FARMERS MARKET
LOCAL ORGANIC FRUITS & VEGETABLES
Overview
According to a survey study, more and more people are looking to buy locally produced vegetables and fruits directly from the farmer. Over the past recent years, demand has increased several times and received an extra boost during the pandemic.
Farmers Market is a digital platform for those who want to sell or/and buy locally grown organic fruits and vegetables from farmers and private growers.
Client
Farmers Market (fictional)
Role
Researcher
UX Designer
UI Designer
Test facilitator
Methods
Research
Lightning Decision Jam
MVP-canvas
User flows
Flow chart
Sitemap
Crazy 8's sketches
Wireframing
Usability testing
Prototyping
Platform
Mobile
Tools
Miro
Whiteboard
Figma
Sketchbook
Duration
6 weeks
Brief
Develop and design an application that would function as a part of a wider solution for a societal challenge within the climate crisis; to stop food wastage.
Process
In this project, the design process was based on the double diamond method (except for the Deliver phase). This method was chosen to truly understand the problems and challenges and define the needs and expectations of users. Once the problem was discovered and defined, we went on to find a solution based on the research and insights from potential users.
Challenge
The project started with a Lightning Decision Jam to identify which challenges to focus on. The LDJ method helped to formulate “how might we” questions which led to the formulation of the following challenge:
How might we encourage people to buy more locally and ecologically produced crops and at the same time make it easier for farmers to market and sell their crops?
MVP
Canvas
MVP Canvas was used to level up the definition-phase. Here we could make it clear to the whole team who our early adapters was, which needs they had and how we could meet them with our solution and value proposition.
This would also be benefitial for our us and our fictional client, to see what early metrics we would have and the balance between our risks and advantages.
User flows & sitemap
By doing research on other buy-and-sell websites, we gathered inspiration and insights on how the application could be built. Bringing this when putting together a sitemap and a flowchart makes it easier to define the web application's service structure. It defined which content and functions should be included and how these could be designed for a functional application that would meet the needs of the users. Further on this was the foundation of our wireframes and prototype.
Wire-
frames
After gathering further insights it was time to develop wireframes. Focus was on the homepage of the product, which is the first step in the user flow.
To make sure the fundamental basics of the design were going to function as expected, the structure was based on UX laws like Jacobs Law and Fitts Law and accessibility in mind while setting it up the design. This was useful throughout the iterations of the design and to devolope a design that is easy to navigate and understand.
Usability testing
The design, based on the wireframes, was tested on 5 different people in ages between 29-57 years old. The participants were chosen after a few screening and core questions to make sure they were fitting into being early adapters to the product.
Time, answers, and reactions from the test were put into a spreadsheet to get a bigger overview of the result and recognition of what needed to be reconsidered. This was a driving factor for the iterations before working on the UI and progressing to the high-fidelity prototype.
The most important insights from the test were to limit the number of icons in the header, provide contact info from the farmer, and make it clear which fruits and vegetables are available for the user's specific location.
Design system
For the high-fidelity prototype, we created a design system to guide the development phase and keep the visual identity consistent and easy to understand. Colors, size, and contrast were all created with accessibility and WCAG in mind. Colors are also inspired by organic and natural colors typical of greens and fruits.
High-fidelity prototype & functionality
Home screen
Logo: The app's logo represents Farmers Market and sets the visual identity.
Get started CTA: The "Börja här" Call to Action button invites users to begin their journey on the platform. It's the gateway to explore locally grown produce.
Browse products
Categories: Browse through a variety of categories, including fruits and vegetables. Categories help users quickly find the specific type of produce they're looking for.
Products with details: Explore a list of products with essential details, such as quantities, prices, and locations. Users can tap on any product to view more information.
Search bar: Use the search bar to quickly find a specific product or locate nearby sellers based on your current location. This feature enhances the app's usability.
Product details
Full product information: Access comprehensive product details, including the price, location, and the name of the farmer or seller. This information ensures you have all the information needed to make an informed choice.
Sustainability declaration: Discover the sustainability declaration for each product. This informs users about the environmental and ethical considerations, helping them make eco-conscious decisions.
Shopping cart and pickup
Summary of purchased products: In this section, you can review a summary of the products you've added to your shopping cart. It provides a quick overview of your selections, quantities, and prices.
Choose pickup time: Select a convenient time for the pickup of your products. This feature allows you to schedule the collection based on your availability.
Contact farmer: Get in direct contact with the specific farmer or seller. This enables you to ask questions or request further information about the products you plan to purchase, fostering a sense of transparency and trust.
Reflections & takeaways:
Rising demand for local produce
The project identifies a growing trend in consumer behavior, with more people seeking locally produced fruits and vegetables directly from farmers. This is driven by a desire for organic and sustainable options, and it has seen a significant uptick, particularly during the pandemic.
User-centered approach
The project follows a user-centered design process, prioritizing the understanding of user needs and challenges. This approach helps in creating a solution that effectively addresses the needs and expectations of both consumers and farmers.
Double diamond method
The use of the double diamond method, with its emphasis on problem understanding and solution generation, underscores the project's commitment to thorough research and insights-driven design.
Iterative design
The project demonstrates a willingness to iterate and improve the design based on user feedback. This iterative approach is essential for refining the user experience and creating a platform that genuinely meets the needs of its users.
In conclusion, the project highlights the importance of addressing the societal challenge of food wastage by connecting consumers with local farmers. It showcases a user-centered approach, a strong emphasis on research and testing, and a commitment to creating a consistent and accessible platform. By focusing on user needs and preferences, the project aims to reduce food wastage and promote the consumption of locally produced organic produce.
