Plenty
The process of designing Plenty, an app that connects local farmers
to consumers.
Actors and Competitors Map
The process began with the research empathy phase, where I investigated the key players and competitors in the market to perform benchmarking. I analyzed user reviews, explored their apps, and extracted potential ideas for the app. These are some examples of the findings:
Desk research — User feedback
In this stage, I read several positive and negative reviews that allowed me to understand the current issues with existing market apps. Here are some of them:
Points of View
Using this information, I revisited the brief to understand the needs of each user, clearly identifying two: the consumer and the farmer.
Once these two types of users were defined, it was necessary to give each of them an identity.
Personas
Let me introduce you to Emma, a 27-year-old digital nomad:
Emma, 27, is a digital nomad from Canada, currently living in Byron Bay, Australia. As a freelance graphic designer, she enjoys a flexible lifestyle but struggles to find reliable sources of fresh, local food while moving frequently.
And now, meet Wilson, a 52-year-old farmer:
Walter, 52, is a small-scale farmer from Byron Bay. Dedicated to sustainable farming, he grows organic fruits and vegetables but faces challenges reaching new customers.
Low-fidelity Prototypes
Once the personas were defined, I began sketching different prototypes on paper.
Since there were two distinct user types, I understood the need for two separate user flows to address their specific needs. Using the Crazy Eights technique, I designed initial layouts and began shaping the app analogically with the main flows.
Wireframes
After sketching the flows on paper, I created digital wireframes to get a clearer view of each functionality. While some layouts evolved, the core flows remained the same.
High-Fi Prototypes
This process allowed me to visualize and refine the app’s interface elements, such as colors, icons, images, and the app’s tone.
The app ultimately has four main functionalities:
- Map Function: Allows users to search for fresh food in their area by location.
- Search: Enables users to search for specific products or farmers by keyword or location.
- Messaging: Facilitates communication between users, including the ability to ask farmers about their products.
This was the process of designing Plenty app.
Thanks for reviewing the project!
