Homemade Food Marketplace

Case studies
Project Overview
The website is a place to advertise homemade foods. It targets people who are looking for food sellers nearby.

Project duration
May 2023 - June 2023
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The problem
It was difficult to search homemade food sellers because there is no specific place for them to advertise.

The goal
Users can browse food sellers based on location or type of food.
My Contributions
UX Researcher
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
Understanding
the user
User research
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research was adults who are looking for homemade food sellers around them. I found that users find sellers based on friends recommendation and social account (instagram and facebook). However searching the sellers based on hashtag and name was difficult to match.

Pain Points
- Time
Looking for sellers was difficult and time consuming

- Choices
Limited number of homemade food sellers makes the experience unfavorable.
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Persona

Problem statement
Sara is a nurse who needs to order homemade food for event because she has no time to cook.

Sitemap

My goal is to create simple navigation and allow users to search based on categories and location.

Paper wireframes

Digital wireframes

Low-fidelity prototype

Usability studies

Parameters

Study type: Unmoderated usability study
Location: Malaysia, remote
Participants: 5 participants
Length: 20-30 minutes

Findings

Menu
The categories are not specified
Profile
Users are unable to follow or add favorites to their profile.
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Mockups

High-fidelity prototype

Accessibility considerations

I used heading with different sized text to indicate hierarchy
Each picture is placed with text so users is clear what there see.

Takeaways

While designing the Marketplace for Homemade Food website, I have learned that the smooth flow is important for users experience. Each usabilities studies helps to identify the problems arise and revise the design based on the feedback.

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Next steps

Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.
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Search for better way to categorize the shop section to help users choose effectively.

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