App connectivity

Farmer Account

Increase the digital footprint and online marketing
You list your produce, we will do marketing.

Increasing sales in scale
By providing delivery services to people who can’t make it to farmer’s market.

Track inventory and sales data
Gather valuable customer data while engaging with target customers on Local Roots.

Share farmer legacy
You can share your farmer legacy and teach consumers more about the value of local food and what it takes to grow.

Customer Account

Reserve fresh food for pick up
We’ll make sure the ingredients you want are available at your local Farmer’s Market.

Delivery from farms to home
We can also deliver the ingredients you select directly from farms to your home.

Learn about food sources
Find out where your food comes from, how it’s grown, and what's in season.

Discover farm stores & events
Find out when farm stores are open to get the first pick on the freshest ingredients.

Farmer's ecosystem

The goal of our project were to design a service that reconnect customers with local farmers. Our team conducted visits to various field sites such as farmers' markets, food co-ops, and community gardens where we talked to farmers and visitors. Our objective was to gain a comprehensive understanding of the farmer's business model, the motivations and behaviors of our target users.

Visualizing the interdependencies and dynamics of the farmer ecosystem & Farmer’s Distribution Model

Understand farmer characteristics, goals, and needs

We interviewed three farmers who operate farms and supply local residents in New Jersey and Pittsburgh, and collected in-depth information on their experiences of selling directly to customers. Additionally, we conducted a survey, collecting over 50 valid responses through Qualtric.

Understand the motivations and business needs of farmers/local producers and the current landscape of digital tools and platforms they use.

Gain insights into customers' behaviors and habits when grocery shopping.

Synthesis research findings and work towards the service solution

Help farmers reach a larger audience and minimize the difficulties around farmers operating an online direct retail business rather than have to dive into multiple outlets or platform. We identified the shared values/needs between the products/services provided by farmers and the requirements of their customers.

Efficiency

‍When orders come in, the farmers, there should be a streamlined order management process for farmers to complete order fulfillment following steps including receive, view, accept, ship and track upcoming orders.

Accessibility

The produce catalog uploading process should be simplified or available to be integrated with other common inventory management softwares.

Connection

The platforms should facilitate communication between farmers and customers, and establish feedback loops.

Visualization of the service system's dynamics and dependencies

This value flow map allows us identify and analyze the various touchpoints, interactions, and exchanges between different stakeholders involved in the service delivery process. By mapping out the value flow, we get a holistic understanding of how value is created, exchanged, and consumed throughout the service journey.

From a holistic perspective, we identified potential risks, competitive advantages, and areas for differentiation in the service proposal. Moving forward, this is a great tool to be used for self-examination, ensuring that all aspects of the service are being considered. It also facilitates better communication and collaboration among stakeholders.

Test Digital and physical service ideas in a workshop

In a workshop, our primary objective was to gain insights into potential customers' preferences for features they would like to see in the LocalRoots app. To achieve this, we conducted tests involving both digital and physical concepts. Additionally, we specifically focused on evaluating the design of two critical physical service touchpoints - QR code and delivery package.

Digital Prototype

We recognized the need to incorporate an "order again" feature into the app. Additionally, we introduced a "follow this farmer for updates" button, allowing users to stay informed about their farmer's upcoming events.

QR code design

In our final design, we implemented a square QR code that directs users to the farmer's homepage when scanned. This design choice was made to collect user feedback on physical objects with QR prompts.

Delivery package design

In response to the workshop, we utilized boxes as delivery packages and incorporated updated wireframes that include clear notifications for farmers, delivery persons, and users at various stages of the transaction. Additionally, we included recipes within the orders to enhance the overall shopping experience.