Farmers Market – Discover

In this article, I will explain my approach to the first phase of the design process and show you some examples from the Farmers Market project. The first phase of the design process is critical to the success of the project, as it lays the foundation for the entire design process.

1. Chill

When you get a new project, it’s tempting to dive right in and start designing. But before you do, take a deep breath and relax. It’s important to approach each project with a clear and relaxed mind.

While it may sound counterintuitive, taking time to relax, have fun, and let your mind wander can actually be a helpful first step in the web design process. I know that design is a fast-paced industry, and deadlines can be tight. But rushing into a project without taking the time to think things through can lead to subpar results. 

So, whether it’s a cup of coffee, a gin and tonic, or whatever else helps you unwind, take the time to relax before you start designing.

“ It’s time to take a chill pill and stop taking design too seriously. Giving some personality and humor to your designs can make them more memorable and engaging.”

2. Make a plan

The first step in the project is to define the project steps. This involves breaking down the project into smaller, manageable tasks. Some of the tasks in Farmer’s Market project included analyzing the current website flow, conducting user research, and creating a user journey.

* Process Diagram for Farmers Market Project

3. Discover  

In Farmer’s Market project, I approached the discovery phase by conducting user and competitor research to understand the needs and preferences of buyers and sellers, as well as the strengths and weaknesses of similar marketplaces. Through surveys and interviews, I identified pain points and opportunities for optimization.

Additionally, analyzing the existing website flow allowed me to improve the design by addressing usability issues and creating a more seamless user experience. The discovery phase was crucial in informing my design decisions and creating a website that met the needs of both buyers and sellers.

a. Discover User

In the discover user phase I focused on understanding the needs and preferences of buyers and sellers of local groceries. To achieve this, I conducted user interviews to gather information about their experiences and pain points.

Some of the questions asked during the interviews:

  • Could you tell us about your current schedule and how you manage your responsibilities along with food shopping ?
  • How often do you order food from a local farmers? When you do, what is your motivation for doing so?
  • When was the last time you bought food online?
  • What frustrates you the most when it comes to delivery and ordering?
  • What is your (first) impression of Online Farmers Market?
  • Where and when do you think someone would use this website?
  • Do you have any experience with similar websites?

I expected to learn:

  • When, why, where and how often people order food from local farmers? This helped me identify users expectations, or possible competitor
  • What is important for customers? Is it price, quality, reliable seller/customer, delivery time and type, ritual, well being, discounts?
  • How are users reaching their goals by using the product? This allowed me to identify users habits and motivation on buying from local farms.

As part of the task, I created journey map for the customers. Ideally, I would also create a journey map for sellers and see if there are any patterns between them.

* User journey map

b. Discover Competitors

During the discover competitor phase I conducted a comprehensive analysis of both direct and indirect competitors in the market. This involved examining the websites and online presence of similar farmers markets, restaurant delivery services, and organic food websites. Through this analysis, I gained insights into their strengths and weaknesses, and identified opportunities for differentiation.

I expected to learn:

  • How the competitors position themselves in the market?
  • What the competitors do well, and what they could do better – their strenghts and weaknesses?
  • What are the gaps in the competitors’ products?
  • Identify opportunities where product can stand out and make itself unique

c. Discover the flow

In the case of the Farmers Market project, I conducted an analysis of the current website flow, focusing on the user journey from landing on the homepage to making a purchase. I identified several areas for improvement:

By improving the website flow, I was able to create a more seamless and user-friendly experience for buyers and sellers on the Farmers Market website. This helped to increase engagement and drive more conversions, resulting in a more successful and effective website overall.

* Website Flow

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