Problem Statement
Small-scale farmers rent out parts of their farm for the users to reserve and allow the users to decide what they want grown in the rented part. The users can also communicate with the farmers to request details of the produce grown in the farm.
Design Process
Research
User Interviews
Interviewed 4 individuals from a range of demography - in the range of 28-45 years of age and having varied socio-economic status. The thematic analysis revealed that:
Affordability of organic foods seems to be an issue.
Building trust with the owner when it comes to renting farm land is a roadblock.
Renting a farm is not something on top of user’s mind so building a deeper connection with the users helps.
Personas
Inspired from the user interviews, the personas represent users’ goals and pain points that helped me to prioritize different user needs to guide the converging phase of my design process.
“People who’re wealthy and who can afford organic food, hire people to do the shopping and cooking for them. So people who do the shopping and cooking will not be the ideal users of this platform.”
Journey mapping
Wireframes
After presenting and discussing my research with the research participants, I started working on a solution, with a large set of notes by my side. The final result was an interactive low-fidelity prototype. Link
Usability Testing
The experience was organized in 5 steps, where each screen displays just enough information to make a considered choice on a specific component instead of the whole shirt. Along with existing usage analytics, each choice informs the wizard on what to show next, guiding the user in their choices.
And because the digital experience shouldn’t be so distant from the offline one, the users will sometimes need to be guided through what’s best for their specific case. Small bits of microcopy and help buttons were distributed along the flow to help with that.
Final Protoype
After testing with the participants, I began work on my final prototype. The deliverables comprises of a high-fidelity prototype consisting of desktop-web and mobile responsive site designs. Link to prototype