BRIEF

Bay Fresh is a web-based application aiming at connecting locals to the best quality produce available in San Francisco Bay Area. The project is a collaborative school project with a team of three people.

MY ROLE

  • User Researcher
  • UX Designer
  • Project Manager
  • Team Lead

DELIVERABLES

  • Project Plan
  • User Research Report
  • Use Model Flowchart
  • Personas
  • Wireframes
  • Prototypes
  • Heuristic Evaluation

INITIAL PLAN

DESIGN A FARMER'S MARKET E-COMMERCE WEBSITE

Farmers

Farmers

Post and sell your produces online to locals in the bay area. Advertise your produce, reach larger audiences, and boost your sales and business.

Bay Fresh

An e-commerce website connecting farmers and locals in the bay area.

Customers

Customers

Search online for local and fresh produces around you. Order your produces online and have them delivered to your home.

USER RESEARCH

USER INTERVIEW

To better understand the needs of our targeted users, we visited several farmer’s markets in the bay area and conducted onsite interviews. Our interviewees include both the vendors/farmers and the customers. We shared our initial plan of the project and asked people essential questions regarding their experience at the farmer’s market, such as “What are your pain points at the market?”, “Why do you go to a farmer’s market instead of a grocery store?”, “How often do you go to a farmer’s market?”.

FINDINGS

We thought people would love the idea of joining a farmer’s market e-commerce website, but what we have found were actually against our hypothesis:

“We want people to come to the market, go to our booth, grab and smell the freshness of our produce.”
--Farmers/Vendors

“We enjoying buying fresh produce at a farmer’s market. I can see the food and pick them myself.”
--Customers

It seems that both the farmers and the customers would prefer a physical market rather than an e-commerce website when it comes to selling and buying fresh produce. In addition, we also found that both parties (farmers/vendors & customers) have their pain points and problems at the market.

PROBLEMS FROM FARMERS/VENDORS

  • Sell as many produces as possible at the market.
  • Attract more customers to their booth.
  • Educate customers on high-quality produces that are fresh and organic.
Vendor Experiences

Vendors’ experiences at a local farmer’s market

PROBLEMS FROM CUSTOMERS

  • WHAT: what produce are available at my local farmer’s market? Are they in season?
  • WHERE: finding my targeted food is very time-consuming. Where can I find what I want at the market?
  • WHEN: when was the produce harvested? Were they locally grown and who are the growers?
Customer Experiences

Customers’ experiences at a local farmer’s market

SOLUTIONS

To better serve the needs of our targeted users (farmers and customers), we’ve decided to:

PRODUCT GOALS AND FEATURES

GOALS FEATURES
Become well known for having the best selection of accessible fresh produce to locals. Section of featured produce and section of categories (vegetables, fruits, meat & poultry, seafood, food vendors) available at home page and top navigation, show items based on closest distance.
Improve on quality assurance of produce and certified growers services throughout time. Require authentication from every farmer and organic food. Application form will be submitted for review.
Educate consumers on what “high quality” entails. Create a separate page of “What high quality means” to educate users on the definition and meaning.
Create community among consumers and farmers in the bay area with great customer service support. Allow every consumer to see farmer’s profile and reviews. Allow message function in the app.
Help consumers locate what they want and check their shopping list at the market. Create detailed market information with vendor map for every produce. Allow “add to list” function for every produce and enable list and map download after login.

IDEATION

USE MODEL FLOWCHART

Click to download the chart below

Flowchart Bay Fresh Fan Sun

WIREFRAMES

Wireframes Bay Fresh Fan Sun

DESIGN

Homepage

Login

Screen Bay Fresh Fan Sun


Customer Dashboard

Screen Bay Fresh Fan Sun


Produce Page

Screen Bay Fresh Fan Sun


Categories-Vegetable

Screen Bay Fresh Fan Sun

PROTOTYPE

HEURISTIC EVALUATION

To validate the design of the prototype, we conducted heuristic evaluation amongst 11 technically proficient individuals. Our evaluation included a list of 11 tasks that were essential to users’ experiences of the product and in relation to these tasks, we documented:
1) The time it took for users to complete a task.
2) Number of clicks users took to complete a task.
3) The struggles users faced.
4) Notes from the observers regarding users’ experiences with each task.

Heuristic Evaluation Form

Evaluation Example (click to expand)

FINDINGS FOR FUTURE IMPROVEMENTS

  • Produce on sale: people couldn’t associate “Specials” with “Items on sale”.
  • Vendor map: users took lots of time finding download area of vendor maps.
  • Shopping list: the shopping list icon looks like a shopping cart rather than a checklist.
  • Market information: users couldn’t find signs of market information and didn’t find it intuitive to locate this section under “About”.