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“When is the release date? I want to use it already.”

[Asia, tester]

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Your Virtual, Local Food Market

about the project

TEAM

my role

9.2019 - 7.2020

Poletko is a virtual space that connects sellers and buyers

of food that is grown and made

locally - in a scale of region

and country.

Project was made during postgraduate studies at the

SWPS University in the field of

User Experience | Product Design.

During the thesis defence,

the project was received enthusiastically and got

the highest grade.

We intend to continue with the development of the idea into

a real thing.

Marta Damasiewicz
Katarzyna Kowalczyk
Kamila Mrowiec

Karolina Berger
Laura Piskor

We were really lucky to have a quite well matched team. Of course, there were some differences & heated conversations during the design processes, but that's how ideas are polished, no?

We were also super lucky to have a great mentor - Andrzej Bogatko,

who was a huge help & great to work with during the whole project.

Well...  usually in such groups, people are encouraged to choose a leader or take a lead in turns. We didn't. Instead, we unconsciously followed the idea of turquoise society, and it worked beautifully for us.

So actually each of us had the opportunity to work and prove herself in every role. 

Of course, as I'm pouring my way of storytelling into this case study, I will also show lot's of fragments I worked on.

We went through the complete

UX design process:

* 01 Research

* 02 Strategy

* 03 Design

* 04 Prototyping

* 05 Testing

An interesting

COVID-19 Fact

About halfway into the school year, Covid-19 happened. We were all forced to switch into an online mode. It was a challenge for everyone. For us, it was the inability to see our peers. For teachers, talking to an invisible crowd during lectures.

But there was also a silver lining. Why?

Because we were forced to invent new tools for completing tasks. We had to conduct tests in ways, that were much different from ones in the first semester. And despite the inconvenience, it all benefited our overall experience.

But what if you live in the city and there's not much choice,

but to buy such products online.

Would it be easy?

It turns out - not really.

Why? Let's find out.

Nowadays we can observe, that good quality food is gaining popularity.
We no longer want anonymous supermarket goods poisoned with chemicals.
Instead, we want a real thing "straight from the farmer." 

And if you live in the countryside, you can most likely purchase it from your neighbors.

problem statement

But first, let's meet...

Main Issue

USERS

In the beginning, we wanted to make it easy for Buyers.

But further into the process, we realized, that there's no market without Sellers, and we need to hear their side of the story.

Especially since our sellers turned out to be a niche with special needs.

But we'll come back to that later

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Buyers

People interested in the online purchase of good quality products from local producers. They care about health and want to support the local/national market at the same time.

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Producers

People that grow or make healthy food and are interested in selling it online -

on the scale of the region or country.

They take pride in their products

and the way they are made.

Main

Channels

There are two main channels for online sale and purchase of local food products: online stores and Facebook groups of food cooperatives.

None of these solutions sufficiently meets the needs of consumers

and producers.

classic www shops

One source is websites that mediate the sale of local or organic products.

Their disadvantage is the insufficient number of producers, which results in a small selection of products. Also, some shops have a narrow reach. Others charge high fees.

Facebook Groups

Are you surprised? I was.

On Facebook groups, you can buy products directly from the manufacturer. However, there is no system for sale here as it is just a kind of notice board.
To order something, you need to write to the seller or leave a comment

under the post. Often you don't know if the product is still available or not.  Sometimes you have to fill the order in Excel. This does not work on the phone.

And it seems there are more Buyers than available products.

Manufacturers are quickly selling products, but ...
They have a problem with order management. They receive phone messages, text messages, comments on posts, and private FB messages.

They often have to ask for details or explain that the product is no longer available.

Most orders are payable on delivery.

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Desk Reserch

desk

research

Desk research resulted in those data.

16% surveyed regularly buy food products on internet.

That was before COVID - 19. 

After, sales increased dramatically.

The surveyed Internet users regularly buy food products on the Internet.

Poles aged 15-65 prefer organic food - they buy directly from the farmer, certificates

are not a necessity.

Poles declare that Polish food is better than one imported from abroad.

Poles declare that it is important to them that the food products they buy come from Polish crops.

