Case Study: Flora

bringing people + flowers together

In the General Assembly UX Design course I took, we were tasked to explore a problem space (we’re) passionate about and design a solution for it.

I set out to help small crop farmers make more money.

Role

UX Design Student–General Assembly

Feature Prioritization

User Flow

Wireframes

Usability Test Plan + Testing

Prototyping

Client

Case Study

Challenge

Redesign the current agile project management software to translate seamlessly between three users: employees, clients, and vendors

79Consulting provides NetSuite solutions to a variety of clients while utilizing their software internally, thus, this product must.

Overview

Small Family Farms in the U.S.

  • account for 88% of all U.S. farms; totaling near 1.7 million farms

  • Gross Cash Farm Income is <$350,000

  • 19% of the value of all agricultural products sold

Problems Small Family Farms Face

  • Breaking even; little to no profit

  • Higher supply than demand

  • Doing it all; not enough time

User Interviews

Sketching

Visual Design

Duration

June 2023-August 2023 (3 months)

Solution

Opportunity

Design style guide for agile project management software that will eventually be adapted throughout 79Consultings’ offerings

This style guide creates a cohesive brand identity throughout

Process

  • User Interviews; synthesize data

  • Sketching + Wireframing

  • Feature Prioritization

  • Prototyping 

  • User Testing

Key Takeaways

  • Customers found it helpful to know exactly when and where they could find the products they were looking for

  • After the initial profile creation, little maintenance is required by farmers

Affinity Mapping

Grow client base by offering new software that easily integrates into the programs they are currently using

This new product will serve as a multifunctional tool to not only manage projects, but also will allow clients and vendors to be up to date on their own projects with 79Consulting.

Questions

  • Tell me about your farm, what you grow, how many acres you farm, etc.

  • How do you go about selling your products?

  • How do you market your products? 

  • What are your biggest challenges in running your farm?

  • Do you have repeat customers? 

  • Where is the largest opportunity for growth?

User Story + Persona

As a small crop farmer, I need a product to connect me with people in my community that want to support and buy local, so that I can reach more customers and make more money.

Tasks: 

Create a profile, find the address of a location to pick up cut flowers, and leave a review.

Findings: 

  • “Match” page was confusing 

  • The location of farm vs. location of “where to buy” is unclear

    • Could you get flowers at the farm location? 

Tools

Figma
Miro