In Leuven, Belgium, there is open-air market every Saturday morning in the city center where local people can buy organic and fresh products such as meat, vegetables and fruits. When I was a student, I rent a student room in the suburban area and the supermarkets in that area are closed during the weekend, moreover, the organic products like vegetables and fruits are not fresh and more expensive than other markets. So if I needed to buy these products, I had to take the bus to the city center to do shopping at the open-air market which made me waste a lot of time.

From my pain point, 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.

Target Users

  • Farmer

  • Consumer (Student and employee)


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 whom were interviewed are farm owner.

  • Farmers have to pay for place rental, fuel cost from their farm to the market and wage.

  • Farmers cannot sell the products at the market everyday

  • Some perishable products like berries and vegetables are not always handled or stored properly.

  • Want more channel of distribution

  • Capital reduction such as place rental

  • More profit

  • Make sure that their customers receive fresh product

From the information I gathered, I created a user persona who would represent a mental model of my users. My persona is Jeroen Van Mals, who is a strawberry farm owner who wants more channel of distribution for selling his products. 


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.

  • The products in the supermarkets are expensive, not fresh and not various

  • Waste of time for going to the open-air market

  • Organic products are very expensive

  • High cost living in the city

  • Have a variety of product in one place

  • Save time and money

  • Buy good quality product with a good price

From the information I gathered, I created a user persona who would represent a mental model of my users. My persona is Thomas De Wolf, who is a Master student who wants to save money for paying the education fee by himself. 

Let’s start the Solution!

Look for new ideas!

Besides the interviewing and survey, I also looked at a few competitors or similar platforms such as AliExpress,,, (mean ‘Kitchen’ in Thai) ,Amazon, and analysing UI, UX, User flow, IA and key features.

Information architecture
Ideate and Sketching

As I mentioned above, I looked at a few similar platforms such as AliExpress,,, (mean ‘Kitchen’ in Thai), Amazon and 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!!