Designing for agricultural digital knowledge exchange: applying a user-centred design approach to understand the needs of users

Abstract

ABSTRACT Purpose The aim of this study was to understand the needs of European users for successful development and uptake of a digital land-based knowledge platform. Methodology The ‘discover and define’ phases of the design thinking double diamond framework were applied to inform the construction of 16 user-personas and journeys. Qualitative and quantitative data were collected from users across Europe using a multi-step approach and thematically analysed. Findings User-personas and associated user journeys present useful methods for understanding the requirements of key stakeholders in the land-based sectors to aid the development of a digital knowledge reservoir, tailored to their needs. Problem urgency plays a key role in stakeholder touchpoint decisions, with acute problems approached by direct calls or interactions with important advisors. Digital platforms are more likely to be used for chronic problems or general knowledge exchange and upskilling. The touchpoints, challenges and emotions of users are not significantly linked to geographical location but are more likely to be influenced by age, gender and existing digital knowledge. Practical implications Design thinking can be used to understand the needs of stakeholders in the land-based sectors for the development of tools, products and services as well as understanding specific knowledge requirements. Theoretical implications This study provides a theoretical framework for understanding the digital knowledge needs of different land-based users. Originality The development of user-personas and journeys is limited in the land-based sectors, and this research provides a framework for use.