Farmers' markets play a vital role in local food systems, enabling direct sales from producers to consumers and contributing to community food security. Unfortunately, the impact of COVID-19 has posed significant challenges for many Atlanta farmers' markets, necessitating adaptations to navigate this new normal.
At Farm-hand, we're committed to crafting an online platform that benefits both consumers and local farms. We strongly believe in ensuring everyone's access to fresh, locally-sourced food, and that's why we've designed a platform to connect farmers and consumers, addressing the gap that emerged.
Time frame
March 2022 - June 2022 (10 weeks)
Tools
Figma, Miro, Figma jam, Illustration, Photoshop, Typeform
Project role
Individual Project
Deliverables
Interaction Design: High-fi interactive prototype
UX/UI design: User Research, System design
Brand design: Logo, Package
Developing Solution
With a deeper understanding of users' sentiments regarding potential borrowing and shopping within Farm-hand, I recognized the significance of defining the target audience and crafting the user persona based on these insights. This approach guides my design decisions as we progress through the development process.
Primary
Urban Professionals
and Busy Individuals
lived with kids
Secondary
Health-Conscious Millennials
who has the financial ability
Tertiary
Food Enthusiasts and Culinary Adventurer
Persona & User journey
Structuring Framework
Low fidelity Wire frame
Based on the frame work I designed,I moved to wireframe to ensure a flawless user experience.
Clarifying Brand Visual identity
Final App Design
Package Design
In our journey map analysis, we recognized a pivotal moment in the customer experience—the point where they receive their package. Understanding the significance of this touchpoint, we aimed to make it special and align it with our app's visual language, which is rooted in authenticity, hand-drawn aesthetics, and heartwarming charm.
To achieve this, we embarked on a unique approach. We created special packages that embodied the authentic essence of our brand. These packages were not merely designed; they were crafted using traditional printmaking techniques. Each package tells a story, carrying the soul of our brand, and enhancing the overall customer experience. It's a testament to our commitment to delivering not just products, but a feeling of genuine connection.
Seasonal Outbox design
Process Pics
Research Insights: I learned various research methods during this project, including conducting surveys and interviews. These experiences enhanced my research and engagement skills. For example, conducting interviews with local farmers taught me the value of open-ended questions for gathering detailed insights.
Incorporating Feedback: User feedback, especially the request for an allergy filter, highlighted the significance of continuous design improvement based on user needs. Feedback-driven enhancements, like the allergy filter, significantly improved the user experience.
Holistic Approach: Analyzing the user journey through a journey map revealed that the user experience extends beyond the point of purchase. It led to a holistic approach, where even packaging became an opportunity to reinforce authenticity and the connection between users and local farmers.
Farm Hand
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