150+ interviews before writing a line of the roadmap

Outcomes

• 150+user interviews across three segmentsVerified
• MVPshipped from ideationVerified

The problem

An agricultural marketplace connecting farmers, middlemen and consumers. The three segments have conflicting incentives, and low digital literacy on one side. There was no reliable prior data on how any of them actually transact.

What I did

• Conducted 150+ user interviews across all three segments before committing to a roadmap.
• Managed the product roadmap from ideation through MVP launch, coordinating research, operations and creative teams.
• Prioritised the backlog against interview findings.
• Owned the CI/CD pipelines and release management as both product manager and lead developer.

Constraints

• Three-sided marketplace, so every feature has to work for segments with opposed interests
• Low digital literacy among farmer users
• Startup budget and timeline

Stack & tools

• React
• Node.js
• CI/CD
• Jira