ISLAMABAD: The Pakistan Digital Authority’s (PDA) Citizen Experience (CX) team has conducted field research in Bhera, Sargodha district, to examine use cases identified for the agriculture sector and test digital services with farmers.
According to details, the exercise was aimed at working directly with farmers who are expected to benefit from the digitisation of agriculture services. The team spoke to farmers to understand challenges linked with the identified agriculture use cases and observed them using the Mera Kissan and e-Zarkhaiz portals.
The field activity was carried out as part of PDA’s citizen-centric approach under the Digital Nation Pakistan Act, 2025. Citizen experience is a central part of PDA’s mandate, which includes leading Pakistan’s digital transformation, building the National Digital Masterplan and working to reinvent government services around citizens’ needs.
PDA said public services should be designed around the needs of people. The authority reached out to farmers to learn how digital agricultural services would be used in practice so that they could be structured to deliver greater value.
During the research, the CX team observed where each digital process worked and where it stalled from the user’s perspective. The discussions also highlighted practical problems that desk research could not have captured.
The team will next travel to Gujranwala to repeat the exercise with farming communities there.
PDA said field research was a way to put citizen centricity into practice. Instead of designing digital services centrally and asking citizens to adjust later, the authority plans to include farmers’ feedback directly in the agriculture component of the masterplan.
Findings from Bhera, Gujranwala and other districts to follow will be documented and used to refine agriculture use cases and the services built on them.
