The Problem People living in cities don t have access to local/organic farms because of transportation, times, location, etc.
The Problem People living in cities don t have access to local or organic farms because of lack of transportation, time, and location.
Interview Questions Tell me about the last time you went grocery shopping. How did you choose what you purchased? Where do you normally shop for groceries? How do you choose your vegetables? How do you choose your meat? What are some of your top priorities when buying groceries? Some frustrations while shopping? What was your best grocery shopping experience?
Affinity Map Shopping habits Shops late at night after work Gets the same thing every time Shops 2-3 times a month Makes large batches of food Knows what to get Online grocery shops at the dinner table General shopping concerns Would rather be doing something else Prefers to eat out most nights Hates broken grocery carts Concerns with grocery stores Shops in store around the corner Whole Foods is too far No local sections in the store Goes to the closet market w/ good prices Goes to the farmers market once in a blue moon
Affinity Map Fresh produce/meat Wants the freshest for her children Meat that will stay fresh the longest Pick fresh and flavorful veggies Tries to buy organic/local food if he seets it Wants to know where it came from Wants easy access to fresh meat Wants to know what produce he s getting Always buys organic milk Meat has to look fresh/large/ clearly labeled Will spend the extra buck for organic food Looks for color of meat Wants cheap humane option Freshest produce Online shopping concerns Would try grocery shopping if there was incentive Worried about delivery fee Wants shopping reminders
Brooklyn Brad 25, Brooklyn resident Works at Brooklyn Industries A city dweller who cares about what food he consumes and isn t always satisfied with bodega or corner store quality or the options those stores provide. Behaviors: He doesn t have a car so he shops at the most convenient locations. Spends $50-$70 a week on groceries. Goals: He wants to get the freshest fruits and vegetables as possible at his own convenience and on an average budget. If he could have access to humanely raised meat, he would choose that over name-brand meat. A cheap humane option would be awesome
Busy Brenda 31, Manhattan resident Full time Marketing Professional A choosy mom who cares about what food her family consumes and isn't satisfied with the options her local stores provide. She doesn t have any time in her schedule for food shopping. Behaviors: Grocery shops and cooks as little as possible. She shops in the local store because it's close. She s always extremely busy and only has time to shop late at night. Goals: She wants the freshest and highest quality food in the most convenient way. Whole Foods is a no hassle process because everything s organic and and my biggest dilemma of quality goes away when I walk in the store. "
Problem Statement Brooklyn Brad needs a way to know where his meat and veggies come from because he s dissatisfied with the current communication on packaging and labels at his local food store.
Hypothesis I believe that by building a platform that connects people directly with specific local/organic farms for city dwellers on a budget we will increase the options and accessibility to fresh and locally grown and raised food. We'll know this to be true when sales at local farms have increased.
Competitors Peapod AmazonFresh Fresh Direct Blue Apron Browse Aisles Sales/Coupons Reccomended Items Reviews All Farm Fresh Recipes Delivery Schedules
Competitor Research Findings Platforms such as Peapod, AmazonFresh, and Fresh Direct are all pretty similar in the fact that they have tons of items to browse through and plenty of features that allow shopping online to be easy Where those 3 lack is that it doesn't have all farm fresh (local & organic items) Blue Apron has all farm fresh items that are delivered to your door, but the food comes specific with recipes and you can't pick and choose what you want. It became clear that a "farm profile" feature would be a good idea to let the users know exactly where their food comes from. To set apart from the rest of the competitors, our platform should only have farm-fresh, local, organic, and preservative-free food.
Feature Priority
Site Map
Sketches
Wireframes scroll up
Wireframes scroll up
Prototype Click here!
Next Steps Further branding (logo/icon design) Coupons Reminders Website