O1

research

Methodology

scenarios

Research
  • IDI interviews - based on two separate scenarios: one for Buyers and one for Producers

  • Ethnography Researchthe observation of the buyer at his home added additional context to our research and subsequent interpretations.

interviews

Scenarios were prepared for each: Buyer and Producer and  were divided into three parts:

  • Finding out about the motivation to buy/sell local products

  • Getting to know the purchasing/selling process

  • Identification of problems / blockages / barriers when making local purchases or selling local products.

In the end we did:

  • 9 IDI interviews with Buyers

  • 3 IDI interviews with Producers

  • 2 Ethnographic Observations

Why such a difference in numbers? Because the decision to add Producers was made a bit later. There was no time left, but we really wanted to include them to reflect the other side of the process.

And it was a good move.

Interview data analysis

After collecting all the data, we made a thorough analysis using the Cluster Method. We have drawn the following conclusions:

research conclusions

our recommendations

  • Buyers want to order with a smartphone. Not all platforms are adapted. This forces them to use the computer.

  • The solution should be adapted to mobile devices. It might be a good idea to create a mobile app.

  • Buyers want to order while in traffic, but hey don't want to "tap".

  • The solution should be adapted to mobile devices. It might be a good idea to create a mobile app.

  • It might be a good idea to use a Voice Interface.

  • You can find many manufacturers on dedicated Facebook groups, but with a narrow product offer. This forces you to place many separate orders.

  • Enable collective purchase of products from different manufacturers in one order.

  • The availability of local food on the internet is limited.
    There are many buyers and few sellers.

  • Enriching the offer by attracting lots of various manufacturers and gathering them in one place.

  • Inaccurate descriptions and the lack of photos in advertisements arouse buyers' concern and discourage shopping.

  • Introduce a uniform appearance of advertisements - detailed descriptions, real photos, product units, and visible prices.

  • Buyers declare that the origin of the products or certificates confirming organic farming is of great importance to them.

  • Access to information on the origin of products. Awarding certified products. To consider verifying the manufacturer by a moderator as a requirement to join the platform.

  • Reliable feedback from real users plays an important role in verifying sellers and is a big quality indicator for the buyer.

  • Encourage users to give feedback: send reminders, implement a simple "star" system, and referral program.

  • There are not enough stationary collection points in cities. Buyers would like to use home delivery, but few manufacturers offer it and the cost is often quite high.

  • Enable pick up of orders at multiple points, with flexible pick-up times. Introducing free home delivery for orders over a certain amount.

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The producers' side of the story is included in the full report, as "the voice of the Producer".   But looking back I would include it in the research conclusions as well.

Of course,  we did make a detailed analysis, "Producer" Journey, and later a very well prepared VP Canvas -  exclusively for them.

shortened User Personas

On the basis of the collected research, we selected three personas, two main ones - buyers and one supplementary persona - producer.

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buyer: gosia

Age: 36

Occupation: business owner

What are her needs:

  • wants to support local producers

What annoys her:

  • it annoys her that on some sites it's impossible to order via smartphone

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buyer: Ania

Age: 29

Occupation: maternity leave

What are her needs:

  • she wants to be sure that her family and herself eat healthily

What annoys her:

  • when product adverts don't have all the necessary info

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Producer: ewelina

Age: 40

Occupation: cashier in the botanical garden

What are her needs:

  • she wants customers to know that the products she produces are healthy and made with the best ingredients

What annoys her:

  • does not want to waste so much time contacting the client

02

strategy

Strategy
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But what if access

to healthy local food was easy?

We turned this idea into our design goal.

Close observations showed us that the demand for good local products is huge. However, there is no solution that will allow this niche to flourish fully.

our design goal

Value proposition

After collecting and comparing data, we created two versions of Value Proposition - one for buyers and one for producers.

Due to difference in the location of team members, some tasks were done online. VP was completed in Miro, and we worked on it together, communicating via a group call.

As you can see on the VP map, the number of issues and ideas is huge. We gave up some of them. We divided the rest into two groups: MVP - key components necessary for the functioning of the platform, and the second group - ideas for future development.

