Farmly
Mobile App Design
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Farmly is a mobile app food delivery service aimed to help health-conscious consumers find an efficient and cost-effective way to access farm-to-table produce. Farmly allows users to order fresh groceries from local farms straight to their doors.
Bringing the Freshness

Our team observed a fast-growing market of consumers who are concerned and actively seeking out new ways to shop organic, ethically sourced foods.

In an effort to help these consumers, we designed a food delivery app that allows users to purchase organic, fresh produce from a local farm to their home.
My team had a few challenges ahead of us that we knew we had to overcome in order to make this idea come to life. 

Traditionally, consumers enjoy the physical experience of being at the farmers market - the ability to browse varieties of booths, the camaraderie among other shoppers, being able to speak directly to the farmers and owners who are actually producing the products they’re buying. 

At the time, there were very few direct competitors on the market for us to learn from, so how were we going to be able to successfully emulate the experience of a farmers market in a digital space? And how were we going to stand out from other major grocery delivery companies? 

In other words, how were we going to set ourselves apart from other companies while maintaining the convenience and ease of use those companies provide?
My Role

I worked alongside 3 other designers. We delegated work to each other based on specialities and strengths. A few of my main responsibilities included:
          
- Recruit and facilitate user interviews
- Synthesize insights and determine scope of problem
- Map out user flows and assist in completing high fidelity prototype
- Prepare a presentation deck for clients and stakeholders
Now...let's get into it!
Our Process
Farmly was completed over a span of 3 weeks. During the sprint, our team split the time into 4 phases: research, ideation, prototyping, testing. 
Phase 1: Empathize (Through Research)

Quantitative Research
We kicked off our research with a Google Forms survey to ask users about their current grocery shopping habits, whether they prefer farmers markets over grocery stores (and vice versa), and why they may favor one over the other. We had 19 participants, all between the ages of 20-40 years old who regularly shopped for groceries.​​​​​​​
We found from the survey results that although 63.2% of users answered that they want to shop at the farmers market. Interestingly enough, when those same users were asked to list out where they actually shop at, the answers were overwhelmingly all chain grocery stores.
The insights we gathered from these findings were that while users value shopping sustainably and supporting local businesses for fresh produce, logistics make it difficult for users to fully keep up the practice.
Qualitative Research
We wanted to hear from our users directly to more thoroughly understand their shopping behaviors and values. Our team set up semi-structured interviews with 5 users (ages 20-40) who all expressed interest in shopping sustainably and eating healthy

Our interviews sought to answer 3 main objectives:
1. How do users find local farmers to buy from?
2. How do users get organic foods?
3. What are the impacts of sustainable shopping?
We got really great insights from our conversations with users, and a common theme I saw was: sustainability is a pretty expensive lifestyle to upkeep, but users are usually willing to spend those extra couple bucks if they support where their money is going to. Users also really valued the food that they buy and do not want it to go to waste.

We found that our ideal user was going to be someone who really values knowing where their food comes from, enjoys the experience of supporting local businesses/farms, and is willing to spend extra on organic foods if they support where it comes from and knows it's going to be great quality and fresh.
Phase 2: Ideation
Time to put a face to this conceptualization!
Claudia Peters loves sustainable living and taking care of her houseplants. She wants pesticide-free food and likes knowing the source of her food, but is having trouble finding time to go to the farmers market to get the food that meets her needs.

What Now?
Once we determined who our ideal users were, we took a closer look at the insights we gathered from our interviews. In order to move forward, we had to answer 2 questions: what are our users telling us? And whats the problem that we want to tackle as a team?
I could clearly see from our research that consumers were needing an efficient, cost-effective way to purchase organic foods & wanted to feel connected to the people producing the foods. The problem they face is that they're struggling to find that cost-effective & convenient way to access farm-to-table products.

So what were we going to do to solve this?
Introducing....Farmly!
Taking a closer look at competitors 🧐

Before we could begin creating wireframes, our team wanted to first study up on our potential competitors. With the rise of grocery and meal delivery services, our team was a little surprised to see there actually weren't many super direct competitors to compare with. Nevertheless, we did end up taking a look at a few companies/organizations we determined would be our close direct competitors.

We tested out: the USDA directory of local farms, Simply Local, Whole Foods, and Imperfect Foods. 

