Taam Hateva Market - Consumer Side

Problem

Local farmers are worried about the decrease in their revenues due to the COVID-19 outbreak.

Research & Analysis

Due to time constraints and limited resources we didn’t interview farmers and consumers. In order to communicate to the team who the main users are and what they need, we created 2 provisional personas which are based on Facebook groups researches on local farmers and consumers, in addition to literature reviews of online researches about marketplace platforms. Additionally, I conducted a competitive analysis to study how marketplace platforms are structured, I was able to identify areas that we could learn from, as well as areas that we could improve on in our platform.

Meet our heroes

Competitive analysis

Defining the MVP

While these researches generated many insights, it was revealed that there were some commonalties. After discussing estimates with the development team we decided that the following identified key features will end up being the priority to tackle in this MVP (for the consumer platform):
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1. Sign up/log in
2. Profile settings
3. Home page that put emphasis on the value proposition
4. Adding products to the cart
5. Order checkout
6. Agricultural produce categories and search
7. Payment methods
8. Orders history
9. Order status tracking
10. Farmer's page

Each one of the features was given acceptance criteria by the product manager.

Solution
& Key Screens

Taam Hateva Market is a responsive web app which help local farmers sell their produce directly to the consumer without the involvment of middlemen, and it enables the consumers to buy fresh produce and support local farmers at the same time. This case study tackles only the consumer part of the solution.

Home page

This is the main entry point of the platform for the consumer user. It provides quick access to the navigation function. The users can look for fruits, vegtables, leaf vegatables and farmers. At the start of the interaction, users set the delivery address so they can see only the products that can be delivered to their address.

Categories page

Farmer's page

Consumers can always visit their favorite local farmers to find what they need and order products directly from their shop. In this page, they can also check the farmer’s contact details.

Cart

The products in the cart are displayed by farmers. Each farmer can set his own delivery cost, and we made that clear for the user here.

Checkout

Orders history

After the order is placed, an email is sent to the consumer with all the details of the order. In addition to the email, the consumer can keep track and check all his orders details in the personal area.

More visuals from the project

Outcomes

15,000+ visitors in less than 2 weeks
800+ orders in less than 2 weeks
50,000 ILS total sales less than 2 weeks
140+ farmer users