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Buyers

main issues

  • difficult product search

  • manual ordering process

  • narrow range of products, few sellers

  • incomplete offers, no photos, descriptions

  • platforms not adapted to mobile

  • no order history

Value proposition

  • convenient product search

  • automated ordering process

  • a wide range of organic and local products

  • complete and clear product offers
       available on any device (desktop, tablet, mobile)

  • user profile: order history, favorite products

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Producers

main issues

  • few low-quality sales channels

  • no ad templates [eg. cooperatives]

  • local scop

  • no tools to manage orders

  • needs support in image processing

  • no possibility to present the manufacturing process

Value proposition

  • one convenient sales channel

  • easy product listing

  • increase from local producer to global

  • order management system

  • photo manipulation plug

  • producer's profile

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overall problem

solution

several low-quality trading platforms

RWD digital Platform - Poletko:

one convenient place as an intermediary in trade between the Buyer and the Producer

business model canvas

To strategically manage the main principles of our startup, we used the BMC model. It helped us to visualize all necessary ingredients.

POLETKO - STRATEGIA -  The Business Mode

Experience JOURNEY MAP

Journey Map was done in two versions as well - one for buyers and one for producers.  It has shed additional light on the entire process of buying and selling local food products. It helped us locate problem areas as well as "wow" moments.

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Buyers - pains

Searching for Products
WWW shops contain a small number of offers. And there is a lot of information chaos in Facebook groups. In both cases it's  difficult to find specific products.

Placing an Order
At this stage, there is no possibility of quick and convenient ordering, especially when buying over the phone.

Collection and Payment
The journey to pick up the order takes a long time and the schedule is imposed by the producers. An additional inconvenience is cash payment.

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Producers - pains

Product Listings
Preparing a listing takes a lot of time and engagement in social and advertising networks.

Order Processing
With a large number of orders, organizational problems begin. The more customers, the longer the process & greater risk of mistakes.

Delivery
Deliveries broken down into several places increase the risk of delays and extend the producer's working time. Carrying heavy orders is a pain for a producer, especially for women and the elderly.

MVP - minimum viable product

In order for us to be able to introduce our product to the market as soon as possible, we decided that the first version of the Poletko platform would be based on the most important functionalities. They must enable buyers and producers to exchange products and to navigate efficiently through the website interface. It's all about searching for products, placing orders, creating accounts, adding offers, and handling orders.

MVP- BUYERS

Easy search for products and producers

Order placement

User Account

MVP- producers

Creating

and adding

listings

Order

management

Producer's

Profile

O3

design

At this stage, we sat down and discussed the main design principles. Fortunately, it was still the moment that it was possible to meet in person. After basics were set, each of us had to prepare one of the Scenarios in the form of User Story, Flow & Wireflow. You can see my part of the task below. I actually did 1 & 1/2 scenarios because we based Scenarios on MVP and had one extra.

For the sake of sanity, I will show here shortened User Stories <;   But you can view full version in the report.

Design

User scenario 1 - product search

User: Ania - Buyer
 


Objective: She wants to find interesting products easily and conveniently
 


Motivation: Wants to build a list of favourite stores and products
 


Context: According to the deal, the husband takes care of the child today and Ania has some time to finally browse Poletko

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Ania and her family live in the centre of Wrocław, where there are mainly supermarkets around. Since she has a small child, she wants to obtain best quality products.

It's Thursday and her husband takes care of their daughter. She turns on the phone and browser, where she's already logged in to Poletko website

She needs a pumpkin to make a soup. The fastest way to find it is by using the search engine. She starts typing and hints for different types of pumpkins appear. She chooses a "Hokkaido pumpkin". Dozens of offers are displayed, so she refines her search further, using filters such as recommended sellers and certified goods. She also immediately adds the pumpkin to her list of favourite products.

 

Ania still has some time. She remembered that a friend had told her about great local sour products. She doesn't remember the name of the shop, but she will know when she sees it.

She types "sour" in the search engine. Usually, she buys from all over Poland, so she gets 156 results. To narrow down the area, she finds the "region" option in the filters and selects "Dolnośląskie". There are 13 producers of sour products. Ania looks through the list and notices "Sour Cebulki". These are the ones!

She adds a store to her favorites.

User scenario 1

flow [ done in Creately ]

for more:

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User scenario 1

wireflow

[ with comic book sound effects <; ]

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User scenario 4 - adding a listing

User: Ewelina - Producer

Goal: To create and save the content of the advertisement.

Motivation: She wants to use her free time to prepare the content of the advertisement. Photos will be added tomorrow.

