The Crofty app provides a unique, first-of-its-kind 'Virtual Farm-walk' within an interactive gamified experience to shop for fresh produce and get it home-delivered.
Project Overview
Consumers are becoming increasingly conscious about the food they consume, from where it comes to how it is grown and processed. This community focuses on a place to find genuine produce directly from farmers and deliver fresh fruits and vegetables, meats, seafood, etc., to your doorstep.
This one-place stop connects health/food lovers with farmers to get their hands on fresh produce, and authentic food and wants to be involved with the farmers. The app makes it easy to connect and reach farmers around your area or order produce from a farmer who lives in a different state.
Team
Kudrat Singh, Preeti Sharma, Zed Huang, Mohana, Heidi
Tools
Figma
Role
UX Design
UX Research
Timeline
10 weeks
Problem
How might we create an innovative and interactive community that aims to connect farmers directly with consumers to obtain fresh, authentic, organic produce, eliminate the inconvenience of going to the farmer's market/grocery store, and promote a healthier diet and way of life?
Goals
Make the solution
Interactive and engaging for the users.
Convenient
Transparent
Solution
Crofty is an innovative application that provides a unique and unprecedented virtual farm tour integrated into an interactive gamified shopping experience for acquiring fresh produce with the added convenience of home delivery. The gamified experience is designed to be highly engaging for users who enjoy shopping and gaming simultaneously. In addition, the app includes a variety of exclusive incentives and reward programs to maintain users' engagement.
Immersive
Co- shop
Research
Value Proposition Canvas
App Prototype
We created a rough prototype for our application to test with our users. We made a rough wireframe of how we intend our app's interfaces to look. We conducted user and usability testing with our users, around 10-12 in number, to see how they interact with the interface.
Usability Testing
Lo-fi wireframes to test the usability of the prototype with university students. This test helped us understand any shortcomings in the user flow. This workshop helped to improve the flow of our wireframes.
Connect
Fit Analysis
Conscious meter
Rewards
After finalizing the topic, the team rolled out surveys and decided to conduct interviews with selected customer segments, such as enthusiasts and conventional shoppers. The primary research unveils what the customer "really" wants and expects from a service or product. It provided us with much information on what they would like regarding an online shopping experience.
Our team rolled out surveys and conducted user interviews for our preliminary research to understand what our users really want. We used Google to do our surveys, got around 41 responses, and interviewed about 11-13 users. These responses were recorded and analyzed to receive some quantitative data. This data shed light on the top grocery apps and retail stores people used or visited. We also retrieved essential data on the average amount spent on groceries, how many are passionate about fresh and organic etc.
Interviews and Insights
Reframing the user interface
User feedback is integrated into the existing prototype
Reflections
The journey of working on my UI/UX project was a thrilling rollercoaster ride that I thoroughly enjoyed. It pushed me outside of my comfort zones and challenged me to think creatively and critically. Ultimately, it helped me create something that I'm immensely proud of. Overall, the experience was a valuable opportunity for personal growth and development, and I'm grateful for the lessons I learned along the way."
