Project duration: 4 weeks (Scroll down to see how this experience came to life)

How I Reimagined Grocery Shopping to Make Fresh Food Truly Trustworthy

The journey of designing a grocery experience where consumers see, trust, and choose their food with confidence.

💭Ever had that moment where you excitedly opened your grocery delivery, only to be greeted by wilted greens, dried-out fruits, or—worst of all—an unexpected little guest 🐛? Yeah, not exactly the farm-fresh experience you signed up for.

I set out to design a solution that makes farm-fresh quality a reality!

But before we dive into the case study, let’s take a look at the solution first. This will give you a glimpse of what to expect and how I got here.

⏳ Short on time? No worries! If you’d rather skim through the highlights instead of reading the full case study, check out my shorter, visual-first breakdown on Behance — quick, crisp, and straight to the point! 🎨✨

The Solution Sneak Peak

👀How can FarmKart transform the way users shop for fresh produce?

• See exactly where the food comes from with farmer profiles and sourcing details.
• Freshness that users can trust—lab-tested quality indicators—ensures they get truly fresh, pesticide-free produce.
• Smart delivery slot selection, transparent pricing, and a frictionless checkout process.
• Sustainable packaging options and reliable same-day delivery for a hassle-free experience with real-time tracking.

This means no more second guessing where the food comes from; every decision a user makes feels informed and effortless.

💰 It means building trust and fostering customer loyalty by enhancing credibility, which in turn drives revenue—all while creating a seamless, hassle-free experience that keeps users coming back.

But first, let’s hit rewind and dive into how I even got to this solution in the first place.

What to expect from this case study

How does better UX improve the fresh produce shopping experience?

Let’s understand the real frustrations users facing and why this problem needs to be addressed

The problem with online grocery shopping is finding truly fresh, locally sourced produce. Most grocery apps rely on generic listings with vague sourcing details, leaving users in the dark about where their food comes from. There’s no way to verify freshness, trace farming practices, delay deliveries, or truly trust what’s being delivered.

The real frustration with online grocery shopping isn’t just availability — it’s the uncertainty of quality and authenticity.

Here’s why users struggle to trust online grocery platforms

Hey, I’m not making this up! Users are literally saying it themselves — see for yourself. Here’s the proof.

Real Users. Real Problems

Trust issues, missed orders, bad deliveries, and rotten produce—users are tired of grocery apps failing them, and this is just the tip of the iceberg. Clearly, online grocery shopping isn’t working the way it should. But what do users really want? What would actually make them trust these platforms again?

At the heart of it, users want one simple thing—to find fresh, reliable groceries without any guesswork. They want to know where their food comes from, trust that its actually fresh, & feel confident that what they see on the app is what they’ll get at their doorstep. No one wants to anxiously refresh their tracking page, wondering if their vegetables will arrive on time—or worse, be inedible.

If grocery platforms can solve these problems, they don’t just win user trust—they increase retention and revenue.

And for businesses? This isn’t just about better deliveries—it's about survival. In a market where customers switch apps in a heartbeat, trust is the real currency. The brands that can guarantee freshness, transparency, and reliability will be the ones that win long-term loyalty.

Right now, grocery apps are losing customers because of broken trust. But what if transparency and reliability became their biggest strengths instead of their biggest weaknesses?

The sweet spot where user goals meet business success

🍿 Meet Asha: A Mindful Shopper’s Grocery Dilemma

To address this issue, let's meet Asha, a yoga instructor who believes that what she eats is just as important as how she moves. She spends her days practicing mindfulness, teaching her students, and making conscious choices to support her holistic well-being. But when it comes to grocery shopping? That’s where things get frustrating.

For someone dedicated to a mindful lifestyle, grocery shopping shouldn’t be this complicated. Asha doesn’t just want convenience—she wants transparency, reliability, and authenticity.

Asha’s experience isn’t unique—many health-conscious users struggle with the same problem. So, how might we make farm-fresh shopping as mindful and intentional as the lifestyle she leads?

HMW questions aligned with Asha’s needs

These critical challenges define the design problem—solving them means building trust, transparency, and reliability for users like Asha.

Now, let’s see how FarmKart makes grocery shopping effortless for Asha.

Asha’s grocery shopping is simple—she knows exactly where to go. As she checks her kitchen, she realises she’s low on fresh greens and organic ghee. Without second-guessing, she opens FarmKart, ready to stock up on the best farm-fresh options.