Background: She uses daylight to take photos, so needs to wait till tomorrow to take them. But she has a free evening to create a listing.

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It's Saturday night. Ewelina finished a batch of new jams.
She still needs to take photos to post an ad. Daylight is best for the photos, so she needs to wait until tomorrow. But she has a free evening to create a listing.

Ewelina
enters the browser on her smartphone, where she is already logged in to the Poletko website.
It's open on the manufacturer's profile because Ewelina comes here most often.

With
one click Ewelina adds a new product and fills out the form.
Photos can be added first, but these won't be ready until tomorrow, so she skips this step.
She adds the title and content of the ad and selects the category.
She is exceptionally proud of the ingredients because everything comes from her own garden, as she emphasizes in the description.
Her jams are organic and gluten-free, so
she marks the appropriate filters.
She sets the number of jars available and the price per unit.
The program suggests tags and categories, but she can also enter her own and she does.


Ewelina has pre-saved delivery methods, so she chooses the one suitable for the jars and marks the approximate delivery time. After adding the delivery options - the sketch is ready. She saves the sketch.

User scenario 4

flow [ done in Creately ]

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User scenario 4

wireflow

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At this stage of the project, we had a little heated "enlightenment moment".  The whole team agreed that this platform is gonna have two types of users, which meant two types of accounts. But what we didn't know is that we imagine it differently. It became obvious as soon as we started drawing flows and wireflows. This and some other things. So it's a simple yet amazing tool to communicate with the team to explain ideas, as words are often not enough. And it helped us A LOT.

In the end, we agreed upon such a solution:  Every User will have a Buyer's account, and Producer has an additional upgrade that contains all the merchant tools, but he can be a buyer too because it just makes sense.

Trouble in Paradise?

O4

prototyping

I felt a bit uneasy about this part. I don't mean design reasons, as I love it, and I wasn't scared of a new program, as they are all similar. But we were to build the prototype in AXURE, which meant some programming. So imagine my surprise when I actually got to like it! [Maybe because I did some Flash sites a long time ago.]

Axure is complex and our classes covered the necessary basics. But if I wanted to do something advanced, It wasn't without the help of some Axure tutorials, especially from THIS CHANNEL.  But prototyping was fun and we've built a MONSTER <;

Prototyping
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RWD Platform

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All previous stages of the design process showed us that this Platform needs to be available on more than one device.

Buyers want to purchase via desktop or mobile and they want it to be easy. They fall into the young to middle age category.

 

Producers, on the other hand, might be quite diversified if it comes to age and knowledge of technology. Nowadays not so many people have a proper camera. There's just no need as smartphones are enough. So for example, it could be convenient to upload listing photos on the phone and add descriptions on the desktop. Having choice works for everyone.

That's why we decided to create the RWD Platform.
There are a few different approaches when it comes to this type of design, but we chose Mobile First, and that's why our prototype is prepared for mobile testing.

major changes

Compared to the sketch phase, a significant difference in creating a prototype was the change in the top bar.

This space was originally planned as a producer's area. And so it remained such, but we wrapped up all the functions into a single shop button, creating Shop Manager.

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Shopping List

One of the ideas was to create a shopping list that was to be available in "Shopping History". But if the product price changed or listing expired, the list would become obsolete. So we gave it up. Instead, "Favourites" became our new Shopping List. We've added a search and filter tools. The product view in "Favourites" allows you to add products to the cart and change the quantity. Outdated announcements are moved to the bottom.

Search Icon becomes something more

Easy product search is very important for Poletko users. In the mobile version, we decided to put the magnifying glass icon in the bottom bar. It contains not only an internal search engine but also navigation through categories.

 

This solution may encourage fans of search engines to familiarize themselves with the Poletko offer and categories. There is an additional pictogram menu on the main page.

Getting to know the producers

Producers are a crucial part of our solution. It's very important for buyers to feel that they are purchasing products from a "real person". That's why we've created a separate "Producers" category in the menu. Each manufacturer has his own space, his own small shop which is his showpiece.

On mobile, categories are part of the search tool. On the desktop version, they have a classic place in the top menu.

Location settings

One of the main values of Poletko is to facilitate the purchase and sale of local products. It is important to us that buyers discover the "Location Settings" feature quickly. That's why we've included it in the top bar. Before that, it was hidden much deeper.

