User-centered design of products help to identify with the objectives of end-users ensuring the products’ effectiveness. When a user-centered bilingual website prototype was developed for Directorate of Extension, Kerala Agricultural University, the information needs of the primary users, viz., farmers, agricultural scientists and agricultural extension officers were identified and the Information Need Indices (INI) were compared. Analysis of the data showed that the differences in information needs were significant for the main contents of ‘Schemes and Projects’, ‘Crop Information’, ‘Weather’, ‘Promising agri-enterprises’ and ‘Links to social network media’. Altogether, it was observed that farmers were more interested in farming related news like market price, weather, crop information and communication whereas the KAU scientists were more interested in the basic information and technologies from KAU. However, the extension officers have realised the prospects of utilising social media for information dissemination better than the scientists. The findings of this study would be helpful in developing any agriculture related extension websites

Keyword: User-centered design; Web prototype; Information need indices; Agriculture extension websites;