Su Pin

Service Design / Product Design / User Research

In this project, we used the methodologies of service design to conduct a series of research, analysis, and insights on stakeholders such as producers, operators, and consumers of organic agricultural products, to refine design opportunities, and to develop into a digital product.

Client

Organic farm product sales group

organic farm product purchase group

Year

2018

Structure

01

We drew customer journey map and persona base on the needs of operators and consumers, summarized and sorted out core requirements through an affinity map to gain insights into design opportunities. Use these opportunities as a basis to develop prototypes of service and application.

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Research

02

We actually visited specialty stores and farms of organic agricultural products, and used non-participatory observation and semi-structured interview methods to understand the behaviors and pain points of producers and consumers.

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Persona

03

From our research data, we divided customer of organic agricultural products into three ethnic groups and listed their characteristics, behaviors, and needs.

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Customer Journey Map

04

Using the customer journey map, we can analyze the factors that affect the experience in each stage in a more visual way.

customer-journey-map

Affinity Map

05

We sorted out these pain points using the affinity map to find out more core problems.

affinity-map

Design Opportunity

06

According to the core problems by the affinity map, we have found some design opportunities.

opportunity

Features

07

After the previous research and analysis, we have defined some main features in our service to solve the aforementioned core problems.

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Pre-Order & Contract

  1. The pre-order function enhances consumers’ shopping protection and enables producers to sell products at stable prices

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Group Buying

  1. Use the shared shopping bag function to promote the group purchase rate and increase the order volume

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Platform Authentication

  1. Help consumers judge the quality of the store by adding store ratings and platform certification mark functions

  2. Add online payment to increase shopping efficiency

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Organic Exclusive

  1. More information on organic stores and products

  2. Personalized recommendation, filtering, and search functions help consumers find the products they need faster

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Social Community

  1. Allow small farmers to share the current status of the farm and directly interact with consumers, help them understand the farm’s environment and planting conditions, and strengthen the connection between small farmers and consumers

Service Blueprint

08

We have built a service system including the customer-end, front-end and back-end, and map out the interaction between them.

service-blueprint

Information Architecture

09

We converted the service into the information architecture of the digital product and added some commonly used functions in the application to complete the product.

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UI Flow

10

Then we drew each corresponding user interface according to the information architecture and used arrows to indicate the interaction between these pages.

ui-flow

Usability Testing

12

With the high-fidelity prototype, we solicited some users and usability experts for usability testing. The test has two phases. First, use the typical task method to find usability problems, and then use semi-structured interviews to understand the subject’s views on the service.

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