MARKET RESEARCH
THE PROBLEM
Due to the Covid-19 pandemic, farmers encountered challenges in selling their harvest to intermediaries, who refrained from purchasing produce
as they were unable to sell their existing inventory in the market during the lockdown.
As a result, consumers struggled to obtain fresh fruits and vegetables, which were crucial for boosting immunity against the virus during the Covid era.
WHY
I CREATED THIS APP
Delivering
Fresh & Healthy
Farm Produce
Directly At your doorstep.
The purpose of this project is to ensure that India's extensive farming community receives equitable and steady prices for their produce by
removing intermediaries from the supply chain. Additionally, the project aims to deliver fresh farm produce directly to consumers at their doorstep, particularly during extreme times like the COVID-19 pandemic.
SABZI MANDI
Get Fresh Farm Produce Delivered Directly at your doorstep
WHERE
Pune, India
Role
Designer, Researcher
What
iOS App
Category
Grocery, Shopping
Why
Portfolio Project
When
Aug‘20-Jan’21
COMPETITIVE ANALYSIS
Zee Kisan Abhimaan
Pros :
The interface is simple and intuitive, making it easy for users to navigate and find what they need.
The app offers push notifications to keep users informed about weather updates, market trends, and other relevant information. This feature increases user engagement and encourages them to use the app regularly.
The app supports multiple languages, including Hindi, English, and Marathi, making it accessible to a broader audience.
Cons :
Lack of Personalisation: The app does not offer much in terms of personalisation, such as customised alerts or recommendations, which could enhance the user experience.
The app is primarily focused on providing agricultural information, and there are limited features for purchasing and selling crops.
The app's performance can be slow at times, which can be frustrating for users who need quick access to information.
Dunzo
Pros :
The app provides personalised recommendations based on the user's location, search history, and shopping behaviour, which enhances the user experience.
The app supports multiple payment options, including cash, credit/debit cards, and online wallets, which provides users with flexibility and convenience.
The app offers real-time tracking of deliveries and tasks
Cons :
The app is currently only available in select cities in India, which limits its reach and potential user base.
The app's design is not always consistent across different screens
The app's interface can sometimes feel overwhelming, with too much content on the screen.
Big Basket
Pros :
The checkout process is streamlined and user-friendly.
The app offers personalised recommendations based on the user's previous orders, search history, and shopping behaviour.
Clear product images, descriptions, and pricing information.
Cons :
No retry payment option in case the order is not successfully placed.
A user cannot easily share the list of the products that he/she has ordered with other people.
The homepage had too many ads.
USER SURVEY
Survey was conducted between different age groups. Majorly consisting of working class.
85.4%
Wanted to purchase
Directly from Farmers
96.4%
Wanted to purchase
Fresh produce &
not the Stored groceries
18-25 years
40+ years
Below 18 years
26-40 years
USER PERSONAS
I created three personas to help me explore the needs of a larger group of users and design my app with specific target users in mind
A 35-year-old mother of two young children, who works full-time and doesn't have a lot of time to go to the grocery store. She values convenience and wants to save time by having groceries delivered to her doorstep. She is willing to pay extra for this service and is concerned about the quality and freshness of the products she orders. She is tech-savvy and uses her smartphone to order groceries while on the go.
About Megha
Frustrations
“ I don’t have time to order groceries regularly.”
“ I need to take care of both my family and work.”
“ I don’t want my family to have frozen fruits and veggies.”
Goals
I want my grocery delivery to be hassle free.
Get fresh groceries delivered regularly.
Availability of exotic fruits and vegetables is a plus.
Megha Gupta
👱🏻♀️
Age
35
📍
Location
New Delhi
Family Status
Married/2 Kids
Occupation
Entrepreneur
A 70-year-old retired man who lives alone and has limited mobility. He values reliability and wants to ensure that the groceries he orders are delivered on time and without any issues. He prefers to order the same items each time and is not interested in exploring new products. He is not very tech-savvy and prefers to use a single app to order his groceries.
About Akhil
Frustrations
“I’m not very comfortable with online shopping.”
“I don’t trust products until I see them physically.”
“I don’t want to visit local market as there is a lot of chaos.”
Goals
Live a healthy lifestyle.
Get fresh groceries delivered at the doorstep.
I want seasonal vegetables and fruits.
Ahkil Sharma
📍
Location
Pune, Maharashtra
Family Status
Single/No Kids
Occupation
Retired
Age
70
👨🏻
A 28-year-old woman who is health-conscious and follows a specific diet. She values the ability to easily search for and filter products based on specific dietary needs, such as gluten-free, vegan, or organic. She is interested in exploring new products and wants to stay up-to-date on the latest health trends. She uses her smartphone to order groceries and prefers to use a grocery delivery app that offers a wide selection of healthy and sustainable products.
About Anushka
Frustrations
“I hate it when I can’t do something online.“
“I’m health conscious and can’t afford to ruin my diet.”
“I’m scared of not being able to make it to work on time.”
Goals
Be more concerned about her lifestyle, health and sleep
Get fresh fruits and vegetables.
Get the best through fast delivery.
Anushka Patel
📍
Location
Surat, Gujrat
Family Status
Single/No Kids
Occupation
Yoga Instructor
Age
28
👱🏻♀️
FLOW DIAGRAM
To outline all the necessary functionality, I created a simple flow diagram for the main tasks a user can do.
Main User Flow
Registration
Profile
Account Info
Delivery
Check Out
Details
Cart
Product List
Product Details
Payment Details
Latest Order
Orders
Search Product
Home
Login Successful
Profile View
Search by Product
Add to Cart
Second Possibility
Second Possibility
Payment Added
If No Payment Method Added
WIREFRAMES
LOW FIDELITY WIREFRAMES
HIGH FIDELITY UI DESIGNS
TYPEFACE
Gilroy
Gilroy
Regular
Medium
Semibold
Bold
COLOURS
#F2F3F2
#FACB06
#B5C04B
#77BE3F
#53B748
#38A34B
#FFFFFF
ALIGNMENT & GRID
24 px
34 px
30 px
24 px
65 px
24 px
38 px
62 px
118 px
38 px