View

Rinok – Agriculture Marketplace

pet project • UX/UI Design • UX Research • Marketplace • 2022

Overview

Rinok is a pet project from a UX/UI design course and the result of our team's collaborative efforts. This online platform serves as a bridge between Ukrainian farmers and their customers, designed to meet their needs through a user-friendly digital marketplace.
My Role:
Product Designer
UX Reseacher
Duration:
June, 2022 - July, 2022
Challenge:
After the war, Ukrainian agricultural producers faced significant challenges in exporting their products and turning a profit. Our client, the owner of Berries Farm, came up with an idea to create a marketplace that helps small farmers sell their goods and for people to buy fresh vegetables, fruits, and craft food.

I worked closely with a team of 7 designers; we dedicated ourselves to creating a solution that nurtures growth, connection, and the revival of Ukrainian agriculture.

Design Process

In our work, we have used the Design Thinking Methodology. This is a non-linear, iterative process used to understand users, challenge assumptions, redefine problems and create innovative solutions to prototype and test

– 01 –
Discover

  • Competitor Analysis
  • Interview
  • User Personas

– 02 –
Define

  • Key Features
  • Customer Journey Map

– 03 –
Ideate

  • Informational Architecture
  • Wireframing

– 04 –
Design

  • Visual Research
  • Design Concepts
  • Design System

– 05 –
Test

  • Hi-Fi Prototypes

01

Discover

Competitor Analysis

Before starting to work on the solution, we conducted a competitor analysis to see if anyone was already doing what we needed. We analysed five Ukrainian online platforms and one from abroad, considering their strengths and weaknesses. The whole team searched for worthy competitors. During a call, we narrowed them down to the main six, and then each team member chose one competitor for detailed analysis.
Competitors Analysis
––––––––––––––– /// –––––––––––––––

Interview

The first step was to write two scripts for interviews, one - for farmers and another - for customers (HoReCa representatives). The second step was to recruit 5 participants for each category. Searching for interviewees was not that scary as we had thought, turned out business people can reply you on Instagram or Facebook. All the dialogs were conducted online using Zoom. To note the interview details, we used FIGJAM.
User Interview
––––––––––––––– /// –––––––––––––––

User Personas

As we moved on to analyse and synthesise the information gathered from our interviews, it was time to bring our findings to life. We enjoyed ourselves as a team while creating two key personas: the farmer and the customer. These personas helped us better understand who we were designing for.
User Persona. Farmer.
User Persona. HoRiCa representative.

02

Define

During the Define stage, we used the data from interviews and competitor analysis to pinpoint the design goals and key features for the Rinok. A customer journey map was instrumental in this phase, helping to clarify the needs, motivations, and pains our users face. Equipped with this understanding, we are now ready to effectively meet our users' expectations.

Key features

✷ Needs

  • Farmer profiles
  • Customer reviews and ratings
  • Order tracking and delivery options
  • Direct messaging
  • Search on map
  • Data analytics for farmers
  • Discounts and loyalty program
  • Community forum
  • Products promotion

❉ Motivation

  • Profit increase
  • Recognition
  • Satisfied customers
  • Sell products on time
  • Find buyers
  • Deliver the products on time and in good quality
  • Customer loyalty

✦ Pains

  • Market access
  • Logistics and delivery
  • Seasonal variability
  • Information overload
  • Price competition

03

Ideate

Ideation is often the most exciting stage in the Design Thinking process, where our primary goal is to come up with as many ideas as possible. Then, out of this pool of ideas, we select the most promising ones to develop further. For this stage, we used a technique known as 'Crazy 8s.' This approach involves quickly sketching eight different ideas in just eight minutes, encouraging rapid thinking and a variety of suggestions.

Informational  Architecture

In the Information Architecture phase, I was responsible for designing user flows. I created separate flows for logged-in and guest users for those who sell and those who buy. Mapping out main user flows contributed to a clearer understanding of our website's architecture.
User workflow map
––––––––––––––– /// –––––––––––––––

Wireframing

After establishing the main flow, our team moved on to the development of low-fidelity wireframes. Each designer took charge of a specific segment of the flow, collectively producing over 40 wireframes. This stage set a solid foundation for our design's further development.
Wireframes

04

Design

The ideation phase is behind us; with a clear understanding of the services and tasks Rinok aims to provide, our next step is to focus on the aesthetic and functional design of the platform. Our goal is to make Rinok not only attractive but also user-friendly.

Visual Research

Starting with the design phase, our team compiled an inspiration board. The goal was to draw inspiration from existing marketplaces and delve deeper into the UI design world. We concentrated on identifying specific elements that resonated with us, including appealing colour schemes, fonts, and their harmonious integration.
Moodboard
––––––––––––––– /// –––––––––––––––

UI Concepts

In the UI concept stage, each team member proposed a design for the future platform; as an outcome, we had seven different concepts. Our client also shared a mood board favouring the Swiss style and yellow colours, which influenced our design direction. We chose a home page wireframe for each designer to style. Through a voting system — yellow dots for team votes and blue for the mentor — we selected the final concept.
Design Concepts
––––––––––––––– /// –––––––––––––––

Design System

A Design System is much more than just a library of components; it's a set of standards that promotes a shared language and visual consistency across different pages. In our project, yellow was chosen as the primary colour to evoke positivity, sunlight, and grain – a symbol deeply connected to Ukraine's agricultural heritage. For typography, we selected the font Saira for its geometric shapes and neo-grotesque qualities, which embody strength and professionalism. As usual, each team member was responsible for a specific part of the Design System. My responsibility involved creating components — from buttons and checkboxes to more complex ones like the header and footer.
Design System
––––––––––––––– /// –––––––––––––––

Final UI

In the final UI stage, we finalised our design, transforming it into the Rinok marketplace. This platform embodies the spirit of Ukrainian agriculture and meets the needs of both businesses and users.
Final UI.
✳︎   ✳︎  ✳︎

Reflection

The war in Ukraine had just begun, and I found myself under occupation with no job, no chance to escape, and long days and nights spent in a basement. It was a time of uncertainty and frustration. Then, life offered me a glimmer of hope with an email that read, "Welcome to a free UX/UI course!". This marked the beginning of my design journey. I was grateful for the opportunity to occupy my mind and acquire skills for remote work. More than that, this course became my salvation, my primary focus, and my sense of purpose.

I learned the essence of teamwork, especially when faced with differing opinions. I discovered how to organise work and find common ground. There were days we started Zoom conferences in the morning and didn't end them until late at night—people connecting, working, and then disconnecting, only to repeat it all the next day.

I learned how to work under pressure. Consider this: My laptop fell from an explosion. I searched for internet connectivity in an occupied, isolated city to conduct user interviews. I prepared for a client presentation while sitting on a bench in a foreign city. I had my whole life packed in one bag.

This course taught me more than design; it taught me to be productive, creative, responsible, and communicative, no matter the circumstances.