> ## Content Index > Fetch the complete content index at: https://www.kevinrichard.ch/llms.txt > Use this file to discover other available public pages before exploring further. # Local Food Network platform - URL: https://www.kevinrichard.ch/local-food-network-platform/ - Published: 2024-07-15T12:40:50.000Z - Updated: 2024-09-20T11:12:01.000Z - Description: UX challenge for a decentralised platform, from research and strategy to prototype and test - Author: Kevin Richard - Tags: Portfolio projects, UX, Design, Innovation, #hide-posts-sidebar This project represents a UX challenge completed over a span of three days. Please keep in mind the quality of the deliverables reflects the limited timeframe available. ⏱️ This challenge was carried out over a period equivalent to 24 hours, which affects the depth and quality of the various deliverables. ### TL;DR – A brief overview For a brief overview, please refer to the slide deck provided below. The remainder of this post delves into the detailed process and decisions leading up to the final deliverable, which includes the prototype, user tests, and recommendations. --- ## **UX challenge - Local Food Network** Create a web application that connects local farmers, producers, and consumers. The platform should support farm listings, direct sales, and community-supported agriculture (CSA) subscriptions. Features should include a searchable directory, online marketplace, and CSA management tools. Design an interface that is fresh and inviting, promoting the benefits of local food. Consider the needs of farmers and consumers, ensuring a seamless and enjoyable user experience. ## **Approach and structure** 1. **Secondary research** Domain-specific challenges, needs and opportunities 2. **UX Strategy** Principles and concept 3. **UX design** Flows and prototype 4. **UX evaluation** User tests and learnings ## 1\. Secondary research ![](https://storage.ghost.io/c/b5/84/b5842abb-69ac-4d01-a1a1-0948682b5abb/content/images/2024/07/UX-challenge---Local-Food-Network-platform---1.-Domain-specific-needs-and-opportunities.jpg) Given the time constraints and the lack of access to both experts in the field and users of such networks (producers, farmers, and consumers), we decided to conduct a literature review. We focused specifically on papers related to community-supported agriculture (CSA) models, platforms, and related experiences. Here are the selected papers (first pass, best match) and the keywords used in the search query (Google Scholar). | **Keywords** | **Selected papers** | | ------------------------------------------------------------ | ------------------------------------------------------------------------------------------------------------------------------------------------------------ | | *community supported agriculture benefits* | Consumer Benefits from Community Supported Agriculture Membership | | *community supported agriculture benefits* | Motivations for Participating in Community-Supported Agriculture and Their Relationship with Community Attachment and Social Capital | | *community supported agriculture benefits* | Community supported agriculture membership: The benefits of spousal involvement | | *community supported agriculture models* | Community Supported Agriculture: New Models for Changing Markets | | *community supported agriculture models* | Examining a new “pay-as-you-go” community-supported agriculture (CSA) model: A case study | | *community supported agriculture models* | Challenges and potential solutions in developing community supported agriculture: a literature review | | *community supported agriculture models* | Microeconomic degrowth: The case of community supported agriculture | | *community supported agriculture citizen's guide* | Sharing the harvest: a citizen's guide to Community Supported Agriculture | | *community supported agriculture citizen's guide* | Scaling-up local foods: Commodity practice in community supported agriculture (CSA) | | *community supported agriculture citizen's guide* | How Do Farmers Establish a Relationship with Their Consumers in Community Supported Agriculture? | | *community supported agriculture platform* | Technology for degrowth: Implementing digital platforms for community supported agriculture | | *community supported agriculture platform* | Investigating consumers' experiences with community supported agriculture: Convergent