TURN-UP

B2C

Web-App

UI

Helps deliver local produce to consumers interested in supporting local agriculture

TURN-UP

Turn up is a platform that helps connect consumers interested in buying local produce with local farms, where they can have the transparency of what farms have to offer, and have local produce be easily accessible and delivered to them. 
ROLE

Product Designer

User Research,

TIMELINE

3 Week Sprint,

Feb 2020

MOTIVATION

A B2C Passion project

TEAM
Nelson Diaz- UI Designer

Katherine Chester- UX Researcher

Exploring The Problem

THE PROBLEM

There was a problem with how can local farmers better connect with their communities, and how can consumers access local produce? There was a lack of accessibility to local produce.

PROPOSED SOLUTION

We thought the initial solution to that problem was to create an app that brings small-scaled farms to online platforms to help consumers support local agriculture and help small-scale farms get exposed to the business.

We started by conducting a competitive feature analysis to find where we can better provide the most value and stand out.

LOCAL

DELIVERY

PICK-UP 

NON-LOCAL

Comparators

Competitors

01  Few competitors offer local produce with reliable  delivery dates that fits to users needs.

02  Major grocery delivery services lack transparency of where they get their local produce.

 
Area of Focus
There were two sides to the problem, the local farms POV and the consumer’s POV, We decided to focus on the consumers POV for this sprint as it will fit within the project timeline and user recruitment will be less time-costly 
TARGET AUDIENCE
Our target-user where consumers who want to buy local produce and support local agriculture, we made sure to recruit users who met the criteria, we looked for users who use grocery delivery services and users who buy local produce.
01

Screener Survey

16 Participants

02

Interview

5 Users

03

 Synthesize

Pain points & needs

Synthesizing 
Data
 
Persona Development

EVE, 30

GOAL

Support her local community vendors and have the convenience of grocery delivery. 

NEEDS

Transparency about what farmers have to offer.

PAIN POINTS

Does not have easy access to farmers markets.

Design Challenge

How might we help Eve buy from local farms

without sacrificing the convenience she receives through delivery services?

Ideation
What'll turn up solve?

01 Turn-up will bridge between local farms and consumers so they become easily accessible.

02 Turn-up will help

farmers meet the demands of today's online growing consumers.

03 Turn-up will help consumers support their local farms without sacrificing convenience of delivery services.

Design Studio
Outcome

After several rounds of design studio, we were able to bridge between research and design we were able to decide on the best solution based on Eve's needs. 

Farms Landing Page

Produce Landing Page

Guest Checkout

 
INSIGHTS

The tasks given to users were completed successfully, but we noticed some observations contrary to the what the user's expressed

Usability
Insights

01

02

Checkout wire-frame in mid-fidelity

01

User were confused by the tabs at the top, and didn't make sense of where they were.

02

User's priority was to see delivery times and availability  before entering all information.

MID-FI 

HIGH-FI 

CHANGES MADE:

01  Added easy access to delivery times in the utility navigation as users expressed that this is the deciding factor for purchasing.

02  Added home page to the primary navigation and added relevant page content that users searched for, the primary navigation content will need a card sort testing later.

MID-FI 

HIGH-FI 

CHANGES MADE:

01  Prioritized delivery dates to be on the top of the checkout process before filling out information as the users have expressed they don't want to go through the effort of filling information if the delivery time is not suitable for them.

 

02  Iterated to fit all checkout sections into one page rather than tabs, and have the order summary on the right corner when filling their information.

Iterations

Based on our findings and observations from our usability testing, we iterated it in our mid-fidelity and made necessary changes

CHANGES FROM MID-FI TO HI-FI

We incorporated usabilities best practices like providing users instant feedback into our high-fidelity iterations along with the insights gathered from Mid-fidelity.

Developer Hand Off

After finishing our high-fidelity mock-up, We translated our design into UI detailed specifications doc for it to be ready to hand-off to developers.

USERS INTERFACE HAND-OFF

After finishing our high-fidelity mock-up, we started working on the user interface specifications document

- Disabled state /field
- Pill buttons [tags]
-Illustration elements
-Secondary Navigation

- Active state
- Drop down button

- Illustration icons
- Titles
-Main text content
-Headlines
-Sub titles

-Background color
-Field color
-Text color for buttons/ headers/filters/ primary navigation

-Accent color hover

-Background color for headers and titles.

-CTA buttons

Groceries landing page detailed measurement

TYPOGRAPHY 

H 1

FRUITS/ VEGETABLES/ MUSHROOMS

Poppins- Bold/ 36 px /  54 px Leading/ #FFFFFF

H 2

Add to Cart

Cabin- Bold/ 24 px / 29 px Leading/ #FFFFFF

Product label text

Apples- Strawberries- Oranges...

Cabin- Bold/ 24 px /  29 px Leading / #FFFFFF

Takeaways From
This Project

01

What would I do differently next time?

View full case study How UX Impacts Everyone here 

Usability testing isn't just about users failing a task. It's also about observing their behaviors and struggles and those little-details. I wish we observed more during low-fidelity testing. 

02

Designing to create an Impact

When we created this passion project, our main goal was to focus on how to provide impact. We saw that this competitive advantage from both a business perspective and a consumer's perspective. 

03

Next Steps

For the next iteration, we will need to test hi-fidelity and iterate based on findings, as well as improve products UI. Conduct user interviews with small scale farmers and focus on the problem space from the farmer's stand point.

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Made with Love © 2019 Mariyam Elshrief