Designing with farmers: Inclusive lessons from developing a phygital (in-person + mobile) extension platform in Zambia

Abstract

Widespread adoption of climate-smart agricultural (CSA) practices is critical to food security in sub-Saharan Africa (SSA). Technical advisory services play a key role in supporting such adoption; however, traditional extension services often fail to reach marginalized groups due to accessibility barriers rooted in social norms. Mobile-based extension services offer potential to improve inclusion but must be carefully designed to avoid reinforcing existing inequalities. This study co-developed and refined a mobile-based extension platform through participatory action research (PAR) with Zambian farmers. Mixed-methods data were collected in Zambia's Southern Province, including a baseline survey, in-depth interviews, and focus group discussions with farmers, community members, and user testers. While ownership of basic phones was high, smartphone access was rare, and both awareness of CSA practices and familiarity with mobile-based extension were limited. Farmers identified benefits of mobile-based extension but also key barriers, including low literacy, distrust of information received via phone, and exclusionary social norms, particularly affecting women. Feedback on the prototype platform was positive and informed key refinements. Results highlight three core features for inclusive mobile-based extension in SSA contexts: (1) widely accessible technologies, including basic phones and voice-based messages in local languages; (2) a phygital model combining mobile delivery with in-person engagement to build trust and skills; and (3) integrated feedback mechanisms that enable farmers to ask questions, shape content, and connect with peers. This study offers practical lessons on how mobile-based extension services can be co-developed with farmers, supported by social infrastructure, and designed for inclusion from the outset.