DESIGN / PRODUCT / UX — September 2020
Farmcrowdy Foods is an online marketplace that allows users, both individuals and businesses, to conveniently purchase highly affordable fresh organic food, meat products and groceries direct from the comfort of their mobile devices.
Farmcrowdy Foods was developed primarily to address existing problems in the Nigerian agriculture and food supply value chain. In essence, find a way to promptly deliver organic groceries to shoppers at an affordable cost?
A vast majority of city-dwellers rely on purchasing their food products directly from local wet markets like Mile-12 and Oko-Oba abattoir. These markets largely do not adhere to standard hygienic practices and safety precautions thus increasing the risk of contaminated food, unfit for human consumption, being sold to the public.
Also to be considered is the lack of a formal distribution framework which leads to food being transported via informal means and contributes to food waste and increases the risk of spreading deadly diseases including
Cholera, Salmonella and COVID-19 amongst others.
Roles and Responsibilities
Product Design, Visual Design and Brand Strategy, User Experience Design, User Research and Product Development, defining revenue model and messaging look and tone.
Users and Audience
User research was conducted to determine the demographics of potential consumers — their needs, expectations, and motivations to shop online for fresh organic food and groceries.
Scope and Constraints
The platform needed to allow users to do the following:
I started by researching similar products like Amazon’s Whole Foods and Instacart to compare the UX flows, feature sets and interaction choices.
We created a user research survey and conducted open-ended user interviews to understand user pain points and empathize with them. We focused on the meat selling section of the app by first visiting local abattoirs and talking to the meat sellers.
We then developed a survey targeted at our identified core user base including young professionals and housewives, asking questions about their decision-making process when buying meat. We utilized the findings of the primary and secondary research to better understand the personas of our potential target segment.
The data collected from this stage helped us define our brand strategy and decide which products were most advantageous to hold on our inventory as well as informing us about the buying preferences and habits of our target market.
Cross-section of survey responses:
Screens from the final design
Here are some screens from the final product.
A high-fidelity prototype was created using Figma
The Farmcrowdy Foods app landing page is available at https://foods.farmcrowdy.com
Proposed Future Features
What have I learned?
Researching, designing and evaluating Farmcrowdy Foods was a great learning experience. In a limited time, we came up with a simple yet effective solution based on effective user research, testing and feedback as well as
deep collaboration with my teammates.
The user surveys we conducted helped us shutter a number of the initial assumptions we had made regarding user behaviour and helped us sharpen our focus on a core number of features that were designed and implemented in
the final version of the app.
Within 10 weeks of launching the product, we had onboarded 2,000 users and fulfilled over 600 unique orders with a total combined value of $34,000.