After clicking the location marker, a new user will see a pop-up window asking him to enter a zip-code or choose a location. After that, he will be presented with an offer that's available for his zip-code or chosen area.

desktop design

Although a functional prototype was prepared for mobile tests, we also designed a desktop mockup. Actually, we were switching between the two, which allowed us to refine the concept better than if we only designed one.

 

I think we wouldn't get to know some of the problems if it wasn't for the constant thinking about the two layouts.

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my part of prototype

Shop Manager

All store management tools easily accessible by clicking on the store icon.

I figured manufacturers may not have much experience with an online store. Therefore, it is best to simplify everything as much as possible. When you set up a store and a single icon appears with all the functions to operate it, your frustration is reduced to a minimum. You have the right to suspect that you will find all the functions you need right there.

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Creating a New Listing

The producers post mainly on Facebook. Some of them have never had experience creating an advertisement from a template. Therefore, it was necessary to make this process as easy as possible.

 

To create a new listing, you enter a form that guides you step by step through the entire process. You can save the sketch at any time and continue editing. You enter unique content, such as the title or the content of the ad, yourself. But things like categories or filters are selected from the available options. The form reminds you to complete all the necessary information. It's easy.

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  • mobile photo upload

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  • easy category choice

  • quick selection of filters

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  • choice: price per item or by weight

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  • tag hints based on the content of the advertisement

  • one can create and save shipping profiles

"Save sketch" bar was to be pinned to the bottom bar so that you can always use it. I tried to program it in Axure, but it might be impossible. Imagine it's working <;

Empty Shopping Cart

Why design an empty shopping cart? Because emptiness equals opportunity. So I used it to encourage the buyer a little bit <;

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Finished listing or sketch appears in "My Listings" Section.

It's easy if you have a couple of listings. But when there are a lot of them, things get complicated. That is why I've included the advertising tools in this section. You can edit and copy the ads. You can group them into sections and deactivate them if you need to. It saves you time when you don't have to create a new listing every time.

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05

testing

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At this point, our reality was already COVID-19 infected.

Studies went into an online mode, and tests weren't going to be different. It was a bit stressful because we needed to figure out tools we're going to use for tests, and convince people to install a necessary extension on their phone. Some resigned in a face of such a challenge, even though we prepared a careful step-by-step guide. But finally, we had all the tests done.

And I must say that, for me, it was super fun <:   I enjoyed seeing how various people do things differently, and that something we thought will go this way, went in totally other direction. And after that, all I can say is that tests are absolutely vital. They surely save a lot of effort and money. Because just imagine all those bugs going live.

Testing

Methodology

  • The usability tests were entirely online.

  • To conduct the research, we used the Lookback application, which required respondents to install the extension on the phone.

  • We have prepared a user and installation manual for Lookback (to minimize the stress of the unknown).

  • All respondents tested the prototype on smartphones.

  • The interviews were conducted by moderators and additional comments were added live or later by observers.

respondents

tests

  • We conducted 10 remote usability tests (5 per persona)

  • We conducted classic moderated usability tests combined with in-depth interviews (IDI) based on key usage pathways.

  • The scenarios of tasks and interviews were prepared for two groups of respondents: buyers and manufacturers.

  • Two interactive platform prototypes were prepared for the purposes of the study - one for Buyers and one for Manufacturers

  • Our respondents had 5-6 tasks to perform on our prototype.

The tested product was very well received.

 

To our surprise, the greatest enthusiasm it caused, was among the producers.

 

Detected errors were divided into 3 types of problems of different severity:

  • 10 critical

  • 14 important

  • 6 minor

Repair recommendations were provided for each error, and are available in the report.

test results

Analysis

For data analysis, we used the Cluster Method and the Miro platform, which allowed us to work on the task simultaneously.
We carefully analysed the interviews, paying attention not only to the words but also to the ease with which users completed particular tasks. The possible frustrations and "wow" moments were also important. Thanks to this, we managed to spot both the strengths and weaknesses of the project.

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"One of the best analysis of the respondent's context this year!"

Barbara Rogoś - Turek

Lecturer & Coordinator at UX  Studies

context

We were super happy to hear that we've done such a good job <:

So I thought I'd show you at least a condensed version of the context analysis.

