Homegrown is a location-based web app that bridges the gap between people and their food source. This is possible through rebuilding the connections that have been lost in our neighbourhoods, and fostering communities where neighbours can share knowledge, gardening space, and even food.

Before diving straight into my user research, I mapped out the most important questions to consider while gathering insight through the competitor analysis and interviews.

I wasn’t able to find any current apps that match my concept, however I conducted an analysis of food-related location apps like Yelp and Happy Cow. I studied their marketing strategies and User Interface with a focus on the methods they use to attract users and encourage them to generate thoughtful content about local businesses. I also considered areas for improvement, such as finding better ways of building trust with users.

A series of interviews were conducted with people interested in increasing the amount of locally grown foods they buy and consume. Here are some of the most common findings:

The insight obtained throughout my research helped me to develop 3 User Personas. These guided me through the early design process in considering the unique needs and pain points of different users.

The heart of Homegrown is the search function that generates map-based results of nearby farms, markets, restaurants etc. where users can find locally grown foods.

For users that lack nearby purchasing options, Homegrown will also provide alternative options like Community Gardens and Garden Swap. The Garden Swap option is an exciting tool that connects neighbours so they can share tips about gardening, and swap tools, seeds and extra produce.

The Food Donation category encourages listings from anyone that has extra produce from their gardens or fruit trees that may otherwise go to waste. Users in need can browse this option to see if anyone in their neighbourhood is offering food on the app.

It was crucial to prioritize the needs of lower-income users when designing the MVP, in order to solve hurdles that would ultimately create a more effective tool for everyone.

Each page is designed for four different breakpoints, using a mobile-first approach.​​​​​​​