Aadavi
I led the digital transformation of Adavi, a cooperative enterprise owned by the Soliga indigenous community in India's B.R. Tiger Reserve. When COVID-19 disrupted their tourist-dependent business model, I developed and implemented a comprehensive strategy to transition from local retail to direct-to-consumer e-commerce. The project encompassed creating new processing infrastructure, securing food safety certifications, and developing a brand identity that authentically represented the community's values while appealing to urban consumers.
My contribution
Web design
User research
The team
2 Researchers
3 Designer
1 Architect
Infrastructure Development
Facing the challenge of a disappearing tourist customer base, I participated in negotiations with government authorities to secure land for a new processing facility. By analyzing operational requirements and certification standards, I worked on the design of a facility that met food safety regulations while maintaining the community's traditional processing methods. This infrastructure upgrade enabled Adavi to scale production and meet e-commerce demand while preserving product authenticity.
Building a Brand
I worked with designers to develop a brand identity system centered around the culturally significant Champaca flower, creating a visual language that bridges indigenous heritage with contemporary design. The minimalist approach, featuring hand-drawn illustrations and a refined color palette, helped position Adavi's products in the premium market segment. This strategic repositioning supported higher margins necessary for sustainable community development.
Product Experience Redesign
Low student survey completion rates signaled a critical UX challenge. I led an in-classroom research across multiple schools that revealed students found the check-in process clinical and disconnected. I led the redesign of the experience to introduce more engaging interactions and clearer progress indicators, while preserving the platform's clinical validity. This resulted in a significant increase in regular student check-ins and more accurate early warning detection.
Going Online
Transitioning to the internet and Direct-to-Consumer was the optimal strategy to support this underrepresented group. The webpage's layout magnifies the story of the produce, all the while maintaining workability for the countryside team managing it. This effort has supplied a consistent revenue stream for the community, bolstering their conservation efforts through trade.