💡 A seamless way to browse, select, and confirm purchases with full confidence.

💭“Oh! The Harvest Hero Deals have some great veggie options today. I’ll add some spinach to my cart!”

How Asha browses the best farm-fresh deals and adds her favourites in just one tap.

Asha doesn’t have to search endlessly for fresh picks. The Harvest Hero Deals section presents her with a curated list of the best seasonal produce, allowing her to quickly browse, compare, and add to cart—all in seconds.

💭“I trust FarmKart’s quality, but these tomatoes are surprisingly cheap today. Let me double-check just to be sure.”

How Asha checks the authenticity badge and customer reviews for complete confidence in her purchase.

As Asha taps on the authenticity badge —

💭“Nice! The certification and lab tests confirm they’re pesticide-free and 100% organic. That’s exactly what I needed. I love they include a product rating section now; I can make some informed decisions on my purchases. Perfect! Adding them to my cart.”

As she scrolls, she notices.

💭“Hey, they just updated their app with a new feature; now I can view the list of farmers!”

How Asha gains confidence in her food choices

Intrigued by Sachin Patil’s commitment to organic farming, Asha decides to tap on his profile. She’s eager to learn more about his farming methods and what makes his produce stand out.

💭 “Sachin’s farm sounds amazing! He reduces pesticide use and grows organic produce for hundreds of families. Let me check out his profile and see what makes his farming special.”

How Asha’s shopping experience became more trustworthy & convenient

💭 “Wow! Look at those fresh greens — his farm looks so well-maintained. And it’s certified organic too. This makes me feel so much more confident about what I’m buying.

The transapancy details that they have provided is unlike I have ever seen in any grocery app before. I can exactly know what I am comsuming and how their produces reaches me.

I love that I can even visit his farm if I want to. It’s great knowing exactly where the farmer is located and I feel more aware.”

Returning to complete her purchase, Asha navigates back to the product page effortlessly.

How Asha Saves Time & Buys with Confidence

💭“Oh wow, I can add all these essentials in one go? That’s a time saver! Nice! All items are added instantly. No need to double-check my cart—this makes grocery shopping so much easier. Even if I miss the confirmation, I can still review everything before checkout. Feels seamless!

I almost forgot—I need to restock my ghee and jaggery powder. Good thing I can quickly add them from my previously bought items!”

Asha seamlessly taps the Home icon in the navigation bar, heading straight to her Previously Bought section to quickly restock her essentials.

How Asha Saves Time & Buys with Confidence

💭 “Oh, perfect! My go-to essentials are right here. I don’t have to search for them again. One tap, and it’s in my cart? That’s easy! Let me quickly add my staples.

I loved this ghee! It was so good that I had no second thoughts about buying it again. Oh, let’s not forget to add jaggery powder too. These are some of their best products—I've tried them, and they never disappoint!

Great! I’ve added everything I need. Time to check out.”

How Asha prepares for a hassle-free checkout

💭 “Uff! I can wait until 7 PM—no big deal as long as my order arrives today.”

Asha reviews her cart, reassured by the delivery ETA and transparent pricing breakdown. She quickly adjusts quantities, verifies her address, and selects the best delivery slot—ensuring a smooth and informed checkout experience.

How Asha customises her deliveries to fit her schedule

💭 "I need my groceries today, but it’s nice to see I can schedule deliveries in advance. That would be super helpful for planning my monthly grocery shopping!

Hmm… the 6–8 PM slot is almost full, but I’ll be home by then. I better grab this slot before it fills up! Oh, they have a reusable crate option for free? That’s awesome—I don’t need extra packaging, and it’s better for the environment. Easy choice!

At the door or in the lobby? I’d rather have it brought to my doorstep—no need to carry everything upstairs myself. Perfect! Everything is set exactly how I want it. Now, let’s complete this order!”

How Asha quickly completes her payment with ease

💭 “Great! My UPI account is already linked — no need to enter details again. Just a quick tap, and I’m good to go! This makes checkout so much faster. The total amount looks right, and I even saved₹171! I love how transparent the breakdown is.

How Asha quickly completes her payment with ease

Let’s complete this — just one more tap on ‘Pay Now’ and my fresh produce is on its way!”

