciating the genuine darkness when it prevails. As someone else pointed out, the stars shine brilliantly, particularly on the farm, where you have a good chance of witnessing their full glory, barring a full moon or overcast skies.
This lifestyle provides me with a profound sense of fulfillment because:
- Each morning, I wake up to inhale fresh air and bask in the sunlight.
- Working in the field, getting dirty, and establishing a connection with the soil is a deeply satisfying experience.
- Spending ample time with animals and tending to their needs contributes to a sense of purpose and connection.
- I derive a sense of accomplishment from cultivating pure and organic food, ultimately placing it on the tables of my customers.
The most profound contentment and my most restful periods of sleep occurred when I lived and worked on a farm. Engaging in honest labor, surrounded by genuine people, family, friends, a close-knit community, the beauty of nature, wholesome food, daily achievements, and a nurturing lifestyle made those experiences exceptional. I believe everyone should have the opportunity to try farming at least once in their life. I am confident that it would contribute to making the world a better place.
However, transitioning to village life and pursuing farming as a livelihood is an entirely different tale. Farming entails strenuous labor with returns that are highly unpredictable. This reality hit home when a storm last month destroyed a significant portion of my garden, resulting in the loss of months of hard work and damage to over 50% of the plants.
Observing fields wither in scorching dry weather, witnessing the ground overrun by weeds, and seeing insects devouring sweet fruit are experiences we’d rather avoid. Yet, they represent nature in action. Accepting even the less glorified and less glamorous aspects is essential.
I am optimistic that individuals who can blend modern tools and practices with traditional wisdom will eventually find success in agriculture. They may face financial setbacks in the initial years as they experiment and learn from their mistakes.
Who am I?
Hi there,
I’m Yash Chheda
I’m a Senior UX Designer based out of Bengaluru, India who can help you improve user experiences by making your products accessible and intuitive.
If you are an Enterprise or SaaS organization dealing with challenging & complex problems at the intersection of users, business & tech, please connect with me to see how I might be able to help.
When not dissecting users, I enjoy hiking, reading, meditating & travelling.
