Intuitive app for farmer’s markets, produce, and recipes.
Project Overview
Description
Source. is a digital product designed to support people wanting to enliven their farmer’s market experience by efficiently discovering markets in their area, the produce that is sold at each market, and recipes they can use with the items bought.
My Role
Prototyping
Usability Testing
Storyboarding
Problem Statement and Challenges
Problem
30-40% of food supply goes to waste
I used to work as a farmer and have learned that many customers didn’t know how to use all the produce we would sell. A lot of the food we sold would go to waste.
Solution
Source. is an app that helps users discover farmers markets in their areas. It also educates users on how to store, prepare, and use different types of produce while proposing recipes as a way reduce food waste.
Design Process
Research
Discovery
Design
Iterate
User Interviews
Secondary Research
Competitive Analysis
User Flow
User Persona
Wireframes
Sketching
Mood Board
User Testing
Prototyping
User Testing
Research
Understanding shopping habits
Hypothesis
Goals
For me to gather qualitative data I needed to know the practices people had around shopping for locally grown produce. I conducted 5 interviews with farmer’s market shoppers.
People waste produce because they lack the knowledge of how to use produce to its fullest potential.
To understand their habits for buying and eating locally grown food from farmers markets
Learn how people use produce they purchase at farmers markets or through CSAs (community supported agriculture)
Learn the practices and habits around discarding produce
Affinity Mapping
I chose to map out my findings from the interviews. I learned that there was a connection between the habits, use and waste of produce.
Insights
People wanted different recipe options with a new/familiar ingredient.
People wanted to know more about the vendors and their products before attending markets.
People lacked skills around how to store and preserve items.
User Persona
To dig even deeper, I put myself in the shoes of my interviewees and created a user persona.
Understanding Sam’s pain points, I created a site map that would support Sam in finding types of produce different markets are selling, information about vendors, and recipes to cook with.
User Flow
Competitive Analysis
Before designing, I looked into several mobile apps that were doing similar things to what I had envisioned. This helped me draw inspiration from them to create a more flawless app.
Wireframes
Guerrilla Usability Testing
Testing with 5 users randomly selected at a cafe, I learned that the discover page was too confusing.
Discovering markets and
produce was unclear.
Simplifying the page allows
users to search for markets
that carry produce they are
looking for.
Market Page
Discover Flow
Discover Markets
Interactive Map
Market profile page
Identify Flow
Camera
Info about produce
Recipes
Recipe
Wireframes helped me to conceptualize my design choices. Testing my wireframes with users
Color Palette
Source. brand evokes familiarity, comfort, ease. I chose these colors to allow the images to stand out and provide a cozy experience.
Verdigris
#5FB5B2
Raisin Black
#16131C
85BEF5
White
#FCFBFA
85BEF5
Colors Meet Accessibility Needs
Mood Board
Final Prototype
Project Learnings
People want to reduce waste if given the right tools and knowledge.
A simplified app means users have more time to learn new skills.
Users can learn about each vender and what they have to offer.
Users can toggle between information about a particular item.
Users can find the best recipes to satisfy their flavor pallet.
An interactive map makes it easy to discover farmers’ markets in the area.