Asha navigates to the Payment Method screen, where she finds her previously used payment options ready to go. With just a tap, she selects UPI for a seamless checkout experience, ensuring a fast and secure transaction without re-entering details. The clear cost breakdown reassures her that everything is correct before proceeding. She confidently taps “Pay Now," knowing her order is successfully placed.

How Asha confirms her payment with instant reassurance

💭 “That checkmark animation is so satisfying! No second-guessing — my payment went through. I love how everything is clearly listed — my total, payment method, and even a transaction ID for reference. No hidden charges, just transparency!

Let me quickly view my order. So I can track my order.”

As Asha completes her payment, a smooth animated checkmark instantly reassures her that the transaction was successful. The detailed payment summary gives her full transparency on her order details, while the download receipt option ensures she can save a copy for future reference.

How Asha tracks her order with full transparency

💭 “Great! My order is confirmed, and I even have an order number for reference. No need to worry! Oh, I can see the delivery route! That’s so cool — now I know exactly where my groceries are and when they’ll arrive.

The timeline is super clear! It’s already in transit, so I can plan my evening without guessing. This ‘Order Again’ button is such a time-saver! If I like this selection, I can just reorder in seconds next time!”

After placing her order, Asha gets instant confirmation with a live map view, showing exactly where her groceries are in transit. The order status timeline reassures her with step-by-step updates, keeping her informed at every stage. She appreciates the estimated delivery time, which eliminates uncertainty. As she reviews her order details, she notices the convenient ‘Order Again’ CTA, making future shopping even faster.

With her order on its way, Asha can finally relax. But how did we get here? Let’s rewind a bit and see what the research reveals…!

Asha isn’t alone in this mindset. A significant 73% of consumers are willing to pay more for ethically sourced food, indicating a strong demand for transparency and sustainable farming practices. However, 27% remain hesitant about paying a premium. This suggests that while a majority values ethical sourcing, there is still a need for clear value communication — why does ethically sourced produce deserve the extra spend?

For FarmKart, this is a golden opportunity. By focusing on end-to-end visibility on farming practices, we can help consumers feel confident in their purchase decisions, bridging the gap for the 27% who need more reassurance before committing to premium prices.

The online grocery space in India is highly competitive, with major players dominating consumer attention. The market share breakdown reveals the following key insights:

• Big Basket leads with 35% market share, leveraging a well-established supply chain.
• Blinkit (20%) and Zepto (15%) cater to the instant delivery model, prioritizing speed over sourcing transparency.
• Swiggy Instamart (10%) and Amazon Fresh (8%) further emphasize convenience.
• Smaller players like JioMart (6%) and other niche brands (5%) hold a minor share.

In contrast, KisanKonnect (3%) and Two Brothers (2%) represent FarmKart’s closest competitors — brands that focus on farm-to-table, organic, or ethically sourced food but lack mainstream visibility.

By integrating end-to-end visibility on farming practices, FarmKart builds consumer trust, giving them a reason to choose transparency over convenience. This strategic focus not only appeals to the 73% willing to pay more but also nudges the remaining 27% toward informed, confident decisions.

With these insights, FarmKart is well-positioned to stand apart — not as just another grocery delivery service, but as a platform championing ethical sourcing, farmer empowerment, and premium farm-fresh experiences.

And with that, Asha’s journey with FarmKart isn’t just about buying groceries — it’s about making informed choices that align with her values.

Beyond primary research, I also conducted a competitive analysis of existing grocery apps to understand industry standards, pain points, and areas of differentiation. By studying how other platforms handle transparency, sourcing, and user engagement, I identified key opportunities to refine FarmKart’s experience further.

With this when I started working on the app, I assumed that farmers were already onboarded and users would come looking for them to shop.

But my research revealed key gap;

“Users searched for products, not farmers.”

They prioritized what they needed over where it came from. Research revealed that 62% of shoppers visit grocery apps with a pre-planned list, making it crucial to build trust and transparency in product discovery to drive user engagement.

However, my initial hypothesis didn’t hold up.

Hypothesis that failed!

At first, I assumed that giving users more visibility on multiple farmers would enhance transparency and encourage purchases. But through testing, I realized that having too many farmer options on the map actually overwhelmed users. Instead of making informed decisions, they may find it harder to choose — lowering their purchase intent.

This aligns with Hick’s Law, which suggests that more choices lead to slower decisions, often resulting in decision fatigue. In this case, it meant users hesitated or skipped purchases entirely.

