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Overview
Overview
Overview
FreshFind is an online marketplace for local vendors, supporting over 100 small-scale artisans and farmers' markets throughout Canada.
FreshFind is an online marketplace for local vendors, supporting over 100 small-scale artisans and farmers' markets throughout Canada.
FreshFind is an online marketplace for local vendors, supporting over 100 small-scale artisans and farmers' markets throughout Canada.
I joined FreshFind as a product designer a year ago as one of 3 designers. I was responsible for designing UX and UI across key parts of the platform.
I joined FreshFind as a product designer a year ago as one of 3 designers. I was responsible for designing UX and UI across key parts of the platform.
I joined FreshFind as a product designer a year ago as one of 3 designers. I was responsible for designing UX and UI across key parts of the platform.
ROLE
ROLE
ROLE
Product Designer
Product Designer
Product Designer
User research, Interaction, Visual Design, Prototyping & User Testing
User research, Interaction, Visual Design, Prototyping & User Testing
User research, Interaction, Visual Design, Prototyping & User Testing
Feb 2023 - Feb 2024
Feb 2023 - Feb 2024
Feb 2023 - Feb 2024
Project Objective
Project Objective
Project Objective
The goal of this project was to create a compelling and user-centric SaaS landing page that resonates with potential vendors, encouraging them to choose FreshFind for their online businesses.
The goal of this project was to create a compelling and user-centric SaaS landing page that resonates with potential vendors, encouraging them to choose FreshFind for their online businesses.
The goal of this project was to create a compelling and user-centric SaaS landing page that resonates with potential vendors, encouraging them to choose FreshFind for their online businesses.
Background
Background
Background
FreshFind began during the pandemic as a platform for farmers markets to modernize their operations and do e-commerce. Over time, it has evolved to offer professional services and online e-commerce solutions for local vendors across Canada. Learn more about what FreshFind does.
FreshFind began during the pandemic as a platform for farmers markets to modernize their operations and do e-commerce. Over time, it has evolved to offer professional services and online e-commerce solutions for local vendors across Canada. Learn more about what FreshFind does.
FreshFind began during the pandemic as a platform for farmers markets to modernize their operations and do e-commerce. Over time, it has evolved to offer professional services and online e-commerce solutions for local vendors across Canada. Learn more about what FreshFind does.
Problem
Problem
Problem
Following the launch of the FreshFind marketplace website, an important gap emerged because there was no dedicated platform tailored to vendors that would entice them to establish their business with FreshFind.
Following the launch of the FreshFind marketplace website, an important gap emerged because there was no dedicated platform tailored to vendors that would entice them to establish their business with FreshFind.
Following the launch of the FreshFind marketplace website, an important gap emerged because there was no dedicated platform tailored to vendors that would entice them to establish their business with FreshFind.
Vision
Vision
Vision
To accelerate market growth and streamline the vendor onboarding process, a SaaS landing page must be developed as soon as possible. This landing page is designed to effectively communicate FreshFind's value proposition while also serving as a compelling space for attracting and onboarding a wider range of vendors.
To accelerate market growth and streamline the vendor onboarding process, a SaaS landing page must be developed as soon as possible. This landing page is designed to effectively communicate FreshFind's value proposition while also serving as a compelling space for attracting and onboarding a wider range of vendors.
To accelerate market growth and streamline the vendor onboarding process, a SaaS landing page must be developed as soon as possible. This landing page is designed to effectively communicate FreshFind's value proposition while also serving as a compelling space for attracting and onboarding a wider range of vendors.
Design Process
Design Process
Design Process
EMPATHIZE
EMPATHIZE
EMPATHIZE
Secondary Research
Secondary Research
Secondary Research
I made my research based on articles and analysis of online marketplace for local vendors. Understanding vendors' preferences and pain points regarding online selling is essential for designing a compelling landing page, some of these are listed below:
I made my research based on articles and analysis of online marketplace for local vendors. Understanding vendors' preferences and pain points regarding online selling is essential for designing a compelling landing page, some of these are listed below:
I made my research based on articles and analysis of online marketplace for local vendors. Understanding vendors' preferences and pain points regarding online selling is essential for designing a compelling landing page, some of these are listed below:
Providing intuitive interfaces and seamless experiences for product listing, inventory management, and order processing can enhance user satisfaction and adoption.
Providing intuitive interfaces and seamless experiences for product listing, inventory management, and order processing can enhance user satisfaction and adoption.
Providing intuitive interfaces and seamless experiences for product listing, inventory management, and order processing can enhance user satisfaction and adoption.
Incorporating analytics and reporting features empowers vendors to track performance and make data-driven decisions, contributing to business growth and optimization.
Incorporating analytics and reporting features empowers vendors to track performance and make data-driven decisions, contributing to business growth and optimization.
Incorporating analytics and reporting features empowers vendors to track performance and make data-driven decisions, contributing to business growth and optimization.
Competitor Analysis
Competitor Analysis
Competitor Analysis
To attract more vendors and encourage them to choose FreshFind over other platforms for launching their online businesses, I conducted a competitor analysis to help identify potential challenges and highlight key factors that differentiate FreshFind from its competitors. The selection of competitors was based on variables such as geographic presence, target audience, market share, and product range.
