Farmfresh Marketplace

Easily purchase and sell local farm goods

People want to buy local farm goods, but they don't have time to go to the farmer's market. Introducing Farmfresh Marketplace, a tool that helps people easily purchase quality goods within their communities!

Project Type

E-Commerce App

Role

UX/UI Designer

Date

December 2022

Where it all started

I met Rachel a few months ago

She sells peaches, pears, and plums during their seasons out of her garage in Rexburg, Idaho. Talking to her (while I was buying some peaches), I got to see and learn about her process.
I came up with the idea to design a simple tool that would help Rachel with her business needs.

Jumping into designing… headfirst

After conducting ethnographic research and defining the problems, I was ready to start ideating.
I began at the very beginning with a basic paper prototype and found out quickly that these paper screens needed a lot of work. By identifying the main usability issues right off the bat, I hoped to “Fail faster, succeed sooner,” as David Kelley has been quoted to say. I tested the paper prototype with 6 volunteers.

First Round of Testing

Second Round of Testing

After observing major usability issues with the paper prototype as mentioned previously, I continued to build out the low-fidelity digital wireframe in Figma. Once that was created, I was ready to conduct six more sessions of usability testing with new volunteers.

Third Round of Testing

After creating the prototype with refined UI, I tested it with six new volunteers. I was glad to find that most of the previous issues were resolved, and that less adjustments were needed after this round. There were some new usability issues, however, that I needed to address. Here is a list of those:

Final Delivery

Usability issues were starting to get worked out at this point, and the issues that came up were likely overlooked prototyping mistakes on my part or minute details. I started working on the final refined UI that would be used and tested again with those changes.

Conclusion

I was happy with the result of this personal project. I set out to create a tool to help Rachel and others like her with their small businesses selling local farm goods, and I did just that. The tool is also designed for customers first, and I was pleased by how many people showed interest in a platform like this.
I learned a lot along the way. As a designer, I strive for human-centered design in all I do, and I work hard to advocate for users. I truly believe that as we stay focused on the people we are designing for, we will be more successful in our product designs.