parallel design methods | | *community supported agriculture digital platforms* | A case study of a digital data platform for the agricultural sector: A valuable decision support system for small farmers | | *community supported agriculture digital platforms* | The role and challenges of the food and agriculture digital platform ecosystem as driver for the creation of sustainable national food security | | *community supported agriculture user experience* | Proposed of e-Community Supported Agriculture (e-CSA) system to promote local organic products: The empirical study of Chiang Rai province | | *community supported agriculture user experience* | Community supported agriculture as a driver of food-related well-being | | *community shared agriculture descriptive exploratory study* | Know the farmer that feeds you: A cross-country analysis of spatial-relational proximities and the attractiveness of community supported agriculture | | *community shared agriculture descriptive exploratory study* | Consumers' and farmers' characteristics in short food supply chains: an exploratory analysis | | *community shared agriculture descriptive exploratory study* | Sharing the harvest: a citizen's guide to Community Supported Agriculture | | *community shared agriculture descriptive exploratory study* | Assets and needs of local food producers in Sedgwick County: An exploratory analysis | | *community supported agriculture digital technologies* | Blockchain-based farming activities tracker for enhancing trust in the community supported agriculture model | | *local food network digital experiences* | Digital technologies in local agri-food systems: Opportunities for a more interoperable digital farmgate sector | | *local food network digital experiences* | Homegrown: Design and Development of a Technology Solution for Farm Management in an Emergent Local Food Network | | *Farmer-Centric Design* | Farmer-centric design thinking principles for smart farming technologies | | *digital food marketplace user experience* | Digital fooding, cashless marketplaces and reconnection in intermediated third places: Conceptualizing metropolitan food provision in the age of prosumption | | *digital food marketplace user experience* | Prosumer-driven 3D food printing: Role of digital platforms in future 3D food printing systems | A second selection process was conducted to narrow it down to four key papers for review. - Freedman, M. R., & King, J. K. (2016). **Examining a new “pay-as-You-Go” community-supported agriculture (CSA) model: A case study.** *Journal of Hunger & Environmental Nutrition*, *11*(1), 122-145\. [https://doi.org/10.1080/19320248.2015.1045671](https://doi.org/10.1080/19320248.2015.1045671?ref=kevinrichard.ch) - Hvitsand, C. (2016). **Community supported agriculture (CSA) as a transformational act—distinct values and multiple motivations among farmers and consumers.** *Agroecology and Sustainable Food Systems*, *40*(4), 333-351\. [https://doi.org/10.1080/21683565.2015.1136720](https://doi.org/10.1080/21683565.2015.1136720?ref=kevinrichard.ch) - Stephens, R., & Barbier, M. (2021). **Digital fooding, cashless marketplaces and reconnection in intermediated third places: Conceptualizing metropolitan food provision in the age of prosumption.** *Journal of Rural Studies*, *82*, 366-379\. [https://doi.org/10.1016/j.jrurstud.2020.11.009](https://doi.org/10.1016/j.jrurstud.2020.11.009?ref=kevinrichard.ch) - Sulistyowati, C. A., Afiff, S. A., Baiquni, M., & Siscawati, M. (2023). **Challenges and potential solutions in developing community supported agriculture: A literature review.** *Agroecology and Sustainable Food Systems*, *47*(6), 834-856\. [https://doi.org/10.1080/21683565.2023.2187002](https://doi.org/10.1080/21683565.2023.2187002?ref=kevinrichard.ch) The analysis of the above literature lead to several key insights, thematised below. ### **a. CSAs challenges and barriers** The research identifies a range of complex challenges and barriers that CSAs encounter. Understanding these issues is crucial for developing effective strategies to overcome them and ensuring the long-term sustainability and success of CSA initiatives. **Challenges on farmer's side** - complexity in farm management - Limited skills & labour shortage - influence from government - competition among CSAs and other marketing channels - CSA sustainability\[Challenges\]members recruitment & retention - gender & generational problems - Changing food consumption habits - expense of joining a CSA - time for the working share contribution - Expense conversion & maintenance sustainable farming - self-exploitation by obligation to produce despite low-income - more than farmers can handle **Barriers on user's side** - lack of variety/choice in each box - desire for out-of-season produce - discomfort discarding unused food - overwhelmed by quantity in each box ### **b. Members' needs and opportunities** Our research highlights several key needs and opportunities for enhancing member experiences and engagement within the CSA platform. These insights offer valuable direction for designing a platform that meets user expectations while fostering community and sustainability. **Opportunities** - sense of supporting local farmers - changes to dietary behaviours - cost-effectiveness - Drop-off points - convenience - provide a pool of resources/equipments shared amongst farmers - use IOT devices & algorithms to help farmers - recipes ideas - Subscription + voluntary labour - sub plans:- default: general $80- per farmer/hub:1\. tier $60 + 1 day labour2\. tier $30 + 2 days labour3\. add custom nbr of labour days, reduces price - Meet people, build a new food culture and closer relationship with the farm & members - Events, like harvest day and season specific meetups - Food democracy - vote for things, e.g. what to plant for certain season, crowdfund farm improvements, etc. **User's motivation factors** - Access to local food - be involved in growing our own food - doing environmentally friendly actions in practice - better selection of organic food - support local business - increase to increase organic food consumption - eating more healthfully - convience - reasonable price - organic produce for oneself and/or the entire family - knowing where food comes from - fresh picked produce **User's positive results** - trying new recipes - dietary changes as a result of participation - trying new fruits and vegetables - higher motivation to stay & participate leads to changes in dietary habits ### **c. Positively Perceived Attributes and Categories** The research highlights several lifestyle and food quality attributes that are highly valued by CSA members. These categories underscore the importance of diet, nutrition, and food transparency, and they emphasize the appeal of local, organic, and fresh produce. Understanding these attributes can help tailor the CSA experience to better meet member expectations and enhance satisfaction. **Lifestyle** - Diet - Food quality - Transparency - Flexibility - prosumption - Nutrition - Identity - Third place **Food qualities** - organic labels - authenticity - Local - taste - Artisan - freshness **Food types** - raw foods (e.g., cabbage, honey) - transformed foods (e.g., conserves, breads **Location** - Third places - urban - Peri-urban ## 2\. UX Strategy ![](https://storage.ghost.io/c/b5/84/b5842abb-69ac-4d01-a1a1-0948682b5abb/content/images/2024/07/UX-challenge---Local-Food-Network-platform---2.-UX-Strategy.jpg) Using the insights and understanding from the field, we can now devise guiding principles and draw out a general concept. ### **Design Principles** 1. **Community:** We foster a strong sense of community and support for local farmers, to increase member participation in farm activities and events, and strengthen relationships between members and farmers. 2. **Fexibility:** We enhance convenience and flexibility for users so they can experience greater ease in managing their subscriptions, enjoy more flexible and accessible options for receiving their produce, and feel a higher level of satisfaction and commitment to the community due to the seamless and accommodating user experience. 