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.
Organic farm product sales group
organic farm product purchase group
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.
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.
From our research data, we divided customer of organic agricultural products into three ethnic groups and listed their characteristics, behaviors, and needs.
Customer Journey Map
Using the customer journey map, we can analyze the factors that affect the experience in each stage in a more visual way.
We sorted out these pain points using the affinity map to find out more core problems.
According to the core problems by the affinity map, we have found some design opportunities.
After the previous research and analysis, we have defined some main features in our service to solve the aforementioned core problems.
Pre-Order & Contract
The pre-order function enhances consumers’ shopping protection and enables producers to sell products at stable prices
Use the shared shopping bag function to promote the group purchase rate and increase the order volume
Help consumers judge the quality of the store by adding store ratings and platform certification mark functions
Add online payment to increase shopping efficiency
More information on organic stores and products
Personalized recommendation, filtering, and search functions help consumers find the products they need faster
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
We have built a service system including the customer-end, front-end and back-end, and map out the interaction between them.
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.
Then we drew each corresponding user interface according to the information architecture and used arrows to indicate the interaction between these pages.
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.