During I’ve attended the Interaction Design at HoWest in Belgium, I had to did a project about UX/UI from doing the UX research till creating the Hi-FI prototype and I chose to do an agricultural e-market platform in Belgium because in the future I would like to create a agricultural e-market platform in Thailand by learning this ux case study for helping Thai farmers to have more income.


I noticed that the strawberry prize in a strawberry garden in my area where I lived is much cheaper than in markets. I think the price difference is due to the fuel cost, rental and wage. So if there is a platform which consumers can order products online from gardeners and also farmers directly or go to buy them at the gardens and farms, Consumers can buy fresh and good quality products in the cheaper prize than in markets while farmers can sell their products more. 

From this hypothesis, I came up with a project which is an Agricultural e-market website called GREEN FARM. The following case study is my process and output.



I first created a lean survey canvas and then I asked 4 farmers in the market at Leuven by face-to-face interview and summarized the information that I gathered. Surprisingly, all the farmers who were interviewed are farm owners.

I created an online survey and sent it out to my friends and people I know in Leuven. I got 8 responses back from an online survey. Most of the consumers are the people who want to 
save money and time but they also want good quality products.



Besides the interviewing and survey, I also looked at a few competitors or similar platforms to analyse UI, UX, User flow, IA and key features.

From the doing market research on web analytic (, this is the top 4 in similar platform

For understanding competitors' users better, I asked people around me to test these platforms by giving the tasks of each platform. I divided it into two tasks:

  • Assume that these platforms are the websites where you can search the farm products of the farms in your local areas and you would like to order the farm products online of each farm and deliver them to your home.

  • Assume that you would like to go to the farms in your area to buy farm products and use these platforms to search the farm location.

I’ve interviewed 4 users and observed their behavior: 2 of them were students and the less were employees. Besides testing using the platforms, I also asked their experience about using grocery delivery service or buying fresh products at the farm in their local areas, some feedback from each platform and satisfaction score.



I used the data wall to summarise the competitors users (Consumers) feedbacks and feelings but for the farmer interview, the average of their age is 55-65 years and they are not good at technology. So if they would like to join the agricultural e-market platform, they will contact to the admin directly to create their page.

For the stage this point after we’ve finalised and defined each touch point of pain point based on the research wall and the data wall, we’ve summarised into the empathise map where we can see a good view of the comprehensive in competitive research.

Some part of the data within the research wall we’ve finalised and did the deep-dive into ranking survey where we questioned the user based on the usability and let they rank the usability rates.


From the information I gathered, I created  user personas who would represent a mental model of my users.


Information architecture
Ideate and Sketching

As I mentioned above, I looked at a few similar platforms such as Goodeggs, Instracart, before I started sketching lo-fi wireframes. So most of my ideas came from these websites.

Early sketches for Home, product list,

product page and shopping cart

Early sketches for farm list,

farm page and farm's product

Concept of my design!

LOGO - I used Luminari font to design the logo. The green color in the logo stands for agriculture and nature. ‘M’ in this logo is designed to be pumpkin.  It is a simple logo design with playful and nature use of design elements.

PRIMARY COLORS are green, orange and white. The green color means natural, life and growth which symbolic of agriculture,while the orange color means innovation and successful which symbolic of e-marketing and the white color means cleanliness and fresh which symbolic of products. 

SECONDARY COLOR are dark gray and light gray to balance the color theme and portray an energy

The imagery should be kept vintage, natural and fresh

screen & prototype

Concept - landing page
Search product steps - 
look for homemade
strawberry jam ;D


Concept - Product Page
Search FARm and
farm's product steps (Video)


Concept - farm Page
Concept -
farm's Product Page
Shopping cart steps (Video)



From my experience that I have wasted my time and money taking the bus from home to the market to buy vegetables and fruits, I made the agricultural e-commerce platform that consumers can buy agricultural products online directly from farmers. 
Moreover, some farms offer fruits and vegetables picking where people can visit there and buy fresh farm-products which consumers can search for farms in their area on this platform. In the meantime, they can read the story of each farm and their products. This website offering farm details suitables to farmers who do not have their own website and makes the farms look more interesting than having only photos and information.

From the research, Most of the users who are farmers, are old people and do not have much knowledge about technology. At the beginning of the agricultural e-commerce platform, if farmers would like to open their own shop online, the easiest method is contacting the admin to open it. Therefore, you will see that this platform is more user-friendly for consumers than farmers. Anyway, deep analysis and additional testing needs to be conducted in order to refine and validate the solution.

In the course of my training, I learnt how important it was to follow a user-centered design process. Therefore I would end with one of my favourite quotes by Jared Sinclair— “Good design is about process, not product.” 

thank you

for scrolling!!