What This Means for Design?

Balancing transparency with ease of decision-making is key. Instead of overwhelming users with too many farmer choices upfront, guiding them with curated selections or smart recommendations can reduce cognitive load and increase purchase confidence.

Taking an approach that felt natural for the user

After my initial hypothesis failed, I wanted to know what would feel more natural for a user. So, I presented the existing app to a user and asked them to add a few products to the cart — just to observe how they navigated the app and interacted with the flow.

Through this exercise, I noticed patterns in how users naturally interacted with the app. Instead of searching for farmers, they instinctively searched for products first, confirming the need for a product-first discovery model.

low fidelity prototype — an approach that felt natural

During my user research, I conducted semi-structured interviews with five target users to uncover their thoughts on organic grocery shopping. The key patterns that emerged revolved around a trust and quality dilemma — consumers sought transparency and convenience while still expecting affordability.

Validating the Hypothesis

These findings shaped how I approached FarmKart’s design solutions. The key takeaways — building trust, enhancing transparency, and making sourcing information more accessible — led to features that offer verified sourcing details, visible certifications, and a seamless shopping experience that reassures users at every step.

I recognized that organic grocery shopping is not a one-size-fits-all experience. Different people have unique motivations, concerns, and expectations when choosing farm-fresh and organic products.

With key insights from user research in hand, I needed to dig deeper into who FarmKart’s ideal users were. While organic shopping appeals to many, not everyone shops the same way or values the same things. To ensure that the product caters to the right audience, I focused on identifying distinct user groups based on their needs, behaviors, and pain points.

How I approached this ?

🔍 Pattern Recognition from Research

From my semi-structured interviews, I started noticing overlapping behaviors, motivations, and hesitations among users. Some were highly conscious of sourcing and farming methods, while others prioritized convenience and price over everything else.

📊 Data-Backed Segmentation

I analyzed qualitative findings and mapped user behavior to segment users into distinct groups. These segments helped me identify where the biggest opportunities lay — who would benefit most from FarmKart’s transparency and fresh sourcing approach?

💡 Aligning with Business Goals

Beyond just understanding user needs, I aligned these groups with FarmKart’s business objectives — targeting the right customers to drive engagement, repeat purchases, and trust in the platform.

User target group

After defining the key user group, I wanted to ensure that our design solutions addressed their specific pain points and motivations. To do this, I conducted a brainstorming session, focusing on “How might we…” questions to ideate solutions that align with user needs.

Mapping User Needs to Design Decisions

• Users need verified labels, farmer profiles, and lab-tested reports to feel confident in their purchases.
• They want seamless shopping — hassle-free checkout, fast delivery, and subscriptions to avoid stock issues.
• Many are in transition phases (switching to organic, reducing processed food) and need bite-sized, expert-backed guidance.

But the real answers came in when I conducted usability testing…

While brainstorming gave me a direction, the real insights emerged when I put our designs in front of users. Usability testing revealed where my assumptions were right — and where I needed to pivot.

💡 Here are some of the critical design decisions I made based on real user feedback

🚨 Major Consideration: How did I improved content & ratings ?

💭 What I Thought

Allowing users to rate farmers would reinforce trust and highlight quality sourcing.

⚡ What I Learned

Users found farmer ratings confusing, especially when products came from multiple sources. They questioned, “Why am I rating a farmer if I don’t know if my tomatoes came from them?”

🔍 How I Fixed It

• Removed farmer ratings and moved them to product-level reviews, making feedback directly relevant to each item.
• Kept farmer profiles as an informative trust-building feature, without an unnecessary rating system.

🚨 Decision 1: How usability testing transformed content clarity ?

💭What I Thought

Initially, I believed that detailed farmer stories would create a deeper emotional connection with users, reinforcing transparency and trust. I assumed that if users saw the rich background and efforts of each farmer, they would be more inclined to trust the quality of their produce and feel good about their purchase.

I structured the farmer’s profile with a long, narrative-style text covering everything — from their journey into farming to their sustainable practices — believing that more information meant more trust.

Hard to Read, Users Skipped Key Information

⚡ What I Learned

Reality was different. During usability testing, I observed that:

• Users quickly scrolled past the text-heavy sections after reading just one paragraph.
• Key farming insights were ignored — users weren’t engaging with the farmer’s story as expected.
• Users felt overwhelmed by the long paragraphs, making it harder for them to extract meaningful insights.