A full one is, of course, available in the report.

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Buyers

    Buyers - who are they?

  • Mostly young women living in urban cities where access to healthy local products is difficult.

  • They care about health but also want to support the local market.

  • They efficiently navigate the Internet, quickly learning new tools. online ordering saves them time.

    Rating

    on a scale of 1-5, where:
    1 = very easy
    5 = very difficult

 

  • Four respondents rated the platform as very easy (1).

  • One of the respondents assessed it as easy (2).

  • From the Buyer's point of view, the average platform's rating is 1.2 - "very easy".

    Online shopping

  • They use a wide range of platforms to buy food products and they appreciate the rich assortment.

  • Despite the negative assessment, the most used platform is Facebook and Food Cooperative Groups - 4 out of 5 respondents ordered products there.

  • Items with a short expiry date or delicate items are ordered locally. Other products may be ordered from outside the region.

  • In most cases, they don't have their own system for saving favorite offers, sometimes they just use bookmarks in the browser.

  • They usually set up an account when they have access to loyalty programs and know that they will be back more often.

  • They are not very willing to share their location unless they see an advantage in it.

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producers

    Producers - who are they?

  • People in the middle age range, with a significant majority of women.

  • They live in the city or in the countryside and are engaged in the production of healthy food.

    Selling on the internet

  • In addition to direct sales, our respondents also offer their products over the Internet.

  • Each of the respondents experienced sales on Facebook in groups such as Cooperatives.

  • More than half tried online stores.

  • So far, three respondents have had contact with cooperative sales only.

    Rating

    on a scale of 1-5, where:
    1 = very easy
    5 = very difficult

 

  • Three respondents rated the website as very user-friendly (1).

  • Two people gave the grade "3". It turned out that these people had not had any contact with the form of an online store before.

  • The platform's average rating from the Manufacturers point of view is 1.8 - “easy”.

Small businesses, but with soul

Each of the respondents runs a small business. They believe that what they produce is more than just a product. The whole process counts.

Manufacturers are proud of their work and want to show its backstage to buyers.

"It's something more than honey" [Apiary]

Courier deliveries

Not all respondents offer courier delivery. This is due to the product specifications. Some items are too delicate, e.g. cakes or plants (like edible bouquets).

    Managing orders

  • Respondents have virtually no order management systems.

  • They mentioned chatting via messenger or SMSes.

  • They print orders and pages are lost.

  • They are coming up with status markings in the form of stars & exclamation marks).

  • Information chaos often results in duplicate or missed orders.

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bugs

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Bugs!

Bugs are always interesting! Why? Because we like to fix them. Besides, you can learn a lot just by looking at what went wrong.

If you looove bugs, feel free to roam through our Prototyping report. But here, I want to show you the most important bug in my opinion.

"the" bug

In my opinion, this would be the most important bug of them all.

Of course, they were all important, but this one was the first mistake manufacturers encountered when opening their own store.

What happened?

Despite the presence of the splash screen, some respondents were confused after setting up the store. They didn't know where they were and whether they were logged in or not. Half of the respondents did not notice the appearance of the "Shop Manager" icon. They didn't see it.

If such a product reached the user, what could happen? The user might get frustrated and, in the worst case, not come back. And we need the Producers!

before

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The solution was simple - to immediately show the Manufacturers the Shop Manager Panel.  Plus encourage them to get to know the shop management tools.

after

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My part of prorotype

There were 4 bugs in my part of prototype.

But generally, I was quite happy with how smoothly users went through Shop Manager tools & creating a new listing. It turned out to be quite intuitive.

creating new shipping profiles

Well, it wasn't actually a mistake per se.
It's just that Producers of local goods have special delivery needs. Sometimes you can pick up your order in person, and sometimes they deliver it themselves on specific days or hours. And the previous form didn't reflect that in full.

 

Solution?

A new form for creating Shipping Profiles was needed. It would have to take into account all types of deliveries in order to display all the necessary information in the product listing.

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before

after

is freshly created listing visible?

Apparently no.

After you save the sketch and close editor, you're redirected to "My Listings" and your new sketch is already there. But despite only a few items, users couldn't find it. As a result, they didn't know if they succeeded in creating it or not.

