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