Digital Product · UX research · Product design · Responsive web
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Freshbox is a farm-to-door product concept focused on locally sourced produce and stronger connections between customers and local food systems. I led user research and product design work, collaborating closely with development to translate findings into a responsive experience.
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Project Digital Product
Role UX research · Product design
Focus Responsive web · Marketplace UX
Type Personal project
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Customers needed easier access to high-quality produce and clearer information about where food comes from, while the product also had to account for farmers and vendors in the wider system.
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Create a simple marketplace experience, improve trust around sourcing and design responsive product flows that could support both discovery and purchase.
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I led user research and analysis in a small design team and worked closely with development to keep the design practical through implementation.
We initiated the project by engaging in meaningful conversations with business owners to gain insights into their project goals. Armed with this valuable information, we proceeded to form focused discussion groups. These groups comprised a diverse set of participants, ranging from individuals passionate about healthy food to farmers, vendors, and also carried out a UX audit of our competitors. By including this varied mix of stakeholders, we aimed to obtain a comprehensive understanding of their desires and needs, ensuring a well-rounded perspective to guide our project forward.
User Interviews: We conducted in-depth interviews with potential users to understand their meal-planning habits, challenges, and preferences. This qualitative research provided valuable insights into user needs and pain points, which informed the design decisions.
Competitive Analysis: We analysed existing meal planning applications to identify strengths, weaknesses, and market gaps. This analysis helped in positioning "Freshbox" uniquely in the market by addressing unmet user needs. Link to the document
Surveys: We distributed surveys to gather quantitative data on user behaviours and expectations. The collected data was instrumental in validating assumptions and guiding feature prioritization. Link to one of the Surveys
