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WE CARE
Overview: We Care is a mobile app designed for individuals interested in cultivating their food but unsure how to begin. The app offers courses created by experienced farmers to educate users about gardening. Additionally, users can access organic produce directly from local farmers through the app.​​
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*This project is a revision of a group project with significant changes.
Timeline: Spring 2024 (4 weeks)
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Role: UX Researcher, UX/UI Designer, Packaging Designer
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Toolkit: Miro, Figma, Adobe Photoshop, Adobe Illustrator, Procreate, Canva, Zoom, Google Forms, Blender
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Why did I decide to redesign it? 🔥
In the first version of the We Care app, we aimed to enhance the user experience by incorporating various features such as social media integration, one-on-one lessons, and private messaging. However, this led to increased complexity and diverted the app from its primary objective.
When I began revising, I aimed to simplify the We Care app. However, I faced challenges, including potential security risks associated with one-on-one lessons and private messaging and users struggling to manage the numerous features. As a result, I decided to rethink the app's design to create a simpler and more user-friendly experience.
By removing social media integration, I was able to focus users’ attention on core features like courses and shopping. Additionally, I enhanced security and reduced farmers' workloads by using pre-recorded videos instead of one-on-one lessons. Finally, I simplified the user interface, making the app appear more modern and functional.
ENTRANCE
COURSE
SHOPPING
WeCare offers a comprehensive platform that enables users to learn about growing their food while facilitating access to organic food.
WeCare is more than just an app; it's a platform that empowers individuals to grow their own food sustainably while supporting local farmers. By providing educational resources, direct shopping options, and a range of WeCare products, we aim to make home growing accessible and enjoyable for everyone.
Education and Courses
Connecting novice home growers with experienced farmers
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Course Uploads: Experienced farmers can apply to become course creators by filling out an application form. Once approved, they can upload video lessons.
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Monetization: Farmers earn money per lesson purchased by users.
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Interactive Learning: Home growers can ask questions related to the course topics, fostering a community of learning and support.
Direct Shopping
The ability to shop directly from farmers helps users access fresh, organic produce while supporting local agriculture.
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Organic Food Shopping: Users can shop directly from farmers, providing access to fresh, organic produce.
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We Care Products: The app also offers its own products, such as Home Grow Starter Kits, Fertilizer Making Kits, and gardening gloves.
UX Research
Research Plan
Why would someone choose to grow their own food at home?
What challenges might they face when growing it at home?
User Interview
In the interviews conducted with 16 participants, they shared that the primary motivation for people who grow their own food is the desire for access to natural, untouched food and the enjoyment of home gardening as a hobby.
Classifying Users
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I discovered We Care's 3 main user types:
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Home Growers (who already have experience)
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Curious About Home Growing (who do not take action)
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Farmers (who want to sell their harvest or give lessons)
In interviews, I noticed that in addition to the need for information from experienced individuals, people often struggle to achieve a good harvest when growing at home due to mistakes they make. They are frequently unaware of the reasons for the poor results, making it difficult to determine what went wrong.
User Survey
Home Growers
8 / 10 people say 'YES'
5 / 10 person say 'NO'
Farmers
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selling by driving around with their cars
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contracted customers for wholesale (the food warehouse owners, bazaar sellers)
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own town bazaar
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city bazaar on certain days
5 / 6 people have no difficulty accessing technology.
Farmers
Answers to some of the survey questions
Do you struggle to find reliable sources for organic seeds and soil?
Is your space sufficient for home gardening?
How limited are your interactions with urban customers?
How is your access to technology and online platforms?
Home Growers
Defining Persona
3 goal-oriented personas bring together key insights.
01
Aylin,​ 32, Marketing Manager
Bio:
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Aylin, a full-time marketing manager, lives in the suburbs with her husband and two young children. Interested in growing her own vegetables for healthier meals, she feels overwhelmed by the vast amount of online gardening information due to her lack of experience.
GOALS​
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Learn the basics of home gardening.
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Successfully grow a small vegetable garden.
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Provide fresh, organic produce for her family.
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Engage in a relaxing and rewarding hobby.
FRUSTRATIONS
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Overwhelmed by conflicting information online.
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Lack of time to research and learn.
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Uncertainty about which products and tools to use.
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Difficulty in finding reliable sources of organic seeds and soil.
"I want my family to have access to organic food, but I struggle to find trustworthy sources to buy from. I want to grow my own food at home, but I don't know how to do it. I need simple, step-by-step guidance and reliable products to help me succeed." -Aylin
02
Mehmet,​ 45, Farmer
Bio:
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Mehmet has been an organic farmer for over 30 years. He grows a variety of fruits and vegetables on his family farm and is passionate about sustainable agriculture. Mehmet is looking for additional revenue streams and ways to connect with a broader audience.
