Farmly

I worked with an amazing team to create this case study for Farmly.

Farmly is an app that bridges the gap between farmers and consumers. We feature the highest quality local farms and bring the freshest produce straight to your door.

Meet the team

Sarah Posner

UX/UI Designer

UX Researcher

Stephanie Tsou

UX/UI Designer

UX Researcher

Joyce Cabrera

Digital Designer

UX Researcher

Fernanda Vasconcelos

UX/UI Designer

UX Researcher

Context

A fast growing market of consumers are concerned and actively seeking new ways to spend an extra buck on organic, ethically sourced foods.

We designed a food delivery app that allows users to purchase fresh produce, meat and other household products from a local farm straight to their home. The app spotlights featured farmers, delivery and pick-up options, and a plethora of organic foods to choose from.

Tools used:

Timeframe: 3 weeks

Design Process

Week 1

Research & Ideation

User Interviews
Empathy Mapping
User Persona
Competitor Analysis
User Journey Map
Storyboard
Feature Prioritization

Week 2

Design

User Flow
Wireframes
Low Fidelity Prototyping
Mid Fidelity Prototyping
High Fidelity Prototyping

Week 3

Testing & Feedback

Low Fidelity User Testing
Iterations
Mid Fidelity User Testing
Accessibility Study
Website Landing Page
Future Developments

Quantitative Research

Method

Google Survey

Participants

19 participants between ages 20-40 who shop for groceries regularly

100% have been to a farmer’s market

94.7% believe sustainability is important

57.9% believe a farmer’s market is better than a chain grocery store

Where users want to shop…

…where users actually shop

Our users value shopping sustainably and supporting local businesses for fresh produce, but logistics make it difficult for them to fully keep up the practice.

Qualitative Research

Method

Semi-structured interviews

Participants

5 users (ages 20-40)
Expressed interest in sustainability & healthy eating

Objectives

How do users find local farmers to buy from?
How do users get organic foods?
What are the impacts of sustainable shopping?

Interview Insights

“It is an expensive lifestyle to [practice sustainability]”

“Shopping is like voting...people are willing to spend a couple extra bucks if they support where their money is going”

“Seasonal eating is a big part of my life...I really hate throwing food away and wasting beautiful produce”

Empathy Map

User Persona

Problem Statement

What are our users telling us?

Consumers need an efficient, cost-effective way to purchase organic, local, ethically sourced food. They want to feel connected to who is producing their food and cultivate a healthy lifestyle.

...and what’s the problem that we want to tackle?

Health conscious consumers who want to eat ethically-sourced, organic food struggle to find a cost-effective & convenient way to access farm-to-table produce.