Solution?

New listing or sketch should appear on top of the "My Listings" items. Possibly even more visible distinction is needed.

before

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after

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But what are the strengths?

Below you can read about what buyers and producers liked about Poletko during the testing phase.

what buyers liked

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nice homepage

& ease of searching

The homepage got a lot of praise.

Respondents enthusiastically praised the home page. They emphasized its readability and clear messages. The attention was drawn to "how Poletko works", which they call the 4 steps of service. They looked through it completely, remembering
that the platform offers certified products, or the possibility to choose bestsellers.

 

Ease of searching

Especially liked was the pictogram menu, which was instantly noticeable and clear. The bestsellers, awarded producers, and “how does Poletko work” also attracted lots of attention.

According to users, listings encourage the purchase, and the manufacturer's website contains all the necessary information, including the composition of the products.

good information architecture

& easy checkout

Information architecture
All respondents navigated the platform very efficiently.
They appreciated the availability of all the necessary information, which is often missing on cooperative websites.
Another mentioned advantage was the aesthetic form of the presented offers.

For tested users checkout was fast & easy, and it was rated a plus. They had no problem choosing the form of delivery or pickup. They used an additional field to choose the day of receipt of the order. They also understood that two separate product boxes meant
two separate manufacturers. Thanks to the preference data stored in the user profile, they quickly moved to the end of shopping.

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what producers liked

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easy shop manager tools

& painless new listing creation

Shop Manager tools

After activating the account, the store icon appears in the upper right corner, i.e. the Shop Manager's panel. It includes all the tools you need to run your shop. Tests have shown that learning the panel is lightning fast. After completing the first test task, most respondents were already using the Shop Manager's panel reflexively.

 

Creating a new listing is fast and painless

Many small producers have never before displayed products in an online store. And with that in mind, we've made adding offers as easy as possible. This is done with a single form that shows you step by step what to do next. The respondents appreciated such a form of creating a new listing. They completed all the steps without any problems, as they didn't have to think about what information to provide - they chose it from among the available ones. They stressed that it would make their daily duties much easier.

cool order management tools
& Poletko as a time saver

Small manufacturers rarely have order processing tools.

Instead, they print pages, draw stars, and often get lost in it all. Perhaps that's why by far the most positive emotions were caused by the order management tools. The producers absolutely appreciated search and filter tools. Changing statuses and generating shipping labels - I quote "with one click" is what they need and what saves them time and makes their work easier.

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If you want to try out our final working prototype and tell us what you think, by all means, do! it would be great to hear from you!

future development

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Voice Interface

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Payment Terminals for Producers

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Progressive

Web App

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Optimization of delivery routes

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Eco Markets

Poletko

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Coolomats

Summary
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Summary

For several years we have been observing an increase in interest in healthy food. There is a growing awareness of how food products are made. We do not trust anonymous goods on store shelves. We want to buy from a unique seller who, in addition, we can talk to and meet.

And while in rural areas we have easier access to such producers, living in a large city makes this contact difficult.
That is why the niche of selling and buying such products online is so rapidly developing. But the channels through which this is done are of poor quality and do not meet all requirements.

"Poletko" creates a unique space that is tailored to the special needs of this niche. Buyers get a great selection of products and a more convenient way to shop. Producers get their own virtual store where they can build the identity of their small business. Business with a soul.

COVID-19 has become an additional interesting factor.
After it hit, there was a large increase in online sales - up to a thirteenfold in some health stores. Some of these buyers are new to online shopping. And although some of them will return to stationary purchases after the pandemic is no longer a threat, some will continue to enjoy the convenience of online shopping.

Our promo movie was made by our Kamila & her Darek & their dog Pixel. Thank you!!!

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Am I happy? Yes!

The project might not be perfect yet, but I've learned tons of things and worked with wonderful people!

For years I have been designing various things ... buildings, interiors, mechanisms, dolls. When we do a new thing or service, the design process is always similar. But the design process with a UX approach is just better. Why? Because normally each of us is locked in his own small world, and often is not able to imagine the perspective or needs of another person. And research and tests, as well as cooperation in the team, allow us to go beyond the limits of our own bubble.

 

 

I think if we included the UX  in an architectural or other study program, we would get much better end products.

Thank you for reading!

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