graduate school · UI / UX DESIGN
ABOUT THE PROJECT
- The involvement of brokers jeopardizes local food systems. Farmlinker is a direct trading platform for local communities that enhances food security by minimizing broker intervention and connecting local farmers, consumers, and drivers.
OUTCOME
- Facilitated direct trading between farmers and consumers.
- Based on usability testing, reduced input steps from 20 to 10 and task time from 24 seconds to 15 seconds
and added a voice input option, reducing manual entry fatigue for multiple product registrations.
DID YOU KNOW THAT?
Brokers' Intervention Makes Local Food Systems Insecure
Is it possible to minimize broker involvement
in the local food supply chain?
DESIGN SOLUTION 01
We connect local farmers, consumers, and drivers
to reduce traditional distribution steps
Wait, have you selected your role?
Before you start,Join Farmlinker Community!
01
FOR LOCAL FARMER
Are you ready to sell your organic produce locally?
02
FOR LOCAL CONSUMER
Bring local healthy food to your table!
03
FOR LOCAL DRIVER
Want extra income? Deliver or recycle!
DESIGN SOLUTION 02
We motivate local participants by incentivizing
eco-friendly actions with reward
RANKING SYSTEM
The more eco-friendly activities you do,
the more benefits you receive!
HOW I GOT TO THE SOLUTION
SECONDARY RESEARCH
The food supply chain encompasses the processes
that bring food from farms to consumers.
And this food supply chain has problems
Brokers' involvement causes these problems,
particularly negatively affecting farmers, consumers,
communities, and the environment.
Farmers
- Economic difficulties
- Overproduction and waste of food
- Limited market access
Consumers
- Paying a high price
- Consuming lower quality food
- Potential health risks
Environment
- Increase in greenhouse gas
- Land degradation, water pollution
- Food waste and resource waste
PERSONA & USER JOURNEY
Farmlinker connects local stakeholders directly,
by provding an online direct trading platform.
Farmlinker Mobile App
I created a prototype and conducted usabiliy testing
for the key features of each role.
Usability testing allowed me to identify pain points
in the flows for farmers, consumers, and drivers.
Based on usability testing, I revised the user flow.
The biggest achievement was reducing the farmer's
product registration process from 11 steps to 5 steps.
UI Design Exploration
I presented three UI styles, chose the third based on user feedback,
and unified it for drivers and consumers.
Final Selected UI
I addressed the issues identified in the third style,
improved color contrast, and enhanced information clarity.
Style Guide
After selecting the final UI style, I created the remaining
elementsand developed a corresponding style guide.
🙏🏻 I would like to express my gratitude to Siddhi Sakhare for discussing the direction of the project with me and for following my lead so well.
What I've learned
🌟 Throughout this project, I learned several critical lessons that have enriched my understanding of UI/UX design and product development:
1️⃣ Farmlinker taught me the importance of systematically navigating the design process. By breaking down the problem into its constituent parts, I was able to identify key pain points and devise targeted solutions for our target users—local farmers, consumers, and drivers.
2️⃣ The iterative nature of design became evident as we continuously refined our solutions based on feedback. Usability testing played a crucial role in uncovering areas for improvement, guiding us towards a more intuitive and user-friendly experience.
FINAL DESIGN
GREEN CERTIFICATION
Using the data and insights gathered from the previous steps, I designed the optimal solution for the user. I believe that my proposed design efficiently solves the user's problems.