GOALS​​
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Share his expertise with aspiring home growers.
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Generate additional income through online courses.
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Promote sustainable farming practices.
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Expand his customer base for organic produce.
FRUSTRATIONS​​
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Limited access to technology and online platforms.
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Difficulty in creating and editing video content.
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Challenges in marketing his courses and products.
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Limited interaction with urban customers.
"I have a wealth of knowledge to share, but I need a simple way to create and sell courses online. I also want to connect with people who value organic farming." -Mehmet
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Emel,​ 26, Yoga Instructor
Bio:
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Emily resides in a city apartment and has a keen interest in health and wellness. She has some experience with balcony gardening and is looking to broaden her knowledge to cultivate a wider variety of organic produce. Emily is tech-savvy and enjoys using apps and online resources to acquire new skills.
GOALS​
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Expand her balcony garden to include more fruits and vegetables.
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Learn advanced gardening techniques.
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Access high-quality, organic gardening products.
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Connect with like-minded individuals.
FRUSTRATIONS
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Limited space for gardening.
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Difficulty in finding specific information for urban gardening.
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Challenges in sourcing organic gardening supplies.
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Lack of local gardening communities.
"I love growing my own food, but living in the city presents unique challenges. I need advanced tips and products that cater to urban gardening." -Emel
HMW Questions
The HMW questions prepared are intended to guide the design and development process by addressing the key challenges and opportunities in the project.
Here are some HMW questions for We Care application project:
How can we make it easier for novice growers to start their home gardening journey?
How might we encourage farmers to create high-quality, informative courses?
How might we ensure that users can easily track their progress and successes in their home gardening journey?
How might we provide timely and relevant support to users who encounter challenges in their home gardening efforts?
How might we foster a supportive and interactive community among home growers and farmers?
There is currently NO platform where people interested in home gardening can contact farmers, buy organic produce directly from them, and learn about cultivation.
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UX Design
User Flow
I have created a user flow that includes pages/sections, user decisions, and user choice options. The goal was to clarify the shopping and learning process so users could easily use the app.
Afterward, I further expanded and explored each of these sections.
Wireframes
While creating the wireframe, I emphasized an intuitive content creation experience to enable users to easily access any type of content on the platform.
I utilized this tool to create visual representations and make informed decisions about the most effective user pathways within the system.
UI Design
Design Decision
I decided that the most suitable colors for my system design, which includes farming and gardening concepts, were earth tones. I chose orange as the ideal color to create a sense of fun and inspiration. I included green, another color that reminds me of gardening, in my design to create contrast with the orange. For typography, I chose Gotham Narrow, a dominant and presentable font. After ensuring that the color scheme and typography aligned with the brand identity, I created high-fidelity prototypes.
The Final Design
Each feature listed below was developed based on a comprehensive process involving thorough research, user stories, feedback collection, and meticulous user testing.
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Onboarding
Sign In / Sign Up
Mentoring Application Form
Taking a Course
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Users can purchase courses offered by experienced farmers.
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Farmers earn money for each lesson purchased and can engage with users by answering questions related to the course topics.
Purchasing a Food
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Users can buy food directly from farmers.
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In addition, We Care sells its own products. Examples of these products are; "Starter Kit" for those who are new to home plant growing, "Fertilization Kit" for those who have problems with fertilization, shovel, hoe, and garden gloves.
Home Grower Profile
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By becoming an annual premium member of We Care, users gain the following benefits each month: access to three free courses, removal of ads, and a complimentary WeCare Starter Kit package.
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Users earn a sticker for each completed task.
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If any issues arise, users can receive assistance from live support to obtain information or file a complaint.
Shopping from We Care
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In addition, We Care sells its own products. Examples of these products are; "Starter Kit" for those who are new to home plant growing, "Fertilization Kit" for those who have problems with fertilization, shovel, hoe, and garden gloves.
My Learnings
The Importance of User-Centricity: Challenging Assumptions & Refining Design
The initial stages of this project began as a group effort. However, over the years, I decided to revise our approach and started the research process anew. As my research uncovered various unexpected issues, both the project's purpose and the design decisions underwent significant changes. I initially dedicated a considerable amount of time to theoretical research, but I later realized that many of these insights were not practically applicable to the specific context of the project.
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This experience highlighted the importance of user-centered research. Actively seeking ways to observe and interact directly with the target audience not only challenged my initial assumptions but also had a substantial impact on the design choices. It was both challenging and enlightening for me to make decisions regarding an interface design that needed to be enjoyable while still formal enough to instill confidence in the shopping process.
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