Fresh Plate

About Project

Transitioning Miami’s Farmers Market & CSA into a digitally experience. My role UX research, product design, branding and UI on a 4 weeks design sprint.

Live Project
May 2020

Local farmers within my community based their sales predominately on Farmers Market & CSA Shares. Therefore, I took it as an individual project to create an user-friendly design that supports the local farmers market. How can people have access to "Farm to Table" virtually? However, the niche for clean eating, chemical-free products, detox, and overall health are on the rise! 

The Brief

The Journey begins with Urban Oasis, a Local farmer in Miami that runs 20 farms and farmers markets and collaborates with 16 other suppliers to create a virtual fair on Local Line.  The challenge is to turn these local markets into a digital ecosystem so that local fresh food is accessible to all!


Millennials are involved in local food systems through Farmers Markets and community-supported agriculture (CSA) programs. Most CSA practice organic farming. According to the Young Farmers Coalition, they actively 8% of US Agriculture. 

Competitors' feature analysis outlines  Publix Instacart, Wholefood & Amazon don't provide recipes or meal inspirational engagement through the online shopping experience. Unfortunately, Urban Oasis does not offer instant pick & delivery.

In the marketing position chart, Urban Oasis goals are more personal and community supportive shopping experience. Used the Lean Canvas to help the main problems is the limited inventory. Instagram is essentials for the business for the online channel. Customers are target to those who care for quality, organic and clean food.

Lean Canvas

Lean Canvas

This tool used to outline problem and customer segments. Inventory is seasonal is an important factor and customers are mostly millennials that cares of health and what they put into their bodies.

Interviews' Statement

Research exemplified an increase in searches for how to grow your food, gardening, and how to make your bread. However, those resources are in an anthropologic level due to the COV-ID-19 circumstances. Meanwhile, gathering field data outlines that visualization is a significant motivation in the decision process while grocery shopping. Interviewed 8 people.

Proposition Canvas

Proposition canvas helped to distinguish primary pain relievers for prioritization: farm to table experience, simple checkout, the story of the farm, and branding! Actually, branding (which a the major aspect along with marketing)

Affinity Map


My persona "Vegan Veronica" core needs to live sustainably and expand the recipe library due to diet. Sometimes you need to add some creativity to your veggies! Veganism is more than salads! There's a need to expand her recipe library. Pain Points: limited vegan options online and long checkouts.

User Journey

Storyboard Drawn by Self

Opportunity for mobile because most people search for food on phone. It;s a very common behavior to search "food near me." Veronica is hungry searches for food. Get overwhelmed of information overload on the web. She saw on instagram of someone who she follows ordered cooked delicious vegan food. She wants the same for herself. However had no idea of a CSA, first time user. She orders and food was delivered. She google recipes. Engaged more cooking in the kitchen. Loved the experience so orders again.What else can she cook with kale over and over again?

How Might We

How might we help create a Virtual Farmers Market, especially for health-conscious consumersso that we can feel engage & creative cooking tropical native produce?

Moscow Method

User Flow

User Journey

Low Fidelity 

Mid Fidelity 

Direction one 360 degree Virtual Market
farmer profile and checkout screens

Testing Results

40% Success with first direction. People just touch everything in the virtual 360 market and barely checkout. It was complicated for users. It did show an emphasis of curiosity though! The idea was a failure to engage with food therefore, can be implemented in farmers profile instead. Virtual farmers tour so that users can be engaged with farmers tp table experience. Also, it would cost too much for the businesses. Honestly the idea just seem cool.

Design Systems & Style

Stayed Away from bright greens. Brand moldboard outline the brand wanted to perceived as clean and natural. I went through multiple style transitions. This was the results of my third attempt.

Visual Competitors Analysis

High Fidelity

This was the design lead by my research and testing. Unfortunately, editing users location need to accessible while searching for food. From user-testing it was pain to have location search only at beginning stages and settings.


Task was from open app to find local food was 100% success—many alterations to support user journey to purchase CSA Share or Market and maintain engagement with the product.

Key-Learning & Take Aways

Understanding the business model was very valuable! Problems like seasonal inventory, location, limitations when user experience when eating locally & seasonally were taken into consideration while designing.