UX/UI Design: Micro-Farm Responsive Desktop & Mobile Case Study

  1. Gain an understanding of what information and logistics users need to see before they can feel confident in their decision to sign up to host a farmlet.
  2. Improve the user experience and maintain the visitor’s interest by restructuring information and highlighting the benefits of Revolution Agriculture’s farmlet technology.
  3. Identify user drop-off points and areas of confusion through ideation, testing and iterations
  1. The goal in the first round of user interviews was to get a deeper understanding of who Revolution Agriculture’s host users are, their feelings and attitudes toward the product (Farmlets), what their experience is currently like with the website and what they are looking for through a revamp.
  2. We wanted to obtain a high-level understanding of what the users know about the vertical farming market and about how Revolution Agriculture operates as a new business within that space. Through this information we can determine what new information needs to be highlighted in the new design.
  3. Our team also wanted to establish empathy for the user, their motivations, goals and frustrations so that the design can be supportive around those needs. Those areas can become actionable steps the team can take to begin its design process for the revamp of the website.
  1. Users needed to see reasons of why they should host a farmlet
  2. Participants had frustrations finding general information on the specs of the farmlet when viewing the host a farmlet page
  3. Users wanted to see information on the produce/delivery
  4. There needed to be a channel for contacting and learning about Revolution Agriculture’s business and values
  • Highlight how hosting a farmlet gives hosts a passive income, is environmentally friendly, is a way to support local community and helps connect locals to healthy produce at an affordable price.
  • Answer questions on the payment methods, size of the farm, scalability, who the workers are and level of involvement when hosting a farmlet.
  • Have accessible information on the company’s mission and values, how to contact RA and a clear sign up CTA.
  1. Create a modern design that portrays our design principles of being unique, having transparency and quality assurance
  2. Utilize high quality imagery and media as well as highlighting key information about the produce and Farmlets
  3. Bring a sense of trust and professionalism that makes visitors want to sign up to host or have produce delivered
Redesign concept for the Homepage
  1. I learned how to establish a clear set of project goals within my design team and structure a project timeline when given hard deadlines. Within this project timeline we had designs and research artifacts to create, presentations to give to the client each week and user interviews/testing to conduct.
  2. I learned how to work with real clients and test real users. I learned how to better understand and communicate ideas to individuals by presenting design iterations through slide decks and having them participate in design workshop activities.
  3. Our team established empathy for the users and this was the foundation for our design decisions. Through utilizing a strong design process we created solutions that ultimately helped the users feel confident when signing up through Revolution Agriculture’s website.

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