Case study
Future Food Solutions
Role / Services
UI Design
Year
2024
Client
Future Food Solutions
Process
Breaking down the project
The design process for the start-ups website involved two key stages. Firstly, I conducted user research to understand and empathize with the needs of the customers. Secondly, I visualized the website based on design guidelines and clients expectations.
Problem Statement
The current design needs to be updated and fit into current design industry standards. There could be a better representation of the information on the website.
Objective & Goals
Objective
To demonstrate my ability to enhance a client’s digital presence by updating their website to meet modern design standards and improve user engagement.
Goal
To clearly present the process and outcomes of my work on the client’s project, emphasizing the problem-solving steps I took to better align the website with user expectations and industry best practices, ultimately creating a more effective and accessible platform for the client’s audience.
I created the user persona "Carlos" to represent a key segment of my target audience—small business owners in the sustainable food industry. By defining Carlos's needs, goals, behaviors, and pain points, I gained insights into the specific challenges and motivations faced by users in this space. This persona helped me empathize with real users and guided my design decisions, ensuring the final solution would address relevant concerns, such as sourcing transparency, time efficiency, and support for local suppliers.
User Persona
I developed this empathy map to delve deeper into the user experience of Carlos, a persona representing small business owners focused on sustainable sourcing. This empathy map allowed me to capture and categorize Carlos's thoughts, emotions, actions, and pain points, helping me understand his motivations and frustrations on a more personal level. By identifying what Carlos thinks, feels, says, and does, I could align the design more closely with the real challenges and expectations of users in the sustainable food industry.
Empathy Map
Hi-Fi Prototype
