Problem

• Farm fresh goods aren’t always within reach of many people

• Farmers often have an abundance of leftover product they would prefer to sell

• Farmers markets have limited hours, are often very crowded and are not convenient for some people

• The potential audience of many farmers markets are quite limited

• Limited information available on farmers and products

Solution

Farmage enables consumers, farmers and farmers markets to strengthen the farm to table connection by offering convenience, affordability and scalability through an easy to use, forward-thinking, community-focused, informative app.

My role

• User survey

• Product hypothesis

• Competitive analysis

• Personas

• User stories

• User flows

• Sketches

• Wireframes

• Visual design

• High-fidelity prototypes

Process

User Survey

Key takeaways:

• People like purchasing fresh vegetables and fruits, organic, locally grown items, baked goods and bath items at farmers markets

• People would like farmers markets to have more convenient hours, offer a wider variety of items, to be closer to home and to be more affordable

• People like food/grocery delivery apps because of the convenience, they save time and are easy to use

• People wished farmers markets offered delivery services, year-round schedules and box deals

Product Hypothesis

To create a scalable, profitable, competitive product that brought all that people love about farmers, communities and farmers markets and combined it with an efficient way to distribute products to recurring customers.

Execution

Sketches

I focused my efforts on tightening up my high priority user stories and my key user flows.

Low-fidelity Wireframes

Using Axure, I was able to transform my proposed, rough sketches into working, more finely-tuned layouts.

Mid-fidelity Wireframes

Using Adobe XD, structuring the content and hierarchy effectively within each layout was critical to building a successful product.

High-fidelity Mockups

Adding the Farmage branding elements such as typography, color, button styles and hi-res photography all brought the app to life.

Prototype

I was able to bridge a successful arch from my rough sketches, wireframes and hi-fidelity mockups into a fully functional, working prototype of the Farmage app.

Conclusion

Results

• Consumers are now able to order and enjoy farm fresh products at their convenience on their own terms, while still supporting their local communities, artisans and farmers.

• Farmage allows farmers the opportunity to sell more product, meanwhile, providing farmers markets the ability to broaden their reach and target audiences.

• Consolidated operational and logistic efforts combined with the ability to scale easily provide Farmage with a great advantage to be profitable in the competitive delivery marketplace.

Lessons Learned

• Due diligence. Before launching a new product, research existing competitors, ancillary businesses and determine the pitfalls other companies have encountered in the marketplace.

• Allow room to pursue alternate paths. While having a clear vision will greatly assist in navigating the journey, allow for alternate solutions to craft a better product.