💬 “Who is going to read so much?”

💬 “I just skimmed it. It looks interesting, but I don’t have time.”

The biggest insight? Users scan, not read. They weren’t rejecting farmer stories; they just needed them to be more structured and digestible.

🔍 How I Fixed It

• Transformed lengthy paragraphs into structured bullet points to make key insights scannable.
• Reduced redundancy and crafted shorter, more engaging sentences.
• Added a ‘View More’ option to let interested users dive deeper while keeping the main screen clutter-free.
• Grouped information meaningfully (e.g., farming journey, sustainable practices, location) so users could absorb key takeaways without cognitive overload.

🚨 Decision 2: How did i building trust and engagement through visual storytelling ?

💭 What I Thought

I initially believed that an auto-scrolling gallery would create an immersive experience for users, drawing them into the farm environment and making them feel more connected to the sourcing process. The intent was to make the page dynamic and engaging by automatically showcasing key visuals of the farm, harvesting process, and farmer’s efforts.

Users engage best with both motion and control.

⚡ What I Learned

• Users struggled to focus on specific images as the auto-scroll moved too quickly.
• Key farming insights were missed since users couldn’t control which images to explore.
• Some found it frustrating when they wanted to pause on an image but couldn’t.

💬 “I wanted to look at that image, but it scrolled away too fast.”

💬 “It’s nice, but I wish I could tap and browse at my own pace.”

🔍 How I Fixed It

• Kept auto-scroll but introduced a structured gallery for manual exploration.
• Users can now interact with images at their own pace, reducing frustration.
• The new gallery enhances transparency and storytelling, ensuring key visuals aren’t missed.

Users engage best with both motion and control.

By balancing auto-scroll for engagement and a structured gallery for user control, I created a more intuitive and frustration-free experience.

🚨 Decision 3: How improved cost breakdown enhances trust ?

💭 What I Thought

I initially believed that users could easily interpret the total cost breakdown in the checkout flow. The “You Pay” section was designed to show the final amount, assuming users would understand that discounts and delivery fees were already factored in.

Clarity in pricing builds trust

⚡ What I Learned

• Users were confused about how their total was calculated. They couldn’t see whether discounts were applied upfront or if taxes and delivery fees were included separately.
• The savings amount wasn’t highlighted well, leading users to question whether they were actually getting a discount.
• Delivery details were buried, making it hard to verify shipping costs before finalizing the order.

💬 “Wait, where is the GST? Is this before or after discounts?”

💬 “I know I’m saving something, but I have to do the math myself?”

The biggest insight? Users don’t mind paying if they clearly understand what they’re paying for. Lack of transparency led to checkout hesitation, affecting user trust.

🔍 How I Fixed It

• Introduced a clear, itemized order summary to show subtotal, discounts, delivery fees, and final price separately.
• Highlighted the amount saved in a more visible way, reinforcing the benefit of ordering.
• Made delivery details more prominent, ensuring users could verify costs at a glance.

Users don’t hesitate to pay when they know exactly what they’re being charged for. By improving cost breakdown visibility, I reduced confusion and increased checkout confidence.

🚨 Major Consideration: How did i strengthen trust through transparency?

💭 What I Thought

I assumed that users would be motivated to contribute to farmers through a donation-based feature, as it highlighted appreciation for their hard work. The “Thank a Farmer” section was designed to encourage small contributions, with the belief that users would feel good about supporting the people behind their food.

Users don’t just want to donate; they seek meaningful engagement

⚡ What I Learned

• Users skipped the section entirely. The visuals weren’t engaging or clear enough to grab attention.
• They questioned where the money was going. Users were skeptical about how the donations would be distributed, which led to a lack of trust.
• A preference for direct engagement emerged. During research, users mentioned that they would rather visit the farm in person than donate blindly.

💬 “Who exactly am I supporting? Where does my money go?”

💬 “I’d love to visit the farm and meet the people behind my food instead.”

🔑 Key Insight

Users don’t just want to contribute financially; they seek meaningful interactions that allow them to connect with the source of their food.

