User research for fresh produce exporters

While Defra’s service was originally scoped to focus solely on the end-to-end journey for getting a phytosanitary certificate, they wanted to fully understand user needs and ensure the new service provided a solution for the complexities of the wider plant export process.

Plants and fresh produce account for a substantial proportion of export trade, so it was important to conduct detailed user research with a group of exporters as a priority.

We extended our user research to investigate the process for obtaining Certificates of Conformity (CoC)). To understand how CoC applications are made, we spoke to produce exporters, and discussed how the data provided by users is handled with those who conduct CoC inspections, the Horticultural Marketing Inspectorate.

Exporters currently have to apply for phytosanitary certificates and certificates of conformity in separate systems that must be maintained by separate teams in the Animal and Plant Health Agency (APHA). So, while conducting research, we wanted to explore how these users were affected by this need for two different teams having to maintain two different systems to obtain each of the certificates, and how we might be able to find a solution to bring the two systems closer together.

Our user research helped test our assumptions and revealed valuable findings, for example:

• Increased efficiencies - reducing duplicated data could cut down the process

We found that much of the data required is the same - of the 40 data points collected on the certificate of conformity application form, 23 of them are also on the phytosanitary certificate. It was clear we needed a solution to create efficiencies across the two teams running the separate systems for the certificates.  

• Cost savings - Exporters also have different teams dealing with each certificate

As the application process for each certificate takes place on different systems, at different times, some exporters have separate teams to deal with each type of application. It was clear we could create cost savings for exporters if we could make the two systems more efficient.

• Transforming training - multiple APHA inspectors inspect the same goods in a single consignment

As different inspectors deal with phytosanitary certificates and certificates of conformity, two separate inspections must be carried out. Produce exporters need to move their goods quickly to keep them fresh, so any way to speed up this process would be beneficial. The APHA have been transforming training to build towards dual trained inspectors to streamline the process, but this will take time.  

Based on these findings, we workshopped ideas on how to solve the problems for the users. We prototyped a concept so users could apply for both certificates at the same time, within the same digital service. We are currently using this prototype to test if it solves the whole user need. We are also discussing how the dual trained inspectors will be able to maximise the efficiency of the process.

In the meantime, we will continue to conduct research with users to better understand their needs and test our assumptions as our service develops.