Finding fresh, high-quality organic foods remains a persistent challenge. Although 76% of consumers shop at supermarkets, they encounter elevated prices (46%) and inconvenience (30%). More critically, there's a lack of transparency regarding food origins and genuine connection with producers.

"I want to nourish my family healthily, but I don't know where my food comes from." - Ana, 34 years old

Small-scale organic farmers struggle to distribute their produce without relying on intermediaries who drastically reduce their profit margins. Logistics are complex, and access to end consumers is limited, resulting in food waste and insufficient income.

"I work hard to cultivate organic produce, but I can't sell directly to those who value my work." - Carlos, 52 years old

92% of consumers consider it 'highly important' to know food origins
96% would pay more to learn the producer's story
88% are interested in subscription services
96% accept paying fair prices to better compensate producers

To validate the initial hypothesis, I conducted mixed-method research focused on deeply understanding the pain points and needs of both target audiences.

📊 Quantitative Research

• 50 organic food consumers
• Online survey
• Focus: purchasing behavior, pain points, and motivations

🎤 Qualitative Interviews

• 5 regular organic consumers
• 3 small-scale local producers
• Focus: real stories, frustrations, and desires

🔍 Competitive Analysis

• Competitors: Farmstead, Farm Fresh To You, traditional supermarkets
• Identified gap: lack of focus on community and radical transparency

Insight #1: Transparency is Decisive
92% highly value knowing origins, yet current channels don't satisfactorily provide this information.

Insight #2: Convenience is Critical

Despite interest in organics, 62% prefer home delivery, and 88% show interest insubscriptions to avoid repetitive effort.

Insight #3: Willingness to Pay Fair Prices Exists
96% of consumers demonstrated willingness to pay more if they know producers are adequately compensated.

Insight #4: Education Adds Value
86% want recipes and 78% want preservation tips consumers seek a complete experience, not just a product.

Insight #5: Producers Need Simplicity
Producers with 'limited technology knowledge' require intuitive mobile tools that don't increase their workload.

I conducted brainstorming sessions focused on resolving identified pain points.Prioritization utilized the Effort x Impact Matrix.

✅ Producer Marketplace

• Detailed profiles with stories, location, and practices
• Touch-optimized search and filter system (distance, product type, certifications)

✅ Basket Subscriptions

• Customizable baskets by size and frequency
• Option to manage preferences and pause deliveries via app

✅ One-Time Purchase

• Traditional mobile shopping cart
• Multiple producers in a single order

✅ Radical Transparency

• Information about origins and cultivation methods
• Real photos of property and producer

✅ Educational Content

• Seasonal recipes based on purchased products
• Preservation and full utilization tips in-app

✅ Simplified Mobile Control Panel

• Intuitive mobile product registration with photos
• Real-time stock management on smartphone

✅ Order Management

• Visual mobile dashboard with order status
• Automatic push notifications for new sales

✅ Direct Communication

• Integrated in-app chat with consumers

✅ Intelligent Logistics

• GPS-optimized route suggestions
• Collective pickup point options

I prioritized the information hierarchy before any visualelements. Focus was on validating principal mobile flows and ensuring intuitive touch-based navigation.

Objectives

1. Validate mobile flow intuitiveness
2. Identify friction points in mobile journey
3. Measure satisfaction with value proposition
4. Verify language clarity for both audiences on mobile

1. ✅ Create an account on mobile platform
2. ✅ Find a local leafy green producer via mobile search
3. ✅ Add products to mobile cart and complete checkout
4. ✅ Subscribe to weekly basket with specific preferences in-app
5. ✅ Access recipes related to purchased products on mobile

1. ✅ Create property profile on mobile
2. ✅ Register a new product with photo using smartphone camera
3. ✅ Manage received orders via mobile dashboard
4. ✅ Update product stock on mobile
5. ✅ Respond to customer message in-app

1. Transparency Valued
   • All participants highlighted detailed producer profiles
   • "Finally I know who grows what I eat!" - Participant #3
2. Fluid Mobile Checkout Flow
   • 100% of users completed mobile purchase without assistance
   • Average time below target
3. Intuitive Mobile Producer Dashboard
   • Producers with low technology familiarity successfully registered products on mobile
   • "Easier than selling on marketplace apps" - Producer #2

1. Limited Search Filters
   • Problem: 3 of 5 consumers attempted to filter by 'same-day delivery' on mobile
   • Solution: Add rapid delivery availability filter for mobile
2. Gestão de Preferências na Cesta
   • Problem: Unclear how to edit allergies post-registration on mobile
   • Solution: Add visible 'Edit Preferences' button in mobile profile
3. Status Notifications
   • Problem: Usuários não tinham certeza se pedido foi confirmado
   • Solution: Melhorar feedback visual após confirmação + email automático
4. Mobile-First Priority
   • Problem: 4 of 8 participants attempted smartphone access
   • Solution: Prioritize native mobile app development

Note: This is a conceptual project. Metrics below are projections based on market benchmarks and validation research conducted.

✅ Genuine Transparency

• Complete access to producer history and cultivation practices
• More informed and conscious purchasing decisions on-the-go

✅ Enhanced Convenience

• Estimated 70% reduction in time spent purchasing organics
• Home delivery or nearby pickup points coordinated through app

✅ Complete Experience

• Personalized recipes and preservation tips
• Emotional connection with food producers through mobile app

✅ Margin Increase

• Intermediary elimination = up to 50% more revenue per sale
• Complete pricing control

✅ Waste Reduction through

• Programmed sales via subscriptions
• Real demand-based production planning via dashboard

✅ Dignity and Recognition

• Space to share their story
• Direct relationships with consumers who value their work

🌍 Environmental Impact

• Carbon emission reduction (less transportation)
• Local sustainable agriculture incentive

💪 Economic Impact

• Local economy strengthening
• Small farm employment creation

🤝 Social Impact

• Rural-urban reconnection
• Food education and conscious consumption

💡 Profound Research Importance

• Investing time understanding real mobile context prevents design rework

💡 Inclusive Design is Essential

• Producers with low technology familiarity require even more intuitive mobileinterfaces

💡 Transparency as Competitive Advantage

• Having organics isn't enough, must connect people and stories

💡 Mobile Iteration Saves Projects

• Mobile usability testing revealed problems invisible in wireframes