🔍 How I Fixed It

• Replaced the donation model with a “Farm Visit Experience” feature, allowing users to engage with farmers directly instead of making passive contributions.
• Added an authentic farmer image to make the section more relatable and noticeable, reinforcing trust and transparency.
• Introduced a prominent green “Book Now” CTA, making the feature actionable and encouraging users to engage.
• Redesigned the placement and hierarchy to make the feature more discoverable and aligned with user expectations.

🚨 Decision 4: How improved UI clarity reduced cognitive overload ?

💭 What I Thought

I initially believed that showing all delivery options upfront in one view would help users make quick decisions. My assumption was that seeing everything at once would provide a sense of control and reduce extra taps.

⚡ What I Learned

Usability testing revealed that while having everything on a single screen was useful, poor hierarchy and lack of separation made decision-making harder. Users struggled with

• Overwhelming UI, too much information was competing for attention at once.
• Unclear delivery slot availability users found it difficult to distinguish available vs. unavailable slots.
• Confusing packaging options lack of pricing and feature breakdown made it hard to compare choices.

🔍 How I Fixed It

• Instead of overwhelming users in the first fold, I organized information into clear sections that guide them step by step.
• Delivery slots are now easier to scan with improved contrast and spacing.
• Pricing details and descriptions are added to packaging options for informed decisions.
• The “Continue” CTA now stands out, giving users a clear path to proceed.

✨ Final Outcome — The new UI keeps everything on one screen, but by improving visual separation and scannability, users now experience a smoother, frustration-free checkout.

🚨 Decision 5: How improved UI clarity reduced cognitive overload ?

💭 What I Thought

• More data = more trust. I believed users would appreciate detailed lab results for transparency.
• Graphs improve clarity. I assumed bar charts and dials would make complex data easier to understand.
• Visuals = engagement. I thought using more visual elements would make the experience more interactive and user-friendly.

⚡ What I Learned

• Too much detail = cognitive overload. Instead of reassuring users, the data-heavy approach made it harder to process key takeaways.
• Visuals didn’t solve the problem. The bar charts and dials still required interpretation, forcing users to analyze each metric instead of getting a quick answer.
• Users want clarity, not complexity. They don’t need to decode information — they want a simple, direct confirmation about whether their food is safe.

🔍 How I Fixed It

• Simplified the design & replaced graphs with clear, text-based bullet points for instant clarity.
• Structured the key takeaways with important information easy to scan.
• Removed unnecessary analysis so users don’t have to compare values or interpret dials — they get a clear yes/no answer about safety.

🚨 Major Consideration: Why moving the payment method to a separate screen improves UX ?

💭 What I Thought

Initially, I believed keeping the payment selection within the checkout screen would simplify the process and speed up order completion. My assumption was that users would prefer a single-page experience where they could review everything at once and quickly finalize their purchase.

Clarity in pricing builds trust

⚡ What I Learned

Usability testing revealed a key issue — users often accidentally selected the wrong payment method without realizing it. Some key findings —

• Users felt uncertain about which UPI ID or card was being used.
• Accidental selections led to frustration, as they couldn’t easily verify or change their payment method.
• Checkout errors and drop-offs increased because users hesitated to proceed with an unverified payment method.

🔍 How I Fixed It

• Created a dedicated payment screen so users explicitly confirm their payment method before finalizing the order.
• Clear payment options UI with better separation and labels, preventing accidental selections.
• Easy switching between payment methods, allowing users to feel more in control.
• Reduced drop-offs by ensuring users are confident in their payment choice before proceeding.

✨ Final Outcome- By moving payment selection to its own screen, users now experience a smoother, more reliable checkout process with fewer errors and more confidence.

Design decisions are only as powerful as the tools and methods that bring them to life. Every iteration, refinement, and user-tested improvement was a result of a carefully structured design workflow. From conceptualization to final UI. Let’s take a look behind the scenes!

To bring these critical UX improvements to life, I meticulously crafted a design system with carefully chosen colors, typography, and reusable components. Let’s break it down.

How i chose colors for my design ?

• Connection to Nature & Sustainability: Green was an intuitive choice — it reflects freshness, organic produce, and sustainability.

• Balancing Vibrancy & Legibility: Too dark felt corporate, too bright felt artificial. After contrast testing, I landed on the perfect shade that balanced vibrancy with accessibility.
• A Soft, Pastel Palette: The UI needed to let the produce shine, so pastels were used for backgrounds, ensuring visual hierarchy without overwhelming users.

