Taraba — the digital farmers' market app
A tool to turn the Romanian produce market digital
Taraba was made as I took part in the SiiT UX Course. We took on the problem of small Romanian farmers' lack of infrastructure and digital presence and found a way to shift the paradigm.
Timeline
6 months
Team
4 people
Tools used
Figma
Miro
Disciplines
UX research
UI design
Branding
Discovery phase
So what was the problem?
There are a lot of small farmers close by to Romania's biggest cities. But they rarely intersect with fresh produce loving professionals who would buy buy from them and broaden their market and revenue. So the farmers have to sell to big retail chains for meager profits.
There was a clear digital and infrastructure gap between supply and demand, so we began to outline a competitor analysis and found two relevant products.
Freshful
Freshful has great delivery infrastructure and buys produce from local farmers. It does not, however, say from whom.
Froopt
Froopt resells from local farmers. However, their fresh produce supply is limited to large bundles which may be partially redundant for buyers.
We followed up with 5 user interviews and 50 surveys and gathered the following key insights
We used all gathered information to establish a user persona.
Silvian
30 years old, college graduate, in a relationship, works in tech.
Lives a healthy life and is aware of his consumption choices.
Likes marketplaces, but has no time for them.
Likes marketplaces, but has no time for them.
Wants local farmers to have information on their products available.
Wants to eat fresh all year long.
Wants to tip after, not before.
Can use most digital products intuitively.
Ideation phase
We then established the main USPs and main app flow.
No intermediaries
See what you get
Know who you're
getting it from
We conceptualized the app as a digital farmers' market. You get to choose the farmer you're buying from. The farmers have to upload real photos of the specific products they're selling, so you, as a customer, have several different versions of the same product to choose from, just like in a farmers' market. The farmers also get to customize their stall and make discounts.
We then followed up with lo-fi and hi-fi wireframes.
Visual design phase
We then established the visual direction for the app, the style guide, as well as the screens for the flow.
Sign-up
Onboarding
Homepage
Taraba
