At Farm Link Hawai'i, I revamped the grocery browsing experience for SNAP-EBT customers
Farm Link provides an online marketplace that connects local customers to local producers through grocery delivery and pickup. They wanted to improve their UX ahead of their website migration to Shopify. I collaborated with two designers and the Farm Link team to revamp the browsing flows and interface design, creating interactive prototypes and a design system.
CLIENT
Farm Link Hawai‘i
TIMELINE
8 weeks (Sep - Nov 2023)
MY ROLE
Product Design Intern
TEAM
2 Product Design Interns, Senior Product Designer, Developer
Many grocery shoppers seek the convenience offered by major online platforms, yet these services aren’t structured to support local food systems
By connecting local customers to local producers, Farm Link’s platform supports producers in scaling their businesses while ensuring customers have access to fresh, locally sourced food. Every dollar spent at Farm Link contributes to a thriving local food system.
Farm Link is working to make healthy food more accessible and transform the local food landscape of Hawai‘i
By participating in the SNAP program, Farm Link ensures that families can access nutritious, quality food without compromising their health or budget.
Many customers rely on the convenient home delivery that Farm Link provides. It’s meaningful to me to contribute to a product that shapes how people nourish themselves and the larger food systems of Hawai‘i.
Focusing on the continued growth of their SNAP customer segment, Farm Link wanted to improve their UX
The intended outcomes:
Farm Link will achieve increased conversions to first order and dollars spent using SNAP-EBT payment
SNAP customers will experience a more streamlined grocery browsing process and improve their health through quality, local food
But what does “improve their UX” really mean? Initially, there was some ambiguity about the most crucial customer needs.
To understand the problem from different angles, we conducted research using multiple methods
From this data, there were different directions that we could take for this project. However, we needed to figure out where we could make the most impact in the shopping experience within a short timeframe and prioritize our work.
We identified three key areas that would significantly improve the convenience and clarity of the browsing experience
We found that two of these areas would benefit not only SNAP customers but all Farm Link customers, broadening the impact of our project.
Through workshops, testing, and stakeholder review, our designs evolved from initial concepts to the final proposal
Simultaneously, we developed a design system, focusing on consistency, accessibility, and responsiveness.
As an intern, I had the freedom to explore my interests and expand the project scope for individual growth. We developed Farm Link’s first design system for both desktop and mobile that will evolve as the business continues to scale and applied this visual language to our prototypes.
The final designs met project goals and success criteria defined at the beginning
Delivery/Pickup Selection
Created a new header feature, allowing customers to easily change delivery/pickup details without leaving the product listing page
Product Cards + Navigation
Streamlined the product listing page with enhanced product card UI and a dynamic navigation system for infinite scrolling
SNAP-EBT Indicators
Improved clarity through SNAP product labeling and a price toggle, allowing customers to identify eligible items and discounted prices prior to adding to cart
Our designs made an impact on three different levels: internal company workflows, SNAP customers, and the greater food systems of Hawai’i.
It was incredibly rewarding to work alongside people committed to building a platform that makes a positive impact on the people and the place where I was born and raised. I know that many customers rely on the convenient home delivery that Farm Link provides, so it’s immensely meaningful to me that I contributed to a product that promotes access to healthy, local food and plays a part in shaping the food systems of Hawai‘i.
I feel fortunate work with a senior designer who specializes in design systems, an area I wanted to grow in. The design system made an impact on the company’s future design and development processes by establishing a valuable foundation, promoting consistency, efficiency, and accessibility.