2. A Visual Language for Clarity & Trust

3. Building a Scalable Design System

Building a scalable and cohesive design system is never a one-step process. It requires constant iteration, testing, and refinement. While crafting UI components, I encountered multiple challenges that led to revisions and redesigns.

Glimpse of Final Version of Component

Each UI element was built with clarity, consistency, and accessibility in mind — laying a solid foundation for a seamless user experience.

Looking Ahead: What’s Next?

As I wrapped up the final iteration, I couldn’t help but reflect on the ideas that didn’t make it — not because they weren’t valuable, but because time constraints demanded prioritization. While I focused on refining the core user experience, certain enhancements remained on my radar for future improvements.

Refining subscription models for smarter grocery planning

An opportunity to enhance FarmKart further lies in refining subscription-based plans to provide a predictable & stress-free shopping experience.

• Dynamic Subscription Modifications — Features that allow user to swap, skip or pause items within their subscribed bundles without canceling the entire plan
• Subscription Savings Dashboard — A dedicated section showing users how much they’ve saved over time, based on their past orders.

This would automate grocery planning, reduce last-minute shopping stress & drive stronger customer loyalty.

If Asha subscribes to A2 cow milk weekly instead of purchasing individually, the dashboard shows her monthly savings and cost benefits.

Turning farm tours into an interactive experience

During usability testing, users showed interest in deeper engagement with farmers, but the current static banner was easily overlooked. Instead of just informing users about farm visits, this feature could become an interactive, bookable experience.

• Letting users schedule visit to farms listed on the platform.
• Provide guided tours where farmers showcase their sustainable practices.
• Pre-book harvest experiences & pick your own produce.
• Integrate livestreams & farmer Q&A sessions so users can see real-time farming.
• Creating an offline touchpoint that strengthens customer loyalty & justifies premium pricing for fresh, locally sourced produce.

This feature would reinforce transparency, build emotional trust, and justify premium pricing for locally sourced produce — bridging the gap between online shopping and real-world farming.

⚠️ Beyond the ideal happy path , handling the unexpected

While designing, I envisioned improvements like subscriptions and farm visits to enhance engagement. However, beyond these ideal scenarios, real-life shopping experiences aren’t always seamless. Orders get delayed, items go out of stock, and unexpected issues arise. To create a truly reliable and user-friendly experience, addressing these edge cases is just as important as building new features.

When things go wrong, great design makes it right—proactively solving edge cases for a stress-free experience.

Designing for the ideal experience is one thing, but the real test comes in handling the unpredictable. From usability testing to real-world constraints, every challenge pushed me to refine my approach, balancing trust, transparency, and user control. As I reflect on this journey, here are the key learnings that shaped this project — insights that not only improved the experience but also deepened my understanding of user behavior.

🎯 Key Learning —

1. How Usability Testing Transformed the Design.

Real users saw what I missed.
Every insight from usability testing led to more intuitive, frustration-free changes.

• User missed key features.
• Features like “Know Our Heroes” were being overlooked.
• Delivery slot selection and payment methods, were overwhelming.
• Users wanted clear pricing, sourcing details, and better checkout visibility.

Every assumption I had was tested when real users interacted with my design. Their struggles highlighted gaps I hadn’t anticipated — missed features, overwhelming choices, and unclear information. But every challenge became an opportunity to refine the experience.

2. What I Thought vs. What I Learned

Users, you never stop surprising me

3. Every iteration brings you closer to the right solution.

Every iteration brings you closer to the right solution.

When I started designing FarmKart, I focused on what I thought was the ideal journey, where users would explore farms first, build trust, and then shop for produce.

But after my research, I realised my assumptions didn’t align with real user behaviour. This challenged my initial hypothesis, pushing me to rethink the discovery flow. I created multiple iterations — each refining the balance between product-first discovery and transparency about sourcing.

With every version, my focus shifted from restructuring navigation, to tweaking content hierarchy, and finally, to refining UI details for seamless interactions. This iterative process helped me uncover usability gaps and refine the experience in a way that felt natural to users.

You Made It to the End! Thanks for Sticking Around!

🎉 If you made it this far, I truly appreciate your time and curiosity.

This project has been a journey of learning, iteration, and unexpected insights. But I know there’s always room to grow!

You can reach me on LinkedIn or drop a message directly!

https://www.linkedin.com/in/jyotipriyacreativemisfit/