Reducing an Enrollment Flow from 10+ Minutes to just 2 Min : Relief for myAgro Sales Agents
MyAgro helps smallholder farmers save little by little toward the purchase of seeds, fertilizer, and tools. For sales agents in the field, enrolling farmers is the first and most important step — but the process was painfully slow and confusing, taking 10+ minutes through 3 overcrowded screens.
The flow was redesigned to be faster, clearer, and more supportive of agents with low literacy. Now? 2 minutes. One action per screen. Clear guidance all the way through.
Where Sales Agents Struggled.
Through surveys and interviews with Village Entrepreneurs (VEs), we discovered:
3 dense screens crammed with small input fields. Unnecessary input fields — agents were forced to capture details that weren’t crucial to enrollment, adding time and frustration. Two payment methods (scratchcard + mobile money) requiring different flows
The result: frustration, dropout, low adoption.
“It’s faster for me to use my paper notebook than the mobile app’s flow.”
— Sales Agent, Field Research
Benchmarking with Learning Apps
Instead of looking only at sales apps, I studied learning apps as benchmarks. Many education platforms use step-by-step progressions that guide low-literacy users through tasks. This inspired me to rethink enrollment as a “guided lesson” rather than a traditional sales form.
Tapping into Gamification
Gamification principles were applied to make the flow more intuitive and motivating: Progress indicators gave agents a sense of completion and momentum. Color coding differentiated flows and built quick recognition. One-action-per-screen echoed game-level design, where each step feels achievable.
Applying UX principles
From these explorations, the following principles were prioritized:
Progressive disclosure – only show what’s needed at each step.
One clear action per screen – reduce cognitive load.
Consistency – apply the same patterns across enrollment, packages, and payments.
Accessibility – support low literacy with visuals, color, and clear icons. The result was a research-backed, principle-driven redesign that felt familiar and achievable to agents while dramatically reducing flow time.
One Action. One Screen
As part of the design process for the new Instead of juggling multiple small inputs per screen, the flow was broken into single, focused steps.
Guided by Progress.
A progress bar was added at the top, showing total steps and the user’s current position. Agents always knew exactly where they were.
Clear Flow Differentiation
Color-coded screens instantly signaled what type of flow the agent was completing:
Registration only
Registration + Packages + Payment
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Designed by marketers, for marketers. Untitled gives you the guidance, data and innovation you need to become a better marketer.
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Before vs After
Before:
3 crowded screens No guidance Repetitive, error-prone inputs
After:
Registration only (no packages, no payment): 4 streamlined screens
Registration + packages + mobile money payment: 6 clear steps
That's it!
By breaking tasks into simpler, single-action steps, the flow became faster and clearer — reducing enrollment from over 10 minutes to just 2, even with more screens.
This case study zoomed in on the flow redesign. The story of how we designed the visual elements — like package size selectors and telephone number inputs — will be told in a future case study.
#1 paid ads tracking app for marketers
Designed by marketers, for marketers. Untitled gives you the guidance, data and innovation you need to become a better marketer.
#1 paid ads tracking app for marketers
Designed by marketers, for marketers. Untitled gives you the guidance, data and innovation you need to become a better marketer.
#1 paid ads tracking app for marketers
Designed by marketers, for marketers. Untitled gives you the guidance, data and innovation you need to become a better marketer.
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