Farmshare
Farm-to-Consumer Online Shopping Experience
Project type
Website redesign project supervised by Farmshare CEO
My role
Contribution
User interviews
User journey mapping
Ideation
Paper prototype
Low-Fi/Hi-Fi prototype
Iterations
UX Researcher
UI Designer
Duration
8 weeks for internship
Tools
Figma
Adobe
Microsoft
OVERVIEW
Background
The farm-to-consumer market is evolving rapidly, with more people seeking direct access to fresh, locally sourced products. As this trend grows, new challenges emerge regarding user engagement and online shopping behavior. Companies like Farmshare are pioneering this movement by connecting consumers directly with farms across the U.S. But the question remains:​
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How can we enhance the online shopping experience to increase user engagement and streamline the purchasing process on Farmshare’s platform?
Product preview
RESEARCH
Interview & usability
We began by conducting surveys with a diverse group of people to understand their need for local produce and to identify the food shopping websites and apps they currently use. In addition, we held interviews with both new and existing Farmshare users and conducted usability tests of the current website to gather insights.
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Our findings revealed
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90% of users wanted easier access to local products
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45% of new users, trust and transparency were key concerns
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60% of returning users expressed a desire for more personalization
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Returning users wanted quicker access to repeat purchases
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Additionally, many users felt overwhelmed by the website’s design, highlighting the need for clearer navigation and less clutter
Opportunities
This revealed multiple opportunities to enhance the platform, such as integrating an interactive map to help users quickly locate local products. We also focused on improving the shopping experience by simplifying navigation for food categories and product searches. Additionally, we implemented personalized product recommendations for returning customers and clarified shipping fees and delivery details to minimize confusion.
Persona
In defining our target market, we analyzed the interview data and discovered that users predominantly preferred mobile over desktop for online shopping. To gain a deeper understanding of the users, we developed user personas and created user journey maps.
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DESIGN PROCESS
Ideation
We began the design process by focused on a mobile layout to effectively connect with our taget users. We also emphasized the importnace of a clean design, images that enhanced credibility, and the inclusion of an interactive map as essential features.
Wireframes
Home Page
Product Page
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We then developed clickable prototypes for usability testing. Based on the testing findings, we iterated the design before moving to the high-fidelity design stage.
"My eyes are wandering around the home page as I scrolled. Could it be more simplified?"
"I had trouble finding the shipping costs, it would be more helpful to have information prior to checkout."
"I would like to be able to search by my zip code as well as my state on the interactive map."
Hi-Fidelity Design
After reviewing the feedback from the tests, we utilized the existing UI design as the foundation for the hi-fidelity prototypes. Below, are some key frames created for the home page and product search page.*
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*Viewing layout for new customers
Home Page
Hero
Body: Categories
Body: Process
Interactive Map
Body: Values
Body: Values
Body: Values
Customer Reviews
Body: Imagery
CTA
Footer
Product Page
After Choosing Product
Description
Shipping Information
Customer Reviews
Farm Information
Footer
USER TESTING
Usability testing & iterations
Once we had the prototype, it was time to put it to the test. We conducted usability testing sessions, where users interacted with our design providing valuable feedback. In addition, we ran A/B testing to compare different design variations and identify which elements improved user engagement and satisfaction.
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First iteration was adjusting the Hero image and slogan
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Second iteration was testing which layout was best for reading/skimming values of the company
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Third iteration was seeing if users liked a gamified portion of home page compared to standard CTA
Testing feedback
Task performance:
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Users easily located and ordered products like pork and tomatoes
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Homepage impressions:
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Ratings for likelihood to order food ranged from 3 to 5 (likeliness of ordering food from Farmshare based on home page)
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Trustworthiness:
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Users appreciated the transparency with photos and reviews, but some felt hesitant due to limited reviews of Farmshare's unfamiliarity
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Additional notes:
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Users liked the clear flow and design of the homepage, especially the "How it Works" section
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Users understood Farmshare is a marketplace connecting customers with local farms, valuing transparency and supporting sustainable practices. However, there was some uncertainty about Farmshare's brand credibility and product delivery methods.
TAKEAWAYS AND NEXT STEPS
We conducted a testing launch to assess the new home page, information architecture, and checkout process. We received significant positive feedback from both new and existing users, who valued the enhanced navigation and the simplified product search.
Results and Metrics
The impact was significant: we saw a 30% increase in user engagement, a 25% decrease in bounce rates, and improved conversation rates. Our design not only met user needs but also drove business success.
Takeaways
Communication: As a key takeaway from this project, I learned that effective communication was essential for success, especially in a startup environment where direction can often be unclear. Initially, our focus was meant to be on the vendor onboarding pages, but we pivoted to prioritize user interaction. Collaborating with team members across different time zones, including coders and the marketing team, required careful scheduling of meetings to ensure everyone was aligned and could provide accurate information for our project. This experience reinforced the importance of clear and consistent communication in achieving our goals.
Flexibility: About a month after we completed our project, the CEO and founder chose to take the company in a different direction. It was insightful to observe the behind-the-scenes dynamics of a startup, particularly the realization that one cannot become too attached to an idea that seems best for users if it doesn't align with the overall vision for the business. This experience served as a valuable learning opportunity, as it highlighted that what I think is best may not actually align with the intended goals or the needs of the target market.
Next steps
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Conduct further user research
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Gather additional feedback from users to better understand their needs and preferences for future iterations of the platform​
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Cross-team collaboration
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Create a communication plan to improve coordination among team members, ensuring alignment on project goals and timelines​
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Staying agile and adaptable
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Remain open to pivoting project goals based on new insights and market conditions​
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