To attract more vendors and encourage them to choose FreshFind over other platforms for launching their online businesses, I conducted a competitor analysis to help identify potential challenges and highlight key factors that differentiate FreshFind from its competitors. The selection of competitors was based on variables such as geographic presence, target audience, market share, and product range.
To attract more vendors and encourage them to choose FreshFind over other platforms for launching their online businesses, I conducted a competitor analysis to help identify potential challenges and highlight key factors that differentiate FreshFind from its competitors. The selection of competitors was based on variables such as geographic presence, target audience, market share, and product range.
Revealing Pros and Cons
Revealing Pros and Cons
Revealing Pros and Cons
DEFINE
DEFINE
DEFINE
Persona
Persona
Persona
Design Goals
Design Goals
Design Goals
To optimize the landing page's effectiveness, prioritizing and emphasizing these key features is critical in the design process, some key features of which I have listed below:
To optimize the landing page's effectiveness, prioritizing and emphasizing these key features is critical in the design process, some key features of which I have listed below:
To optimize the landing page's effectiveness, prioritizing and emphasizing these key features is critical in the design process, some key features of which I have listed below:
Simple set up procedure
Simple set up procedure
Simple set up procedure
Easy to use business tools
Easy to use business tools
Easy to use business tools
Local exposure
Local exposure
Local exposure
Marketing support
Marketing support
Marketing support
Seamless transaction process
Seamless transaction process
Seamless transaction process
IDEATE
IDEATE
IDEATE
Visual Inspiration
Visual Inspiration
Visual Inspiration
I visited lots of well-designed and high-converting landing pages from various e-commerce platforms to find inspiration for visual design and understand the structure of their landing page, some key points summarized as below:
I visited lots of well-designed and high-converting landing pages from various e-commerce platforms to find inspiration for visual design and understand the structure of their landing page, some key points summarized as below:
I visited lots of well-designed and high-converting landing pages from various e-commerce platforms to find inspiration for visual design and understand the structure of their landing page, some key points summarized as below:
Keep it on-brand
Keep it on-brand
Keep it on-brand
Keep it simple
Keep it simple
Keep it simple
Eye-catching and concise headlines
Eye-catching and concise headlines
Eye-catching and concise headlines
Optimize the landing page with CTAs
Optimize the landing page with CTAs
Optimize the landing page with CTAs
Responsive design
Responsive design
Responsive design
Information Architecture
Information Architecture
Information Architecture
I created a flat structure IA to gain insight into the following questions:
I created a flat structure IA to gain insight into the following questions:
I created a flat structure IA to gain insight into the following questions:
How to organize the information?
How to organize the information?
How to organize the information?
How to present information to convince potential customers to start using Freshfind?
How to present information to convince potential customers to start using Freshfind?
How to present information to convince potential customers to start using Freshfind?
DESIGN
DESIGN
DESIGN
Wireframe
Wireframe
Wireframe
To quickly lay out all the information, I decided to do some initial sketches on paper. After getting down my initial ideas on paper wireframes, I jumped into Figma and quickly mockup some wireframes to gather feedback from Marketing, Engineering and the existing vendors on the overall layout and structure of the website.
To quickly lay out all the information, I decided to do some initial sketches on paper. After getting down my initial ideas on paper wireframes, I jumped into Figma and quickly mockup some wireframes to gather feedback from Marketing, Engineering and the existing vendors on the overall layout and structure of the website.
To quickly lay out all the information, I decided to do some initial sketches on paper. After getting down my initial ideas on paper wireframes, I jumped into Figma and quickly mockup some wireframes to gather feedback from Marketing, Engineering and the existing vendors on the overall layout and structure of the website.
Style Guide
Style Guide
Style Guide
TYPOGRAPHY
TYPOGRAPHY
TYPOGRAPHY
COLORS
COLORS
COLORS
COMPONENTS & BUTTONS
COMPONENTS & BUTTONS
COMPONENTS & BUTTONS
Visual Design
Visual Design
Visual Design
Learnings and Next Steps
Learnings and Next Steps
Learnings and Next Steps
I joined FreshFind as a product designer a year ago as one of 3 designers in a company of over 50 employees. I support design across every aspect of our business and am responsible for UX and UI across key parts of the platform. I've grown tremendously in the last year, some key achievements of which I have listed below:
I joined FreshFind as a product designer a year ago as one of 3 designers in a company of over 50 employees. I support design across every aspect of our business and am responsible for UX and UI across key parts of the platform. I've grown tremendously in the last year, some key achievements of which I have listed below:
I joined FreshFind as a product designer a year ago as one of 3 designers in a company of over 50 employees. I support design across every aspect of our business and am responsible for UX and UI across key parts of the platform. I've grown tremendously in the last year, some key achievements of which I have listed below:
Designed a compelling landing page to optimize user experience, driving increased vendor registrations on our platform.
Designed a compelling landing page to optimize user experience, driving increased vendor registrations on our platform.
Designed a compelling landing page to optimize user experience, driving increased vendor registrations on our platform.
Improved design process. This has helped our team establish more structure to how we conduct our work and collaborate with other teams.
Improved design process. This has helped our team establish more structure to how we conduct our work and collaborate with other teams.
Improved design process. This has helped our team establish more structure to how we conduct our work and collaborate with other teams.
Assisted establishing a design system.
Assisted establishing a design system.
Assisted establishing a design system.