MARKET SMARTS
Improving the farmers market experience for vendors and customers
Fall 2016 User Experience Fundamentals
Tunya
Yu
Hanusharana
Arunan
I-ping
Chen
Eric
Schaefer
Problems for shopping customers
$
$
$
???
Problems for vendors
Goals
X
X
Non-GMO
Certified ORGANIC
Key Personas: Shopping customers
•
Single w/ 2 young kids.
•
No time to go to several
stores.
•
Wants fresh, healthy
food
•
Admin. asst., lives and
shops with husband.
•
Looks for discounts.
•
Low-tech and doesn’t
like online shopping.
•
Busy professional with
spouse and 2 kids.
•
Eats only organic foods
•
Price is no concern.
•
Single, recently moved
out of parents’ house.
•
Lacks
knowledge of good
food, recipes, and
cooking skills.
•
It is hard to find good
food nearby.
•
It is hard to find all
items at 1 place, 1 time.
•
Markets are at
inconvenient times.
•
What products are at
the market?
• Market prices fluctuate;
working with a budget is
hard.
•
What’s on sale?
•
Market schedules can
change without
notification.
• Desired products might
not be at the market,
which impacts cooking
plans.
•
Can’t determine ripe,
high-quality produce.
•
Can’t cook.
Sunitha
Becky Doris
Adora
Name
Role
Pain
Key Personas: Vendors, Market Managers
•
Sets up the market stall
at 4 markets in 4 days
(Thurs. – Sun.)
•
Antonio’s boss
•
Co-owner of AB Farms
•
Does not sell at the
market
•
Keeps the peace at the
market
•
Keeps vendors in line
•
Doug’s boss
•
Director of the Central
Coast Farmers Market
Association.
•
Little time, lots to do on
the road.
•
Not enough shoppers;
competition with other
vendors.
•
Drought
•
Potential trade war in a
Trump administration.
•
His boss wants him to
do more advertising and
vendor outreach
•
Vendors complain
about
fees, lack of foot traffic
• Competition with other
FMAs
• Getting and keeping the
right mix of vendors
Doug
(Market
Mgr.)
Aaron
(Business
owner)
Jerry
(FMA
director)
Antonio
(Vendor)
Name
Role
Pain
Vendor
Reviewer
Market
Manager
Customer
Farmer John:
Market Hours
List of vendors
FMA info
• Apples
• Broccoli
• Cauliflower
• Eggplant …
Business
Owner
FMA
Director
Objectives:
• Reviews are visible to all market participants (shoppers, vendors,
market managers).
• Shoppers can message vendors. Vendors respond to 80% of
messages within 24 hours.
• In 4 clicks or less and within 30 seconds, a customer can determine
product origin, grow method, seasonality.
• In 4 clicks or less and within 30 seconds, a customer can determine
the nearest market that sells a given product on a given date.
• All other things being equal, vendors realize at least 5% increase in
revenue after 2 months of participation.
Testing the prototype
Conclusion
Accurate
information
Confident
shopping
More shopping
More
sales
Thank you
Q&A
Summary: What information do shoppers want?