3. **Health & Transparency:** We encourage healthy, sustainable lifestyle choices and transparency by supporting users to adopt healthier eating habits and gain a deeper understanding of nutrition and food origins. They also become more engaged with sustainable farming practices, leading to improved well-being, greater trust in the food supply, and a stronger commitment to environmentally-friendly actions. ### **Concept** **Main inspirations** Finding open access CSA platforms online is challenging. Most platform publishers focus on B2B, targeting existing physical CSAs, often government-funded, seeking to digitalize their management processes. This indicates that we are entering an emerging and largely untapped market. Given that this concept will be entirely new to many potential customers, it is prudent to adapt an existing and well-established paradigm while retaining the essential characteristics of this new context. Based on this understanding, here are the selected inspirations. **Airbnb** Finding and supporting local farmers should be as easy and obvious as finding a destination for your next trip/vacations using [airbnb.com](https://www.airbnb.com/?ref=kevinrichard.ch). This will be our established paradigm, and a strong concept. ![](https://storage.ghost.io/c/b5/84/b5842abb-69ac-4d01-a1a1-0948682b5abb/content/images/2024/07/CleanShot-2024-07-15-at-14.08.01-1.png) ![](https://storage.ghost.io/c/b5/84/b5842abb-69ac-4d01-a1a1-0948682b5abb/content/images/2024/07/CleanShot-2024-07-15-at-14.11.10.png) [airbnb****.**com](https://www.airbnb.com/?ref=kevinrichard.ch) – July 2024 **La Ruche Qui Dit Oui!** From the literature, [**laruchequiditoui.fr**](https://laruchequiditoui.fr/fr-FR?ref=kevinrichard.ch) is a domain-specific platform publicly available which will help identify some of the main features/characteristics. ![](https://storage.ghost.io/c/b5/84/b5842abb-69ac-4d01-a1a1-0948682b5abb/content/images/2024/07/CleanShot-2024-07-15-at-14.08.27.png) ![](https://storage.ghost.io/c/b5/84/b5842abb-69ac-4d01-a1a1-0948682b5abb/content/images/2024/07/CleanShot-2024-07-15-at-14.08.54-1.png) [****laruchequiditoui.fr**](https://laruchequiditoui.fr/fr-FR?ref=kevinrichard.ch) – July 2024 ### **Colour palette** "Solar Green" is the designed color palette for this project, inspired by our extensive research. This palette embodies the themes of sustainability and vitality central to this project. [![From left to right: Eggplant, Avocado, Orange, Grapefruit, Dark Tomato – Solar green colour palette](https://storage.ghost.io/c/b5/84/b5842abb-69ac-4d01-a1a1-0948682b5abb/content/images/2024/07/Solar-green.png)](https://coolors.co/palette/550527-688e26-faa613-f44708-a10702?ref=kevinrichard.ch) From left to right: Eggplant, Avocado, Orange, Grapefruit, Dark Tomato – Solar green colour palette The colors have been thoroughly tested for accessibility using a color contrast grid to ensure a seamless user experience for all. [EightShapes Contrast Grid](https://contrast-grid.eightshapes.com/?version=1.1.0&background-colors=&foreground-colors=%2F%2F%20Neutral%0D%0A%23FFFFFF%2C%20White%0D%0A%23000%2C%20Black%0D%0A%0D%0A%2F%2F%20Eggplant%0D%0A%23110108%2C%20EGGPLANT%20100%0D%0A%23230210%2C%20EGGPLANT%20200%0D%0A%23340317%2C%20EGGPLANT%20300%0D%0A%2345041f%2C%20EGGPLANT%20400%0D%0A%23550527%2C%20EGGPLANT%20500%20%28default%29%0D%0A%23a60a4b%2C%20EGGPLANT%20600%0D%0A%23f1126f%2C%20EGGPLANT%20700%0D%0A%23f6619f%2C%20EGGPLANT%20800%0D%0A%23fab0cf%2C%20EGGPLANT%20900%0D%0A%0D%0A%2F%2F%20Avocado%0D%0A%23151c07%2C%20AVOCADO%20100%0D%0A%2329380f%2C%20AVOCADO%20200%0D%0A%233e5516%2C%20AVOCADO%20300%0D%0A%2352711e%2C%20AVOCADO%20400%0D%0A%23688e26%2C%20AVOCADO%20500%20%28default%29%0D%0A%238dc133%2C%20AVOCADO%20600%0D%0A%23abd562%2C%20AVOCADO%20700%0D%0A%23c7e396%2C%20AVOCADO%20800%0D%0A%23e3f1cb%2C%20AVOCADO%20900%0D%0A%0D%0A%23352201%2C%20ORANGE%20100%0D%0A%236a4402%2C%20ORANGE%20200%0D%0A%239f6603%2C%20ORANGE%20300%0D%0A%23d48804%2C%20ORANGE%20400%0D%0A%23faa613%2C%20ORANGE%20500%0D%0A%23fbb843%2C%20ORANGE%20600%0D%0A%23fcc972%2C%20ORANGE%20700%0D%0A%23fddba1%2C%20ORANGE%20800%0D%0A%23feedd0%2C%20ORANGE%20900%0D%0A%0D%0A%2F%2F%20Grappefruit%0D%0A%23300e01%2C%20GRAPPEFRUIT%20100%0D%0A%23611c03%2C%20GRAPPEFRUIT%20200%0D%0A%23912a04%2C%20GRAPPEFRUIT%20300%0D%0A%23c23806%2C%20GRAPPEFRUIT%20400%0D%0A%23f44708%2C%20GRAPPEFRUIT%20500%20%28default%29%0D%0A%23f96935%2C%20GRAPPEFRUIT%20600%0D%0A%23fa8f68%2C%20GRAPPEFRUIT%20700%0D%0A%23fcb49a%2C%20GRAPPEFRUIT%20800%0D%0A%23fddacd%2C%20GRAPPEFRUIT%20900%0D%0A%0D%0A%2F%2F%20Dark%20tomato%0D%0A%23200100%2C%20DARK%20TOMATO%20100%0D%0A%23410301%2C%20DARK%20TOMATO%20200%0D%0A%23610401%2C%20DARK%20TOMATO%20300%0D%0A%23810601%2C%20DARK%20TOMATO%20400%0D%0A%23a10702%2C%20DARK%20TOMATO%20500%20%28default%29%0D%0A%23e60a02%2C%20DARK%20TOMATO%20600%0D%0A%23fd3831%2C%20DARK%20TOMATO%20700%0D%0A%23fe7a76%2C%20DARK%20TOMATO%20800%0D%0A%23febdba%2C%20DARK%20TOMATO%20900&es-color-form%5F%5Ftile-size=compact&es-color-form%5F%5Fshow-contrast=aaa&es-color-form%5F%5Fshow-contrast=aa&es-color-form%5F%5Fshow-contrast=aa18&es-color-form%5F%5Fshow-contrast=dnp&ref=kevinrichard.ch) Colour contrast grid ## 3\. UX design ![](https://storage.ghost.io/c/b5/84/b5842abb-69ac-4d01-a1a1-0948682b5abb/content/images/2024/07/UX-challenge---Local-Food-Network-platform---3.