--- title: "Farm2Home โ€” Case Study" url: "https://www.girishhegde.com/farm2home" language: "en" --- UI/UX Design Mobile App AgTech Farm2Home # 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 ![Farm2Home hero](https://static.wixstatic.com/media/c2729ed5d9c345c4bdebaf3ebd029b0a.jpg/v1/crop/x_547,y_0,w_4025,h_3413/fill/w_900,h_600,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/c2729ed5d9c345c4bdebaf3ebd029b0a.jpg) 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. Farmers end up with very little profit. 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: ![Farmer pain point mapping](https://static.wixstatic.com/media/ba39b2_22faeb61900c40b38ce68411e25ab52f~mv2.png/v1/fill/w_980,h_470,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/farmer-pain%20point.png) ![Buyer pain point mapping](https://static.wixstatic.com/media/ba39b2_e9f5a89747a44a30bede8f34a376a5b5~mv2.png/v1/fill/w_980,h_470,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/buyer-pain%20point.png) ### Observed Pain Points ๐ŸŒพ Farmers Don't know how to reach customers directly. Lack digital skills to list and track crops online. Face losses when crops remain unsold. ๐Ÿ›’ Customers Don't trust the quality if buying outside a known shop. Struggle to find consistent supply of fresh produce. Price fluctuation in local markets feels unfair. ๐Ÿšš Delivery Partners Optional No structured system to take small local delivery jobs. Hard to coordinate between many farmers and many customers. ๐Ÿค Community Groups Optional Want to support farmers but don't have digital platforms. 3 Observation Study & Interviews ## I've lived both sides of the struggle โ€” 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. I also conducted online interviews. This dual perspective gave me real, lived insights. ๐ŸŒพ Farmers Struggle with fair pricing Dependency on middlemen Uncertainty of selling all crops Payment delays ๐Ÿ›’ Buyers Difficulty getting fresh produce High market price Limited access to farmers No transparency on source 4 Personas ![Ramesh โ€” Farmer](https://static.wixstatic.com/media/ba39b2_1ae34b5c17ca4742b8e12c38dce53e00~mv2.jpg/v1/crop/x_150,y_19,w_476,h_380/fill/w_200,h_200,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/farmer.jpg) Ramesh Farmer ยท Age 42 ๐ŸŒพ Farmer Lives in a village 40 km from the city. Grows tomatoes, onions, and leafy vegetables on a small farm. Goals Sell crops directly at a fair price. Get quick payments without middlemen. Reduce crop wastage due to delays. Pain Points Wakes up early, travels far, still gets underpaid. Feels helpless when crops rot. 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 โ€” Urban Buyer](https://static.wixstatic.com/media/ba39b2_d75b1a101d8d418ba19b47f31b7dc003~mv2.jpg/v1/crop/x_23,y_0,w_580,h_417/fill/w_200,h_200,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/buyer.jpg) Anita Urban Buyer ยท Age 34 ๐Ÿ›’ Buyer Lives in a city with her family. Works full-time, shops for groceries weekly. Goals Get fresh, chemical-free vegetables at a fair price. Avoid inflated rates in supermarkets. Save time by buying directly. Pain Points Freshness is unpredictable; market vegetables spoil quickly. Prices are high and vary a lot. 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 โ€” Delivery Partner](https://static.wixstatic.com/media/ba39b2_133b49f0424448c293dd76fd180dec2f~mv2.jpg/v1/crop/x_23,y_0,w_580,h_417/fill/w_200,h_200,al_c,q_80,usm_0.66_1.00_0.01,enc_avif,quality_auto/driver.jpg) Ravi Delivery Partner ยท Age 38 ๐Ÿšš Delivery Works part-time as a delivery driver. Handles transporting vegetables from farmers to city buyers. Goals Get a stable income through delivery jobs. Ensure timely delivery and customer satisfaction. Build trust with both farmers and customers. Pain Points Struggles with poor road conditions, delays, and storage issues. Farmers want faster pickups; buyers want perfect condition. 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." 5 User Flow & Map ## From farm to family โ€” 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. ![User flow and map](https://static.wixstatic.com/media/ba39b2_c588c86a8e09450b89e547ac817edfae~mv2.png/v1/fill/w_979,h_678,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/Screenshot%202025-09-27%20235416.png) 6 Value Proposition ## Our product bridges the gap โ€” giving farmers fair prices, customers fresh produce, and delivery partners stable income โ€” while reducing wastage in the food chain. ๐ŸŒพ For Farmers \(Ramesh\) 25โ€“30% Increase in profit margins by 25โ€“30% \(no middlemen, direct-to-consumer pricing\). 30% Reduction in crop wastage \(produce is picked up & delivered faster\). 24 Hrs Payments within 24 hours instead of 7โ€“15 days through traditional markets. ๐Ÿ›’ For Buyers \(Anita\) 12 Hrs Fresh produce within 12 hours of harvest โ€” better quality and nutrition. 15โ€“20% Save 15โ€“20% on grocery bills \(cutting supermarket markups\). 100% Traceability of produce โ€” know where and how food is grown. ๐Ÿšš For Delivery Partners \(Ravi\) Consistent earnings Consistent earning opportunities โ€” every delivery cycle connects farmer to buyer. Reduced idle time Optimized route mapping reduces idle time between deliveries. Increased trust Become a crucial, trusted link in the farm-to-family ecosystem. Market Opportunity 150M+ India has 150M+ farmers โ€” 70% depend on agriculture for livelihood. $50B+ Urban fresh food market = $50B+ and growing at 10% annually. 40% 40% of fruits and vegetables in India go waste due to inefficient supply chains. 7 Wireframing Login & Signup ![Login & Signup wireframes](https://static.wixstatic.com/media/ba39b2_e9d66293336347308df08f27661ee65d~mv2.png/v1/fill/w_980,h_513,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/Screenshot%202025-10-01%20144143.png) Farmer flow ![Farmer flow wireframes](https://static.wixstatic.com/media/ba39b2_ed47dfc0be15438d842ca594237bb061~mv2.png/v1/fill/w_979,h_672,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/Screenshot%202025-10-01%20144240.png) Buyer & Delivery flow ![Buyer & Delivery flow wireframes](https://static.wixstatic.com/media/ba39b2_d25a278f2d374587a3d8c57733b3590c~mv2.png/v1/fill/w_979,h_590,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/Screenshot%202025-10-01%20144452.png) 8 Hi-Fi Mockups * ![Hi-Fi Mockup 1](https://placehold.co/1200x720/f0fdf4/166534?text=Hi-Fi+Mockup+1) * ![Hi-Fi Mockup 2](https://placehold.co/1200x720/dcfce7/15803d?text=Hi-Fi+Mockup+2) * ![Hi-Fi Mockup 3](https://placehold.co/1200x720/f0fdf4/166534?text=Hi-Fi+Mockup+3) * ![Hi-Fi Mockup 4](https://placehold.co/1200x720/dcfce7/15803d?text=Hi-Fi+Mockup+4) * ![Hi-Fi Mockup 5](https://placehold.co/1200x720/f0fdf4/166534?text=Hi-Fi+Mockup+5) 1 / 5 Prototype coming soon ![Full size mockup]() 1 / 5 โ†‘