Hollywood Farmers Market
Responsive Website Redesign
Project Overview
Website redesign for a farmers market in Portland, Oregon. Integrating stakeholder needs and custom photography.
Problem
The website no longer reflects user demographics and the market director is not able to easily update web content.
Solution
Conduct user research to inform design direction and transition to a user-friendly web design platform, in order to accurately reflect the current market state.
Tools
Figma, InVision, Canva, Trello, Miro
Team
3 UX Designers
My Role
Team Lead
Interaction Design
Timeline
4 weeks
This project was completed as a class assignment for the University of Oregon's UX/UI Bootcamp.
1. Discover
Stakeholder Interview
We interviewed Allison Delancey, Market Director of the Hollywood Farmers Market, as a key stake holder for feedback.
She introduced us to the Hollywood Farmers Market on a big picture level, representing a history of love and passion for community and nutrition.
We learned that the Hollywood Farmers Market was a key player in the rollout of a SNAP matching program, projected to have provided $80,000 in nutritional supplementation for qualifying households in 2022.
Allison identified the following needs in her vision for an updated website:
User Interviews
Our team conducted 5 user interviews, with the purpose of redesigning and supporting the need for a site that is easy to maintain for a local farmers market, in collaboration with stakeholders and users.
Goal: Support the mission of the Hollywood Farmers Market and increase their reach by improving access to Hollywood Farmers Market events and announcements for the community.
Objectives:
1) Learn more about what people look for in a farmers market
2) Learn more about how people find farmers markets
3) Learn more about how to make farmers markets more accessible
User Survey
In addition to the interviews, we conducted a user survey to gather more quantitative data about market customers and their motivations. We gathered 18 responses.
We learned that:
→ 48% of users rely on social media for updates about farmers markets
→ 28% rely on hearing about farmers markets by word of mouth.
Affinity Diagram
Users expressed interest in community engagement and fresh, local produce above all. There was a collective agreement that the location and schedule of the market was the most important information - and appreciation that those pieces are front and center on the website.
Users were generally unaware of the SNAP match program before visiting the website, but felt that the information was clear once they were looking for it.
We interviewed one African American SNAP participant who was not previously aware that SNAP matching was an offering at Portland Farmers Markets. She expressed a desire to go take advantage of that resource within the next week!
2. Define
Proto Persona → User Persona
We created a Proto Persona, Pamela Jo, in early research stages, reflecting the historical demographics of the Hollywood Farmers Market. Once we completed our user interviews, we updated the persona to reflect the insights we gathered. The User Persona turned out to be a younger woman of color, with buying habits that reflect her personal values - supporting woman-owned and BIPOC-owned businesses.
"We see a lot of Pamela Jo's"
- Allison DeLancey, Director of Hollywood Farmers Market
User Insight Statement
Abbie, a busy, working-mother to an 8-year-old, just moved to a new neighborhood. Abbie is looking for good local food and family-friendly activities. She loves farmers markets - she just needs to find one!
Problem Statement
Hollywood Farmers Market's current website does not align with their brand standards and has out-of-date information. It needs to more effectively showcase the welcoming culture and diverse community of the market.
How might we embody the market experience and promote a greater sense of community?
1: Update assets to reflect the market
2: Keep information current
3: Increase stakeholder content control
3. Ideate
Heuristic Analysis
User testing and stakeholder interviews confirmed that the most important information to deliver is the location and market schedule. Users also are wanting to visit the website to learn about what vendors participate here and whether or not their dogs are allowed to tag along 😊
The homepage generally needs a big clean sweep, simply sifting out the clutter.
Style Guide
We wanted to promote an overall feeling that the Hollywood Farmers Market is a hub for community. Integrating custom, authentic and inviting photos, with big smiles that break the fourth wall make website visitors feel like they are being welcomed into the market right then and there. Fresh, organic colors reflect the gorgeous produce that keeps market customers coming back season after season.
Feature Prioritization
We completed an I LIKE / I WISH / WHAT IF exercise to explore potential functionality. We sifted through the findings with dot voting, plotting the features with the most votes into a matrix weighing impact and complexity. We aimed to prioritize integration for the features that were high impact, low complexity - creating maximum impact with limited time constraints.
4. Design
After countless hours spent in search of inspiration, competitor trends, and mood-boarding, we successfully emerged with consensus.
Handdrawn Wireframes
Low-Fidelity Prototype
Mid-Fidelity Prototype and Usability Testing
We conducted 5 user tests, gathering feedback on the hero imagery and the information architecture.
We integrated several changes, ultimately increasing legibility of the header text and changing the hero image.
100% of our users were able to locate key information, even if they did name suggestions for increased legibility.
Hi-Fidelity Prototype
Integrating custom photography at this stage seemed to make the largest impact in reflecting actual customers and scenes from the market.
Conclusion
We appreciated the opportunity to integrate a stakeholder from the beginning of the research phase. Our next step will be prioritizing research and ideation for a vendor page. We are in the midst of confirming plans to bring this design to life!
