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Exploring South Sulawesi’s agricultural ecosystem to develop better engagement strategies for Sahabat Jiva.

Helping Jiva to build insights and identify opportunities that will lead to a more engaged and effective Sahabat Jiva’s.

Jiva is an agritech company that aims to empower smallholder farmers by digitizing the supply chain processes. Jiva also operates a hybrid model that maintains face-to-face interactions by hiring local entrepreneurs as partners to bridge technology gaps and build trust with farmers; these partners are called “Sahabat Jiva’s”.
Sahabat Jiva’s are essentially Jiva’s backbone in building their business on the ground, therefore it’s imperative to understand Sahabat Jiva’s better; who they are, how they conduct their day, what they like.
The Challenge:
Uncovering unknown barriers in Sahabat Jiva’s daily conduct, their mental model, as well as their relationship with the current ecosystem which will lead to a more engaged and effective Sahabat Jiva’s.
Design Research
Service Design
Vilia Ingriany
Ivana Cerelia
Deborah Hunara
Nurul Ibrahim
Elaine Regina
Kinan Kawuryan
Al Adi Fitrah

The approach

We used a combination of different qualitative methods such as In-depth interviews to contextual inquiry, with a thorough approach in literature review and analogous research. Followed by co-design workshops that led to the creation of a conceptualized playbook consisting of actionable recommendations for Sahabat Jiva’s.
Research stages

1. Stakeholder Discovery & Alignment
Completed downloading of background context, perspectives from key stakeholders about Jiva and Sahabat Jiva’s role in the system.

2. Primary Research: In-Depth Interviews & Ecosystem Map
Prepared criteria and planning the logistics for remote in-depth interviews in 3 South Sulawesi’s regions: Bantaeng, Bone and Jeneponto. Talking to a total of 22 Sahabat Jiva’s, Farmers, Farmer’s Group Heads, Activation Coordinators and Jiva Leads. We also shadowed and observed their activities in training, procurement and visiting the corn fields.

3. Secondary Research: Literature Review
In order to understand a better context of agricultural practice in Indonesia, especially in Sulawesi, we conducted an extensive desk research from academia journal to literature review. This has led us to understand the history of middleman, village operations and agriculture issues in Indonesia.

4. Analogous Research: Inspirations On Systems & Models
We tried to examine similar business models that resemble the reward model in local nuances. From MLM practitioners, international management models, to local tech farming models. Findings from these conversations have led insights into engagement models that are resonating more into local preferences.

Design phases

1. Stakeholder Co-Design Workshops
Completed a 4 day session with stakeholders to design the solution and priorities together.

2. Formulate Learnings & Opportunities
Consolidated all key insights and learnings into 4 big opportunity areas and journey maps.

3. Brainstorm Concepts & Solutions
Consolidated all key insights and learnings into big concepts, solutions and service maps.

The outcome

We produced several design artefacts to inform system maps and scenarios, manifested from our research process. This has opened up a new pathway of understanding a better Sahabat Jiva for all stakeholders. Not only it becomes a guide to understand Sahabat Jiva's activities and background stories, but also unfolds new actionable opportunities for Jiva as a whole organization.

1. Weekly Insights, Stories and Trends
During the discovery and research stage we consolidate our findings and turn them into digestible insights that we provide each week. These documents are critical to ensuring alignment between key stakeholders and our findings.

2. Sahabat Jiva’s and Farmer Archetypes
We synthesised our research activities and discovered 6 Sahabat Jiva’s archetypes and 1 farmer archetype.

3. Sahabat Jiva’s and Farmer Journey Maps
Based on the archetypes, each map illustrates common challenges at each stage of their journey while working in Jiva. Each stage provides illustrations to critical moments as opportunities to solve through identified channels, roles and actions.

4. Service Blueprints
The service blueprint aims to outline and explain the key phases and assigned roles and touchpoints that are required in order for the new concept to be implemented. The service consists of 5 phases of recruitment & screening, training & assessment, probation period, scaling up or down for Sahabat Jiva’s.

5. Sahabat Jiva’s Playbook
To make sense of all insights, findings and actionables, we developed a Playbook which consolidated the actionable design strategy that documents various aspects to make up a great and effective experience for Sahabat Jiva’s and their collaborators.

The impact

We touched base with the Jiva team a few months post project and have learned the ongoing impact our work has brought for the MC engagement initiatives.

The archetypes have helped the Jiva team to recognize where their MCs are at, and what their growth plan would look like. We’ve also learned that internal stakeholders are a lot more aligned in terms of the future of MCs within the ecosystem.

Some of the insights and long hanging actionable recommendations from our playbook have been put into practice and are currently being piloted in Makassar. We’re incredibly pleased with our collaboration with Jiva, and can’t wait for our continued collaboration!

Say hi to our client
“SixtyTwo joined us as a research partner early on in our journey at Jiva. Their work has been helping us define a service rooted in the realities of the people in rural communities in Indonesia. A service that people can connect with and trust.
The team has not only uncovered pivotal insights from the research, but they’ve brought the entire Jiva team on a journey of co-creation. We’ve been able to tap into the best minds to build solutions that will be vital in setting direction for the products & services we are building.
I see us collaborating with SixtyTwo on many more critical initiatives in the coming years!”
Nav Pawera - Head of Design Jiva

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