FarmFresh

Overview

Background

FarmFresh is a fictional app that allows people to buy fresh produce directly from farms. Farms will list their products on the app and customers are able to view a wide selection of products and make purchases. After placing orders, produce will be delivered to customers’ homes. FarmFresh’s goal is to build a virtual farmers market where people can buy high-quality foods at any time and anywhere. In this projet, I conducted comprehensive UX research and UX/UI design to provide frictionless user experience.

Project Goal

Help FarmFresh create the brand logo and design an eCommerce website for people to shop for fresh produce directly from farms.

Role

UX/UI Designer

Duration

4 weeks

Process

Research

Market Research
Competitive Analysis
Customer Interviews

Define

POV
Project Goals
Product Roadmap

Design

Mid-fidelity Responsive Wireframes
Logo Design
Brand Style Tile

Test and Iterations

High fidelity Prototype
Usability Testing
Design Iteration

Research

Goal: Understand customers' shopping needs and pain points.

1. Market Research

People who shop online for groceries continue to grow over the years in the U.S. As the most tech-savvy generation, Millennial consumers have the highest share of online grocery shoppers of any age group.

According to the chart below, In 2020, 21% of people globally shop at farmer’s markets for foods.

Industry Opportunities

Demand for community-supported agriculture shares and one-off deliveries from local farms has increased rapidly since quarantines started.
During COVID pandemic, one third of all internet users in the United States have shopped online grocery (nearly a 30% increase since Q1 2020).
Farms are struggling to meet consumers’ demand on farm produce during COVID. Most farms don’t have the infrastructure to build the online sales channels, even as they desperately need the new source of revenue.

Industry Challenges

Logistics of connecting farms with customers remains a major hurdle. Farmers need a good solution to deliver the products to customers.

2. Competitor Analysis

Selected competitors including direct competitors, farmers’ market and local organic stores, and big supermarkets.

3. Customer Interviews

Demographics

Number of participants: 4
Age: 25 ~ 35
Gender: 2 females & 2 males
Behavior: shop for fresh produce on a regular basis

Goals

Buy high quality fresh produce at affordable pricing
Provide healthy foods to families

Motivations

High quality fresh produce are more healthy
Farm produce are more delicious than supermarket produce

Needs

Need an easy way to buy high quality fresh produce, especially during COVID pandemic when farmer’s market is not open
Wide selection of fresh produce
Know where the fresh produce coming from
Can buy high quality fresh produce at any time
Fast delivery for online shopping

Pain Points

Farmer’s market is not open everyday, especially during covid
Online grocery delivery is not available to some areas, i.e. suburb
Cannot pick the items when buying fresh produce online
Long delivery time when shopping online
Items quality is not ideal when shopping online

4. Persona

Based on research findings, I have developed the personal profile.

Define

1. Define the Problem

Point of View

A women who wants healthy and tasty foods needs a way to to buy fresh produce from farms directly at anytime because she would like to provide healthy meals to her family.

How Might We (HMW)?

How might we help the women buy farm fresh produce so she can provide health meals to her family?
How might we provide an online solution that offers a wide selection of fresh produce?
How might we provide high quality fresh produce at affordable pricing?

2. Project Goals

Before moving forward to build product roadmap, I took a step back to collect the business goals from the project briefing, and the user goals from research. This will help me gain full clarity and align all parties involved when prioritizing product features development.

3. Product Features Roadmap

Based on research takeaways, user persona, competitors analysis, and business goals, I have created the product features roadmap and assigned the priority level.