Farm2Home
UI/UX Design
Mobile App
AgTech
Bringing Farmers and Families Closer, Fresh Produce without the Middleman.
Timeline
8 Weeks
Team
2 Members
My role
Sr UX Designer
Platform
Web and Mobile
#1 Background & Problem

Farmers work hard, but middlemen take the profit
In many rural areas, farmers work hard to grow vegetables, fruits, and grains. But when it comes to selling, they often depend on middlemen. These middlemen buy crops at very low prices from farmers and then sell them in city markets at a much higher price.
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Farmers end up with very little profit.
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Customers in cities pay a lot for the same crops.
This imbalance hurts both sides. Farmers feel undervalued for their work, and customers feel frustrated with rising food prices.
The idea was simple: What if farmers could sell directly to customers living in nearby towns and cities?
 A mobile app could bridge this gap, making sure farmers earn fair prices and customers get fresh produce at affordable rates.
#2 Pain Point Mapping (Understanding User Flow & Roles)
To design the right solution, I mapped out the main roles:
Observed Pain Points
Farmers
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Don’t know how to reach customers directly.
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Lack digital skills to list and track crops online.
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Face losses when crops remain unsold.
Delivery Partners (Optional)
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No structured system to take small local delivery jobs.
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Hard to coordinate between many farmers and many customers.
Customers
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Don’t trust the quality if buying outside a known shop.
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Struggle to find consistent supply of fresh produce.
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Price fluctuation in local markets feels unfair.
Community Groups (Optional)
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Want to support farmers but don’t have digital platforms.
#3 Observation Study & Interviews
I’ve lived both sides of the struggle - the farmer’s and the customer’s.
To truly understand the problem, I placed myself in two worlds. Coming from a farmer’s family, I’ve seen firsthand the struggles farmers face. Now, living in the city, I also experience the daily challenges urban people go through to get fresh vegetables. Still i conducted online interview. This dual perspective gave me real, lived insights.
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I would like to keep the key observation here:
Farmers
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Struggle with fair pricing
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Dependency on middlemen
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Uncertainty of selling all crops
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Payment delays
Buyers
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Difficulty getting fresh produce
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High market price
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Limited access to farmers
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No transparency on source
#4 Persona
Ramesh (Farmer, Age 42)
Background: Lives in a village 40 km from the city. Grows tomatoes, onions, and leafy vegetables on a small farm.
Goals:
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Sell crops directly at a fair price.
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Get quick payments without depending on middlemen.
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Reduce crop wastage due to delays or lack of buyers.
Pain Points:
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Wakes up early, travels far, and still gets underpaid.
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Feels helpless when crops rot.
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No transparency in pricing.
Interview Insight:
“I work so hard, but my vegetables are sold for almost nothing. I wish I could sell directly to people.”
Anita (Urban Buyer, Age 34)
Background: Lives in a city with her family. Works full-time, shops for groceries weekly.
Goals:
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Get fresh, chemical-free vegetables at a fair price.
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Avoid inflated rates in supermarkets.
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Save time by buying directly.
Pain Points:
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Freshness is unpredictable; market vegetables spoil quickly.
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Prices are high and vary a lot.
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Feels disconnected from where food comes from.
Interview Insight:
“I want my family to eat fresh food, but it’s so hard to trust what we get in the market.”
Ravi (Delivery Partner, Age 38)
Background: Works part-time as a delivery driver. Handles transporting vegetables from farmers to city buyers.
Goals:
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Get a stable income through delivery jobs.
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Ensure timely delivery and customer satisfaction.
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Build trust with both farmers and customers.
Pain Points:
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Struggles with poor road conditions, delays, and storage issues.
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Farmers want faster pickups; buyers want perfect condition vegetables.
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Payments are inconsistent.
Interview Insight:
“Sometimes I pick up vegetables late and they spoil on the way. Both farmers and buyers get angry at me.”
#4 User Flow & Map
From farm to family - fair, fresh, and fast
This app creates a seamless farm-to-city supply chain. Farmers upload their crops, customers order fresh produce, and delivery partners connect the two. It reduces wastage, ensures fair pricing, and makes fresh food affordable and accessible.
#4 Value Proposition
Our product bridges the gap - giving farmers fair prices, customers fresh produce, and delivery partners stable income - while reducing wastage in the food chain.
For Farmers (Ramesh)
Increase in profit margins by 25–30%
(no middlemen, direct-to-consumer pricing).
25-30%
30% reduction in crop wastage (because produce is picked up & delivered faster).
30%
Payments within 24 hours instead of 7–15 days through traditional wholesale markets.
24 Hrs
For Buyers (Anita)
Fresh produce within 12 hours of harvest - better quality and nutrition.
12 Hrs
Save 15–20% on grocery bills
(cutting supermarket markups).
15-20%
100% traceability of produce.
know where and how food is grown.
100%
For Delivery Partners (Ravi)
Consistent earning opportunities (every delivery cycle connects farmer to buyer).
Reduced idle time through optimized route mapping.
Increased trust as they become a crucial link in the ecosystem.
Market Opportunity
India has 150M+ farmers (70% depend on agriculture for livelihood).
150M+
Urban fresh food market = $50B+ and growing at 10% annually.
$50B+
40% of fruits and vegetables in India go waste due to inefficient supply chains.
40%
#4 Wireframing
Login & Signup
Farmer flow
Buyer & Delivery flow
Prototype coming soon