The Green Grocer App
I worked with four other designers, and I led the design team in the Synthesis-Problem Statement and Final Prototype stages. The Green was created to connect farmers and consumers, promoting sustainable agriculture and reducing carbon footprints.
Discovering Sustainable Farming Environment & User Needs
We conducted a desk research, survey and competitor analysis to know our users closer and also producers (farmers) and other brands on the market.
Some of the research findings that we obtained;
1. Usage of pesticide contributes to sustainability if the farmer used consciously.
2. Right use of fertilizers positively affects carbon emission reduction.
3. 33% of all food grown in the world is wasted.
Our component weaknesses;
1. No mention of carbon footprint.
2. No communication with farmer.
3. Not have dietary preferences.
Survey Highlights;
Shaping The Green Based on Research Results
From this study, we broke down the user by her attributes, pain points, motivations, goals and responsibilities. Also we shaped user journey map in order to make better designs in the ideation process by reflecting user feelings and thoughts, actions that she took and opportunities that she has.
User Persona
User Journey Map
Our primary objective was to focus around, map feature, user dietary preferences, seasonal products, Farmer's profile, carbon footprint pop-ups for local agricultural purchases.
Sketches that we created through ideation process
Improving The Green
In user testing stage we gave our users tasks to complete them based on some scenarios that we created. We implemented valuable user feedback such as buttons, cards and icons. Then, polished our prototype that puts users at the center of the experience with enhancing navigation and visuals.
Prototype before user testing
Improved prototype with user testing feeback
Improving Home Screen
The home screen showcases map, farms, featured products, seasonal offerings, and promotions.
After registiration to The Green user greeted by home page. We wanted user profile to be located in home page so they can psychologically feel like a they are part of The Green.
They can swipe through the map or if they want they can maximize it to view local products and view special offers for them.
They can check the suggested and seasonal products and explore the farms near their location. They also have quick access to checkout process and view their selected items from upper right corner.
Improving Farmer's Profile
From farmer's profile user views the badges that farmer has such as "Reliable Farmer" or "Quality Products".
They can read the farmer's story and farm reviews or they can access farmer's certifications and contact information in the same page.
Users have "in-app chatting" option to connect with farmer from upper right corner.
We also wanted to showcase the recommended products from the farm to guide users.
Improving Product Screen
By tapping any product, user can access the product page. We have product image with including product rates and price, also user have access to farm's page below the product badges.
User can view the product badges whether it's vegan organic or gluten-free.
They can read the nutrition facts and product description, rearrange the weight scale and add it to card.
User have multiple filtering option for the products such as product category, dietary preferences, and even allergenic factors.
Improving Community Page
We added community section to connects farmers and consumers who embraces sustainable lifestyle.
We have community bio under the page title to give information to the users.
They can join community forums to support each other and share tips, recipes and stories about their sustainable journey. They can leave a comment and like the post to interact with the others.
They can also invite their friends to The Green to show the community that they joined.
Final Design & Further Improvements
Every pixel, color choice, and interaction has been meticulously crafted to provide a seamless, enriching experience for both farmers and health-conscious consumers. In the coming chapters of this journey, I envision immersive experiences like virtual farm tours and innovations like blockchain integration to enhance transparency. Collaborations with environmental organizations and advocacy groups will amplify our impact, forging a path towards a greener, more sustainable future. Education will remain a core pillar, as we empower users to make informed choices through resources, workshops, and partnerships.
It's your turn to explore The Green!
