Growmore connects farmers with customers seeking fresh, organic, locally grown produce. The platform helps reduce food waste by enabling farmers to sell surplus harvests directly to consumers, creating a more sustainable and efficient local food ecosystem
As part of my Master's thesis, I developed the Growmore mobile app, handling everything from User Research and UX/UI design to Prototyping. The goal was to create an intuitive, user-centered experience that addresses sustainability challenges in the local food ecosystem. This project was personally recognized by the course director at NEU as one of the best.
Recent studies indicate that in 2019, the U.S. wasted 80.6 million tons of surplus food across all sectors with a staggering 20.8%, approximately 17 million tons wasted produce on farms. Surplus food on farms is often a result of factors such as weather, transportation, labor, customer preferences, market conditions and the very nature of supermarkets ordering huge quantities of items coupled with beauty standards for produce.
How might we develop a solution that addresses the issue of surplus food produced by farmers and simultaneously establishes a direct pathway for the local community to obtain freshly grown produce?
This mobile application serves as an online farmers market, allowing farmers to sell their surplus produce directly to customers in their local area. By connecting farmers with customers seeking fresh and organic vegetables at a lower cost, Growmore helps to eliminate waste and promote sustainability in the supply chain. With our platform, consumers can enjoy the benefits of locally grown produce, free of preservatives and other harmful additives.
To enhance my primary research, I conducted four in-depth, face-to-face interviews aimed at comprehending the challenges encountered by local farmers who participate in the farmers' market to sell their produce directly to the consumers. Additionally, determine whether the local farmers are grappling with any surplus produce from the market. I recorded all the interviews in audio format for future reference. Link to the entire interview guide: Interview Guide
I came across some significant findings that enhanced my comprehension of the farmers' motives, their produce, and their selling encounters with nearby customers. Notable observations from the market interviews comprised: -
After gaining a general understanding of the pain points experienced by 50% of the stakeholders, I proceeded to focus on understanding the needs, shopping habits, and patterns of the remaining 50%. To gather quantitative data, I designed a survey that was distributed to local grocery shoppers in Boston. The responses provided valuable insights into the perspectives of users when it comes to purchasing groceries. Link to the entire survey guide: Survey Guide
Based on the responses received from the survey, I was able to identify several key findings that provided me with a greater understanding of consumers' motivations, expectations, and preferences when shopping for groceries. Some noteworthy observations from the survey include:
The results revealed a promising trend of positive sentiment among consumers, presenting a compelling opportunity to create a solution that bridges the gap between local farmers and their potential customers.
I employed the use of key facts to gather additional information on several topics, including the amount of produce waste resulting from transportation, the reasons why individuals do not favor farmers markets, and the ways in which COVID-19 has impacted consumer purchasing habits.
During my secondary research, I carried out a competitive analysis to evaluate the strengths and weaknesses of existing competitors within the market. This analysis enabled me to identify potential areas for expansion and opportunities to enhance the value proposition for consumers. As a result, I was able to determine a distinctive selling point that would be appealing to consumers.
The subsequent phase involves scrutinizing the potential users of the problem. For this purpose, I opted to create two distinct personas - one representing a farmer, and the other a consumer.
I came up with eight conceptual ideas, which varied in their level of creativity, to cater to the functional and non-functional requirements that I had identified through research. The aim of this exercise was to determine which ideas had the potential to enhance the overall user experience, while also fulfilling the greatest number of requirements.
In an effort to provide users with a straightforward and uncomplicated navigation experience, I developed a Site Map that illustrates the content and organization of the Growmore application.
I crafted a task flow that identified the fundamental tasks that every user would need to execute in a consistent manner. This enabled me to gain a comprehensive understanding of the user journey, and to design a cohesive and intuitive interface that would facilitate the completion of these tasks.
Subsequently, I began constructing low-fidelity wireframes by hand using pen and paper. As the design evolved, I transitioned to utilizing Figma for both mid-fidelity and high-fidelity wireframes. Consistent with the iterative design process, I continued to refine and enhance the website's functionality and user experience at every stage of development.
Once the Growmore application is launched, users are provided with the opportunity to input their zip code in order to discover farms in their vicinity. After successfully locating nearby farms, users are guided through a brief onboarding process consisting of three simple steps, which assist them in becoming more familiar with the application
Through the application, users have the ability to locate farms that are situated in close proximity to them, and access detailed information about the produce and fruits that are being sold. This fosters a feeling of trust and connection that is akin to the experience of attending an in-person farmers market. Additionally, users are provided with the option of engaging in real-time chat with the farmers, thereby enabling them to pose any queries they may have.
Within the application, users have the opportunity to peruse and purchase a diverse array of produce, fruits, greens, and other goods. Upon selecting a particular item, users are able to access additional information about the produce, including tips for proper storage, details regarding the farm that is selling it, and a variety of recipe suggestions that utilize the item as an ingredient.
The application provides users with numerous options in the form of top recipes curated by farmers, as well as various other categories that they may choose from. Upon selecting a particular recipe, the user is directed to a detailed page that offers comprehensive information regarding the recipe's instructions and ingredients, in addition to providing recommendations for other recipes that may be of interest.
I conducted usability testing with 4 users to gather feedback on the proposed design. The focus was on refining the most-used features, with participants completing tasks to assess ease of use, navigation, and overall experience. This helped prioritize key features, resulting in a more effective, user-friendly design.
This case study provided valuable insights into the users’ perspective, guiding the design process. It involved problem identification, setting goals, conducting user research, developing personas, designing user flow, and finalizing the design. The experience reinforced the importance of user-centered design in creating effective, satisfying experiences. Despite challenges, I learned several key lessons, including:
Validating assumptions is crucial to ensure the solution meets user needs and expectations, preventing errors and focusing efforts on real user requirements.
Effective UX research interviews require asking neutral, open-ended questions to avoid bias and ensure reliable data.
By applying a standardized design system with guidelines for typography, color, spacing, and layout, I learned how crucial consistency is in UX design. It builds trust and helps users navigate the interface more smoothly, improving the overall user experience.
In conclusion, I learned that UX design is an iterative process of refining designs through testing and feedback to achieve the best result.
