Islamabad, October 28, 2026: The Pakistan Digital Authority’s Citizen Experience team has carried out field research in Bhera, Sargodha district, as part of work on digital services for the agriculture sector.
The exercise focused on agriculture use cases identified by the authority and involved direct engagement with farmers expected to benefit from digitisation. The team also observed farmers using the Mera Kissan and e-Zarkhaiz portals to assess how the services function from a user’s point of view.
According to the authority, citizen experience forms a key part of its mandate under the Digital Nation Pakistan Act, 2025. In addition to leading the country’s digital transformation and preparing the National Digital Masterplan, the PDA is working to redesign government services around citizens’ needs.
During the Bhera visit, the Citizen Experience team spoke to farmers about the practical challenges linked to the identified agriculture use cases. The interactions helped highlight issues that could not have been fully understood through desk research alone, including where digital processes were effective and where users faced hurdles.
The authority said the purpose of the fieldwork is to ensure that public services are shaped around the requirements of the people who will use them. Feedback from farmers will be incorporated into the agriculture component of the National Digital Masterplan.
The PDA team is scheduled to travel next to Gujranwala, where it will conduct a similar exercise with farming communities.
Findings from Bhera, Gujranwala and other districts to follow will be documented and used to refine agriculture use cases and the digital services developed around them. The authority said its citizen-focused research is aimed at designing services with stronger chances of adoption.
