SIMON LEON
.png)
.png)
Project Overview
The product
The purpose of this app and responsive website is to connect Coffee Farmers with Coffee Roasters.
Project Duration
1 Week: August 28th - September 3rd
The User Problem
Since farmers do not require to much land to harvest coffee, most plantations are ran by small family owned farms. This means they often don’t get a say when negotiating with coffee roasters. They often get taken advantage of and are paid disproportionately less than the coffee roasters that are buying their coffee.
The Project Goal
My goal with this app and website is to bring awareness to the issue and help roasters find partner in coffee farmers.
My Role
I completed the entire design process therefore my role was scattered through many UX roles such as interaction design and visual design.
Responsibilities
User research, wire-framing, prototyping, iterating, visual design, etc.
Understanding
The User
-
User research
-
Personas
-
Problem statements
-
User journey maps
User Research Overview
I knew that there would be two types of users. Local and domestic. The way these two would work in relation to my idea would contrast heavily. The locals wants to bring awareness, respect, culture, and status to all that share their same way of life. Whereas the domestic may be more business driven and also only be users because the media will hold them accountable.
User Persona
User Story
"As a local Latin American coffee roaster I want to stop coffee farmers from being exploited and taken advantage of so that Latin America can begin to take credit for the impact we have on the industry."
Problem Statement
Jonathan is a local coffee roaster who needs an easy way to see multiple local coffee farmers with lots of details because they want to to give them an opportunity to be seen and get what they deserve.
User Persona
User Journey Map
​
User Story
"As a domestic North American coffee roaster I want to change the perspective of big corporations so that we can acknowledge those who make coffee possible and so that our company is viewed as supportive."
Problem Statement
Wendy is a domestic coffee roaster who needs an easy way to see multiple local coffee farmers with lots of details because she wants to look good for the media and improve their PR / branding.
Starting The Design
-
Site Map
-
Paper wireframes
-
Digital wireframes
-
Low-fidelity prototype
Digital Wireframes
For the app I was thinking of having the coffee farm options on it’s own page, but then I realized I only have a certain amount of time to hold the user before they get frustrated and click away. This is why I made the main user flow accessible from the home screen.
Low-Fidelity
Prototype (App)
Refine The Design
-
Mockups
-
High-fidelity prototype
-
Accessibility
Mockups (App)
For the visual design of this app I didn’t want it to feel extremely corporate nor did I want it to feel like I am overly exposing an idea with bright neon colours / fonts. I wanted it to feel real, warm, and filled with cultural ties.
I tried many different layouts for the information card, re-arranging items and shifting alignments helped me come up with a final design that worked well with the shape and space I had.
Responsive Design
-
Information Architecture
-
Mobile / Laptop Web Design
Site Map
I wanted to make my site different than my app, in that it is more focused on the cause and impact. Whereas the app was more focused on the task of finding farmers.
Mockups (Web)
Takeaways
Impact
As a Colombian-Canadian, I can relate heavily to both sides of this product. I believe bringing more awareness to the people who make the products we consume daily is not only important but also our responsibility. This app can help bridge the gap and get farmers paid.
What I learned
When beginning this process, I thought it would be hard to find ways to differentiate the app and website, although I soon realized that there were so many possibilities to make each product unique.
Next Steps
1.
​
The first thing I would do would be to make users can click each option on the donate page. As I only let them make one choice for the design.
2.
​
The second thing I would do moving forward would be to add more screen options on the app. Due to the time crunch before university, I was unable to add as many creative ideas as I would have.
3.
​
The third thing I would do that would be pretty fun would be a second website or app that is a marketplace for coffee roasters. This way we can get coffee roasters to learn about our company.