With all competitors, we wanted to see if they had an app, if they helped reduce food waste, and if they had delivery/subscription services readily available to customers. 
Competitor Insights:
- Simply Local initially seemed like the most direct competitor to our product, however it turns out the company having an app was the only thing similar to Farmly. 
- Imperfect Foods and Whole Foods ended up checking off the most boxes, but ended up falling short on having an app and subscription services available, respectively.
Lots of brainstorming sessions later....
Feeling inspired by our user and competitor insights, we got to brainstorming ideas for product features. 

We utilized the "I like, I wish, What if" method to help us organize ideas into what was going to be the most feasible and useful features to prioritize.
So what are our goals with Farmly?
We came up with a lot of awesome ideas for the app, but given the timeframe we had (3 weeks), we needed to narrow our scope and determine our high-level goals. What was most necessary?
Now that we had an idea of what features we wanted to incorporate into our product, we moved on to create a user journey map for Claudia. This way we could better visualize the story we wanted to tell through Farmly.
The user journey would then lead us into creating a task flow and then a more detailed user flow to map out how a user would move through Farmly's features. 

We chose 3 main tasks to focus on: user survey during onboarding, browsing through farms and choosing one to shop from, and finally the shopping part itself (from item selection to checkout).
Phase 3: Prototyping
Bringing our ideas to life

We started our prototyping phase with paper wireframes. All four members of the group individually drew sketches of what we imagined the features to look and function like. Through dot voting, we decided on whose paper wireframes would be turned into the low-fidelity digital prototype. 
Before we could move on and spruce up our wireframes into a high-fidelity prototype, we had to first put our low-fidelity prototype to the test! What would users' initial reaction be?
Phase 4: Usability Testing

Given the pandemic times we're in, our work was all done completely remote. We conducted our usability tests via Maze and had users complete 3 main tasks plus a 5 second test at the very beginning to see if users would even know what the app is about.

We conducted testing with 16 users. We had users start off with a 5 second test, where we showed the splash screen quickly to see if users would know what the app was even about. 

Next, users were asked to perform 3 tasks: respond to the onboarding survey of preferences, add apples from Joe's Farm to their cart, and finally to check out with their groceries.
Lofi Usability Test Results
When analyzing our results from the initial usability test, we observed that users were having trouble with responding to the onboarding survey. The micro-interactions we had weren't as intuitive as we thought, and the system status wasn't visible enough to guide users through the process. 

When users were asked to add apples from Joe's Farm to their cart, we observed that users got confused with the large hero image we had on the home page of the "featured farmer" – users were trying to click all over the home page to get to Joe's Farm. Again, it was clear that our initial designs were not as intuitive to users as we expected them to be.
New and Improved Farmly

With the feedback we got from our first round of testing, we set out to make our app even better. The team put together the design system that would guide us while iterating towards high-fidelity. 

We decided our main colors were going to be Green and Beet. These colors would give our app an earthy feeling, to demonstrate that the food is fresh and straight from the ground.

One of our main goals was to keep accessibility at the forefront. We made sure to test our colors for contrast and color blind safety, as well as added icons and labels into our cards system to help developers add tab support on the keyboard.
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We also opted to build the app using cards because this way all the information would be stored in one unified place – a card can stand alone without relying on surrounding elements for context, and it is easier for the development team to build out.
Our iterations can be seen below (from low-fidelity to high fidelity).
We had noticed after our first usability test that our hero image on the home page was too big, and the layout was confusing. We conducted a second round of usability testing after adding colors and design elements to our prototype, and had users perform the same 3 tasks from before.
After our updates to the prototype, the results showed that users found the tasks to be easier and more straight-forward to perform. Our misclick rate dropped significantly!
Take a peek at our prototype below:
Looking Forward
What's next for Farmly?

I had a wonderful time working on this project with my teammates. We accomplished a lot in such a short timeframe! As we discussed what our next steps were going to be, the team came up with a bunch of great ideas.

There's potential for Farmly to expand from just groceries to meal kits, or even having groceries based on recipes chosen by users. 

On a higher level, we also discussed how in order to move forward, we'd need to figure out how to connect with farmers and the internal logistics associated with that. We could also see how there was the potential for Farmly to transform into a B2B platform – farms and restaurants/soup kitchens could connect with each other to help combat food waste. 

The possibilities are endless and we're excited to see where we can go with this idea!
Farmly
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Stephanie Tsou