-UX-design.jpg) ### **User flow of a new user who subscribes** For the challenge and time constraint purpose, we will focus on one user flow that illustrates the experience for new users joining our digital CSA platform. From the moment they arrive on the web app to becoming active community members, each step is designed to enhance engagement and convenience: ![](https://storage.ghost.io/c/b5/84/b5842abb-69ac-4d01-a1a1-0948682b5abb/content/images/2024/07/UX-challenge---Local-Food-Network-platform---Diagram.jpg) User flow diagram 1. **Starting Point**: New users arrive at the web app, where they begin their journey by exploring available options. 2. **Local Farm Discovery**: Users find a local farm and community that aligns with their preferences and values. 3. **Subscription**: After selecting a farm, users subscribe, choosing amongst different plans. 4. **Pickup Location Selection**: Users then select a convenient pickup location for their fresh produce. 5. **Community Integration**: New members receive invitations to join events, connect online, and participate in community activities. 6. **Recipe Ideas**: Users access seasonal recipe ideas, fostering a deeper connection with the produce they receive and encouraging culinary creativity. 7. **Ongoing Engagement**: Members stay informed about upcoming community events and continue to integrate with the CSA community through various channels. ![](https://storage.ghost.io/c/b5/84/b5842abb-69ac-4d01-a1a1-0948682b5abb/content/images/2024/07/UX-challenge---Local-Food-Network-platform---Wireframe-1.jpg) ![](https://storage.ghost.io/c/b5/84/b5842abb-69ac-4d01-a1a1-0948682b5abb/content/images/2024/07/UX-challenge---Local-Food-Network-platform---Wireframe-2.jpg) ![](https://storage.ghost.io/c/b5/84/b5842abb-69ac-4d01-a1a1-0948682b5abb/content/images/2024/07/UX-challenge---Local-Food-Network-platform---Wireframe-3.jpg) ![](https://storage.ghost.io/c/b5/84/b5842abb-69ac-4d01-a1a1-0948682b5abb/content/images/2024/07/UX-challenge---Local-Food-Network-platform---Wireframe-4.jpg) Initial rapid wireframe ### **Prototype** [FigmaCreated with Figma![](https://static.figma.com/app/icon/1/touch-180.png)Figma![](https://www.figma.com/file/6B7DxNxzFIeZs0KBSTObSX/thumbnail?ver=thumbnails/67cded30-6886-4fdc-b6eb-6ccc51bf946f)](https://www.figma.com/proto/6B7DxNxzFIeZs0KBSTObSX/Taurus-UX-Challenge?page-id=0%3A1&node-id=3-16&viewport=348%2C602%2C0.74&t=jWIpo3cFrV2mzDZx-1&scaling=scale-down-width&content-scaling=fixed&starting-point-node-id=3%3A16&ref=kevinrichard.ch) ## 5\. UX evaluation ![](https://storage.ghost.io/c/b5/84/b5842abb-69ac-4d01-a1a1-0948682b5abb/content/images/2024/07/UX-challenge---Local-Food-Network-platform---4.-UX-evaluation.jpg) ### **User test: structure** Due to time constraints, we chose an unmoderated user test methodology. Since we are in the early stages of the conceptualization process, we are asking broad evaluative questions along with performance metrics like success rate and time on task. **Structure** 1. **Task 1:** Exploring the Homepage and Discover local farms 1. **Evaluative question:** What was your first impression of the homepage? 2. **Task 2:** Subscription Process 1. **Evaluative question:** How easy to understand were the options and pricing ? 3. **Task 3:** Find recipe ideas 4. **Experience evaluation:** Overall, how would you rate your experience? **Note: the tests were conducted with a limited pool of participants, without any screening, using* [**Maze*](https://maze.co/?ref=kevinrichard.ch)**.* ### **Results** **Summary** Overall, participants reported a satisfactory experience. The discoverability of the homepage and the clarity of the first two tasks are both excellent, scoring well in usability tests. However, task three had a lower success rate, likely due to its higher cognitive load. **Recommandations** 💡 A potential improvement for task three is to better prioritize "recipe ideas" over other types of information once the user converts or logs in, to increase engagement. Read the full report from Maze: --- ## Resources The Miro board of this project: Figma project: