This case study focuses on providing an effortless ordering and prompt delivery experience of organic veggies. The solution will focus on keeping the growing process as transparent as possible for the consumer to have no insecurities about the food they are shopping. This project was carried out in collaboration with the SimplyFresh in-house design team. My role was to focus on user research, user testing, UI and the interactive prototype of the product. 


A Solution to help people get food

straight from the farms at their fingertips 


Project Outline

SimplyFresh is a chain of local farms, growing 100% organic food which is delivered to consumers on the day of harvest itself. They are using modern farming techniques to produce healthier food by using minimum resources possible. 

People are facing major food insecurities in current times. SimplyFresh aims to keep their food growing process as transparent as possible, they want their consumers to be able to check their produce while sitting at home through the medium of the live stream. The online solution will allow shoppers to order fresh organic food with ease from the comforts of their home or office and receive them the same day at an affordable cost.


User Goal: To be able to shop for fresh, organic, affordable and ethically produced organic vegetables through the online store and get them promptly delivered to their homes at an affordable cost.

SimplyFresh's Goal: To provide their shoppers with the ultimate transparency of the complete growing and delivering process and to give them detailed information on how their food is being produced. They want to assure their consumers that it is possible to have "organic food around the corner" by having their farms in the urban areas for quick delivery of fresh food.

Product Vision: Design an online shopping store to enable effortless ordering and prompt delivery of organic veggies. The online store should be able to provide the consumer with the utmost information about their food in a quickly accessible manner. The complete growing, ordering and delivering process should be transparent to provide the consumer with all the desrired details and elucidate all the insecurities they must be having.


Interviews & Surveys

User research was conducted to determine the demographics of potential consumers — their needs, expectations, and motivations to shop online for organic produce. To understand user pain points and empathize with them personas were created based on the goals, needs and frustrations. Personas helped us to infer what a real person might need and desire.

Experience Map

After the interviews, surveys, ample brainstorming and analysis, user attitudes and behaviours were assessed. An experience map was created to deeply understand the needs, wants and behaviours of the end-users.

Information Architecture

Information architecture was created to organize and label the content to be easily understood by users, and ensure it’s usability and findability.



Information architecture was created to organize and label the content to be easily understood by users, and ensure it’s usability and findability.


Interactive prototyping helped in user testing, as it was much easier for the consumer to visualise the end product and to give realistic feedback. An interactive high fidelity prototype of “SimplyFresh” was designed using Figma.


Mobile Copy 3
Mobile Copy 3

Mobile Copy 2
Mobile Copy 2




food at 


Organic     |     Affordable     |       Transparent

Usability Testing

The usability testing was conducted to comprehend consumer inclinations and to recognise potential changes while navigating the platform. User behaviour was observed by giving specific tasks to consumers and analysing what works and what doesn't work. I focused on their facial expressions, body language and emotions while interacting in various ways with the product. 

The usability test findings helped in drawing out specific behaviour patterns and analysing further opportunities in order to make the product more smooth and user friendly.



Researching, designing and collaborating with SimplyFresh team and the users was an exhilarating experience. Visiting the farms and knowing about the supply chain helped me understand all the small details to incorporate in the design.


I learned that complex problems do not always need complex solutions. To enhance users experience the most important part is to keep the solution simple and intuitive. If a task can be easily done by existing functionalities, it is best to do so rather than trying to incorporate noval solutions, which might make the process even more complicated. 

What I enjoyed from this project was exploring different ways to present the growing process by giving the users an opportunity to watch live stream of the farms, but also keeping in mind not to distract our users while shopping for the veggies. If given more time, I would like to add more details to the product in respect to the payment and checkout functionalities. 


Images used in the case study are credited to Pexels

Figma, Sketch, Adobe Illustrator and Adobe XD were used to develop prototypes.

Many people have influenced the shape and content of this project and have supported us throughout this journey. I would like to thank each and every one of them for the support and guidance.