Farm Hand
Online Platform for Atlanta Farmers' market
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, I am committed to crafting an online platform that benefits both consumers and local farms. I strongly believe in ensuring everyone's access to fresh, locally-sourced food, and that's whyI have 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
outcome
Research
Background Context
Problem Overview
Problem
Many users struggle to find the information they need on farmers' market websites, making it difficult for them to make informed purchasing decisions.
Reviews on existing online platforms are difficult to use and may not be helpful.
One of the major reasons people want to use farmers' markets is for the social aspect, which is hard to achieve through an online platform.
Proposed Solutions
Improve the design and layout of product pages to make it easier for users to find the information they need.
Create more opportunities for social interaction and community building within the online platform.
Provide more detailed information about the farmers and producers behind the products, including their stories, farming practices, and sustainability initiatives, to help users make more informed and conscious purchasing decisions.
Research Method
To gain a comprehensive understanding of the target audience and market challenges, I conducted an online survey, individual interviews, and analyzed social media posts.
Interview
By conducting 6 interviews with target audiences and 2 experts interview for identifying their pain points and area of opportunity.
Survey
Gathered 31 participants to gain more understanding of the current problem
Competitive analysis
Not only analysis our direct competitors, but also analysis with multiple vendors who operate online farmers' markets.
Research Highlight
Interview Highlights
Survey Highlights
Research Findings
Problem
Many users struggle to find the information they need on farmers' market websites, making it difficult for them to make informed purchasing decisions.
Reviews on existing online platforms are difficult to use and may not be helpful.
One of the major reasons people want to use farmers' markets is for the social aspect, which is hard to achieve through an online platform.
Proposed Solutions
Improve the design and layout of product pages to make it easier for users to find the information they need.
Create more opportunities for social interaction and community building within the online platform.
Provide more detailed information about the farmers and producers behind the products, including their stories, farming practices, and sustainability initiatives, to help users make more informed and conscious purchasing decisions.
Development
Developing Solutions
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
Research Methods
Low fidelity Wire frame
Based on the frame work I designed,
I moved to wireframe to ensure a flawless user experience.
Final Design
Final Design Solutions
Clarifying Brand Visual identity
Package Design
In my journey map analysis, I recognized a pivotal moment in the customer experience—the point where they receive their package. Understanding the significance of this touchpoint, I aimed to make it special and align it with my app's visual language, which is rooted in authenticity, hand-drawn aesthetics, and heartwarming charm.
To achieve this, I embarked on a unique approach. I 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 the brand, and enhancing the overall customer experience. It's a testament to my commitment to delivering not just products, but a feeling of genuine connection.
Seasonal
Wrapping paper
Process Pics
Lesson Learned
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.
© 2023 Rayoun Choi