Design an MVP for an app that allows its users to easily find out what fruit and vegetables are in season and get education on them.
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The vast majority of companies focus on the delivery services from farm-to-door and there is generally no information on the products themselves.
Tools tend to be on desktop and info is found on charts, infographics and list, which aren’t very user friendly.
I benchmarked existing tools and concluded there is a space to make an app that is more personalised and location specific, to promote seasonal and local buying, giving reminders could be an interesting option and potentially adding offers.
Market research gave a great indication of where the gap in the market lay. I went on to do seven 1:1 interviews with participants that were EU based and that represented the target group.
GOAL: understand people’s relation to buying seasonal and local produce (where and how they shop + what their challenges are and what can help). With the information I was able to narrow down the user needs to a base offering and to what could add value in a second moment.
Once all the insights were gathered I created personas which represented best the insights, highlighted the project goals and created a priority matrix to have a clear understanding on what to focus for the MVP and what to target.
After creating task and user flows, I used Crazy 8's exercise to brainstorm different ways of selecting and reaching key information about fruit & vegetables when reaching the landing page of the app.
Once a direction was chosen I sketched all the screens, created a moodboard, a style guide and the wireframes.
I developed the high fidelity screens for the Stagione app. Based on the style guide and iterating from the sketches and wireframes. Keeping in mind the way the user would interact with the product and aiming to make exciting interactions.
I explored names which linked to the word "season" and logo variations by hand, which I developed digitally on Procreate and created a collection of icons to match.
I then developed a style guide. Having a strong graphic direction for the app was really important as most sites linked to vegetables and produce have the same "dry" or all green aesthetic.
I kept colours that would remind of produce yet also making it playful, engaging and bringing joy.
I prototyped the screens and tested it with potential target users and also users outside my target group (boomers) to see if it was fail proof. This allowed getting useful insights, start tweaking the design and defining next steps.
Based on the initial research and on usability testing, I was able to identify 6 sections which could be further developed and broaden the scope of the app and to make it appealing to a wider audience.
