Connecting farmers and buyers through trust-driven design
Farm-to-Home is a mobile platform designed to connect consumers with fresh, locally sourced produce directly from small and medium farmers. My focus was on reducing friction, strengthening trust, and creating an experience that feels as warm and reliable as buying food from a local market — but with the convenience of modern delivery.
- Role
UX/UI Designer
- Work
App Design, Web Design, Brand Identity, Graphic Design
- Platform
Android / IOS / Web
- Country
Netherlands
- Year
2021
MAIN CHALLENGE
The core challenge was to bridge the gap between small-scale farmers and urban consumers by creating a trustworthy, easy-to-use grocery delivery platform. Consumers often lack transparency about where their produce comes from, and farmers struggle to access direct-to-consumer markets without complex logistics.
Our goal was to design an app that makes buying farm-fresh goods simple, reliable, and emotionally connected — while ensuring that farmers have a seamless way to manage inventory, delivery schedules, and orders.
APPROACH
User Research & Interviews. I conducted interviews with both end users (home cooks, health-conscious consumers) and local farmers. This helped us understand pain points: consumers worried about freshness, price, and trust; farmers needed a system that didn’t demand too much technical overhead.
Prototyping & Testing. I built prototypes and ran usability tests with a mix of real users and farmers. Iterative feedback allowed us to simplify flows, reduce clicks, and improve trust signals (e.g., farm story pages, farmer ratings).
VISUAL IDENTITY
The visual identity was crafted to reflect freshness, authenticity, and connection to nature. I used a warm, organic palette — soft greens, earthy browns, and muted yellows — to evoke farm landscapes and healthy produce.
LESSONS LEARNED
Trust is a feature. Transparency, origin stories, and farmer profiles proved more influential than discounts or speed.
Farmers need simplicity. Designing tools for time-constrained, non-technical users required radical simplification.
Seasonality drives behavior. Users respond strongly to seasonal recommendations, which became a strategic component of the catalog design.
Small moments matter. Microcopy, contextual tips, and meaningful empty states increased user confidence during early usability tests.
NEXT STEPS
Farmers reported a 50% reduction in unsold inventory
10K monthly active users as of 2022
37% of users place repeat weekly orders
5 000 orders processed as of 2022