Chennai Food Bag
Services
User Experience
User Interface
Competitor Analysis
Wireframing & Prototyping
User Flows
User Research
Market Research
Introduction
Committing to healthy eating is a great start towards a healthier life. Conserving the environment and avoiding chemicals that could possibly cause diseases are some of the best benefits of organic living.
Sources of finding organic produce are restricted to farmers markets or supermarkets and even then, you may not know the extent to which these offerings are organic. So it really boils down to locating an authentic source.
Despite several advancements in online retailing, the sale of organic produce through offline channels remains superior to the online channel. This is because of higher demand for fresh organic produce, dairy products and other perishables through brick and mortar stores. E-commerce business models were primarily touted to be highly marketing-driven, grabbing more attention, aimed at selling non-perishables, most often at prices lower than offline retailers.
Chennai Food Bag aims to address this issue by providing a reliable online platform, that give access to customers to purchase safe, healthy, and organically grown produce.
Problem Brief
The idea behind Chennai Food Bag was to set up a trustworthy and socially responsible brand that sources organic produce directly from farmers who follow organic farming methods and provide the same to consumers to help them lead healthier lives. Food products available today, are highly processed and subjected to harsh chemicals and fertilizers before they are stored and sold. This when consumed contributes to long term ill effects on health and overall well being of people.
The intent to sell organic products online is to make great quality and safe organic produce accessible to customers across Chennai without the need for them to step out of their homes. Shopping online gives people access to a huge range of products, they can save time, shop for the best price, don’t have to deal with driving, parking, and more. A digital solution also provides the added benefit to the founders of not having to setup and manage physical stores at different locations.
Through its website, the aim is to enable health & ecologically conscious customers, have access to authentic organic produce from farmers verified at source by the Chennai Food Bag team. The story behind each category is made accessible to users to know in detail about how their food product was grown using organic and safe methods. Chennai Food Bag seeks to foster trustworthiness and safe consumption of organic produce through it’s online retail platform.
How Might We
Translating the problem brief into its digital scope and framed as a How Might We statement
How Might We provide a digital platform to make organic and chemical free food items available and accessible to people, provide information and methods to verify the authenticity of the products, help people buy the product best suited to their needs and also provide the convenience of home delivery.
Discover
In our discovery process, we conducted qualitative and secondary research, defined the problem, ideated, determined metrics for success and failure, and the points below summarize our key findings:
our customers are typically busy, city-dwellers
they value health and well-being
they’re influenced by their friends, family, and the media to shop organic
they genuinely care about the environment and want to support local farmers & organic agriculturists
they want their choices in organic produce to be available from reliable sources, with information that will help them validate and verify that the veracity of these products as being good for health
Define
To design a robust and secure e-commerce platform for selling organic, chemical free and indigenous agricultural food products of India for delivery within Chennai, Tamil Nadu. To design for solutions that involves money transactions, the designers should always strive to instil trust within users. In order to do that we had to address the user's pains and provide gains.
A responsive online shopping website was chosen as a medium to sell organic produce. This was chosen as a starting point to deliver value with minimum device and platform dependency. The choice of an online website was supportive to diversify the most successful products and develop them into a broader range of offerings with limited efforts in terms of updating a single solution. Changes can be made easily to a website with limited resources compared to having a mobile application. However, once the brand has been well established and the product range is solidified a mobile app can be seen as the next step forward.
Pain Points
Lack of awareness among people about organic food and its benefits
Low awareness of the online availability of organic produce
Low availability and accessibility of organic and chemical free produce
Authenticity of organic produce
Organic produce is expensive
Access to a variety of food products at a single store
Non availability of certain indigenous food products
Gains & Features
Secure and easy to use platform to buy quality organic and chemical food products.
Access to information like the product's place of origin and their production process.
Home delivery across Chennai.
Secure online payment and cash on delivery options.
Responsive e-commerce website to convenient place orders across different devices.
A wide list of organic and chemical free products of India to choose from.
Easy to navigate and smooth ordering process.
Support through email and phone for queries regarding products and their usage.
User Workflows
Wireframes
Visual Design
We adopted an earthy, close to soil (agricultural land) approach while designing the interface of the application. The reason behind this was to keep the platform close to nature and to convey its agricultural theme. Earthy colour tones worked well to complement the UI.
The typography style was selected keeping easy readability in mind.
The entire application was made responsive across all devices to enable seamless interaction.
One of the core ideas were to facilitate users to finish an activity in just a few taps while applying minimum cognitive load.
Chennai Food Bag web screens
