FarmFresh

01 Project Background

FarmFresh In this capstone project, I designed an application that is centered around the experience of going to the Farmer’s Market. The purpose of the application is to make it easier for consumers to find out more about the vendors and the food that they purchase at the Farmer’s Market. 👩🏻‍🌾

In short, I want to streamline the process of learning more about the food that an individual consumes. The focus for this app was placed on a minimal number of actions that would be executed seamlessly in a visually satisfying and appealing way.

02 Target Demographic

People who care about the food that they purchase and consume 🥒

Those who frequent the farmers market often ⏰

Those who prefer going to the farmers market over the supermarket 🛒

Those who are interested in where their food comes from or how it is made 💭

03 The Solution

04 The Process

In order to make the most informed decisions and choices throughout this capstone, I made use of the Design Thinking Process.

Intial Ideation

This project is an attempt to make it easier for individuals who go to the farmers market to get information on the vendors such as the history, growing patterns, location, etc.

Currently, the Union Square Farmers Market has a website that includes a list of all of the vendors as well as the location and dates/times, but the information is capped at just that.

With this project, I would like to create an application that can allow users to scroll through the different vendors and be able to easily receive information regarding their services as well as products.

Secondary Research

In terms of research, I first sent out a Google Survey to a wide array of people ot get a better understanding of my target demographic.

I then chose 5 individuals from my Google survey to interview and ask more extensive questions. Here are a few of the questions that I asked to help lead the conversation:

How interested are you in what makes up the products/goods that you buy?

How often do you go to a farmers market?

What types of products/goods do you buy at the farmers market?

How often do you talk to the vendors at the farmers market?

Where do you get the information regarding the farmers market from?

Do you prefer to get your groceries at the farmers market or local supermarket?

If you prefer to get your groceries at the farmers market, why is that the case?

After conducting user interviews, I narrowed it down to 4 main research insights

Primary Research

I then did a heuristic analysis of applications centered around the Farmer’s Market experience.

Whole Foods: Whole Foods is a large scale supermarket. The application allows the user to browse sales from their local store and streamline the in person shopping experience. It also allows the user to order food straight to their destination, discover new products, as well as create a customized shopping list based on their preferences and recurring favorites.

Flexibility & Efficiency of Use: Good
Aesthetic & Minimalist Design: Good
Consistency & Standards: Good

Local Farmer’s Market: Local Farmers Market is a newer application that allows users to show the closest Farmers Markets within 25 miles of your location. Due to the newness of the app, it only works in certain areas. If the market has added the information, the user also should be able to see information such as the schedule, website, as well as product availability.

Flexibility & Efficiency of Use: Poor
Aesthetic & Minimalist Design: Average
Consistency & Standards: Average


Farmer’s Market U.S.: Farmer’s Market U.S. essentially searches and finds Farmer’s Markets near a user’s current location. It also lists the hours of operations and what products are offered. The application implements a connection directly to Apple Maps which shows the location of the selected market and then provides directions.

Flexibility & Efficiency of Use: Good
Aesthetic & Minimalist Design: Good
Consistency & Standards: Average

Empathy Map

I then created empathy maps in order to understand my user’s pain points, goals, feelings, thoughts, and behaviors.

User Personas

I then created some user personas in order to solidify my target demographic as well as what needs I wanted to tackle in this project.

Jobs to be Done

After creating my use personas, I decided it would be beneficial to additionally use the “Jobs to be Done” framework to solidify what my target demographic wants to accomplish.

Job Performer (Who): 22 year old college student 📚 Jobs (What):

Main Job: Goes grocery shopping at the Farmers Market 🛒

Related Jobs: Uses groceries to prepare healthy and balanced meals 3x a day 🍌

Emotional Jobs: Inspired by new recipes as well as new produce that one sees at the Farmers Market 🍳

Socials Jobs: Wants to talk to the vendors at the Farmers Market to learn more about the origins of the new produce 🗣

Needs:

Increase the quality of the foods and produce that they pick up whilst grocery shopping

Efficiently shop while getting one’s money's worth, spending money on produce that is worth the quality from the Farmers Market

Understand the quality of the goods that one is picking up by conversing with the vendors at the Farmers Market

Increasing the quality and overall balance of one’s meal plan by picking up a variety of produce and foods

Circumstances: When going to the Farmers Market or any grocery store to pick up produce, and all groceries

Defining User Problems

How Might We Statements 🙋

How might we make it easier for people to have knowledge or insight regarding what constitutes a balanced meal when going grocery shopping?

How might we make it so that individuals are more confident in the health benefits from the groceries that they pick up from the Farmer’s Market? (increasing buyer’s trust)

How might we make it so that information regarding food/produce’s origins are more easily accessible?

Sitemap

After consolidating all of my research, I proceeded to creating a sitemap utilziing Miro, in order to lay out the hierarchal structure of the application.

User Flows

I then started working on my user flows in order to create a visual representation of all of the routes that a user might take through the application to achieve the specified goals.

Low Fidelity Wireframes

After creating pencil and paper sketches, I was able to apply the feedback that I got and start iterating on my low fidelity wireframes.

Moodboard

High Fidelity Wireframes