Opportunity exploration inside agriculture x national ID service
How might we make the bank eco-system products and services become stronger and connected by leveraging the advantage of NDID enrollment?”
First things first, NDID authentication and verification require heavy effort from users, traditional farmers, and vulnerable low-income personas. There are huge constraints we need to balance with the benefit such as low-budget, challenging of tech legacy, shifting product thinking mindset. The focus shift to the low hanging-fruit strategy with the main question.
Beginning with breaking down the whole research into 4 pillars of knowledge that we would like to explore for a better understanding of the power of NDID, agriculture market landscape, and current situation and pain point in Thailand agriculture industry.
Over 70% of successful NDID nation has an adoption rate of citizens, which was collaboratively built between the public sector and the private sector through services like financial services, life insurance, online merchants, and government services accessibility. We assume that is the attractive use case will trigger enrollment. Even though there are a lot of citizens who have digital IDs, it does not mean the adoption rate will increase.
In fact, the state of agriculture in Thailand is growing every year. The report found an increase of young progressive farmers who wisely apply technology in the process. However, it was not exponential raising, because we stuck with the support from the government. Anyway, based on the BAAC context, challenging is way more on trust and tech-savvy.
In the case of organizational research, we are interested in a roadmap and internal problems that possibly block opportunities for growth. After conducting workshops and analyzing the data, there are many attractive products that can be used as pilot projects to increase NDID enrollment while creating more return on investment.
Based on Thailand farmer segmentation, we select the smart farmer who is the majority of active and being good customers, familiar with technology, and welcome change for better agriculture to be a priority persona.
Targeting personas group
Creating the big leap with the business opportunity growth up to 98% of customer base with only farmers.
Focusing on the majority of farmers which is called ‘smart farmers’ (S2.2) then S2.1 that has been significantly nationwide increasing who has the potential to scale the impact of provided product and service from NDID enrollment.
