An academic product design sprint to design a mobile-first ecommerce product for locally grown produce and groceries. Tools included Sketch, InVision, and Photoshop.
The challenge: How might we help young working millennials find and purchase locally grown produce time efficiently and while on-the-go?
My solution: A mobile ecommerce product focused on streamlining the purchase process and giving users a transparent look into the locally grown produce they are purchasing.

Project Context

In recent trends, shopping has gradually been shifting away from traditional physical stores and going online. In fact, estimates have been made that by 2020, mobile shopping is predicted to account for 45% of all sales made outside of physical stores. With this shift in mind, I was prompted with an academic product design challenge to create a mobile product to help users connect with a good not usually associated with the digital realm, locally grown produce.
Competitive Market Research: From exploring the local produce space, I found that while there were large communities and farmers markets supporting locally grown produce, there were not any digital products connecting them to seeking users. Most of the competitive services (i.e. Amazon and Instacart) were used on a more commercial level, meeting general grocery needs rather than local needs.
User Research: For this particular project, I chose to narrow my user scope to working millennials, as this was the group that most accessibility to ecommerce products and had experience ordering groceries online. From talking to these users, I uncovered a couple areas of frustrations in regards to locally grown produce and ordering online.
Users found it hard to manage time to invest into produce shopping, especially if they didn’t own a car.
Grocery stores and farmers markets tended to have long lines that deterred users from buying their produce.
Online services were not consistent in providing quality products. There was a lack of transparency.
“Ordering online through Amazon is just so much easier and convenient. I don’t have to waste time looking around and waiting in lines. Now it just comes literally to my doorstep within a day or two”
– Tim, 26

App Map

With the problem in mind, I proceeded to create an app map to help clarify the scope of the project and pinpoint areas that would need additional attention.


I aimed to create a design that would encourage exploration but maintain the ability to check out immediately when it was desired. I also pushed for more transparency with the user by including more background information and pictures in the item detail page.  Users liked the fact that the process was streamlined and that they knew exactly what they were buying. They did however highlight that there was a bit too much information and features such as “maps” didn’t quite seem valuable to them.

Style Guides

With a general prototype and map of the product, I moved into designing out the UI. I returned back to my research and looked into competitor visual styles to design two divergent and distinct style guides.
This fresh and clean look was created to complement the produce and groceries users would be purchasing. This approach proved to be inviting and welcoming for users.
In a more exploratory attempt, users enjoyed the sleek and straight-forward nature of the design, but didn't feel it matched with the freshness expected from locally grown produce.


I chose to stick with green and white as the primary colors of the product to bring a organic and clean vibe to the product. Large vibrant images played a big role in helping users physically see what they buying, and allowed for more transparency. The following user flow is for a user adding a specific item to their cart.
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