Sustainafarm is here to foster a resilient agricultural community dedicated to preserving the environment and providing knowledge and resources for sustainable farming
UX Designer
2 months
Agricultural Sector Research / Concept Map
User Personas / Information Architecture
Low-Fidelity Wireframes / Built UI Components
High-Fidelity Mockups / Interactive Prototype
I did research to understand the landscape of sustainable farming through existing sustainable farming platforms. This research helped shape my concept map, which outlines how sustainable farming practices, financial support, and community resources interconnect.
Small-scale farmers face significant challenges in accessing sustainable farming resources, knowledge, and community support. Traditional farming resources are often fragmented, making it difficult for farmers to find reliable information and connect with other sustainable agriculture practitioners.
SustainaFarm provides a centralized digital platform that connects farmers with sustainable agriculture resources, expert knowledge, and a supportive community. The platform facilitates knowledge sharing, resource access, and community building to help farmers transition to and maintain sustainable farming practices.
This phase was centered around taking research insights to create a strong foundation for the project. I identified key pain points, challenges, and opportunities within the sustainable farming ecosystem and created detailed user personas, mapped the user flows, and deepened my understanding of the farming and sustainable agriculture landscape.
Two primary personas emerged from the research: Alena, a donor/activist focused on providing support and measuring impact, and Rhia, a farmer focused on implementing sustainable practices and receiving support. These personas and their journeys represent the dual nature of the platform and bridge the gap between those who want to support sustainable farming initiatives and those who implement them.
Based on the personas, three distinct user journeys were identified - the Donor Journey (from awareness to donation), the Farmer Journey (from joining the platform to receiving support), and the Support Organization Journey (connecting with farmers and managing resources).
Each of these journeys is outlined from the homepage and leads to the donation process, where users can select the donation amount and payment method before completing the transaction.
During the ideation phase, I focused on my research insights to make my design solutions. I began with low-fidelity wireframes to show the basic structure of the website. I established navigation patterns, an intuitive donation process and incorporated educational content sections.
The UI design phase involved developing a visual identity and design system that reflects the values of sustainability and community. I used an earthy color palette, modern typography for improved readability, consistent button styles and incorporated meaningful imagery of farmers and farming practices.
