THE PRODUCT
Urban Harvest is an e-commerce platform designed for independent sellers to trade locally grown produce, up-cycled goods and bespoke hand crafted products.
CHALLENGES+
CONSTRAINTS
Delivering a reliable, safe and user friendly digital community experience tailoring to the clients budget, that remains personable whilst firmly positioned as a competitive
e-commerce platform.
SOLUTION
Incorporating design features which give users a sense of community, presence, reliability and trust, offering a seamless e-commerce interaction.
DISCOVERY
MARKET RESEARCH
The initial research consisted of understanding leading e-commerce platform users habits, behaviours and trends, and where in the users journey, these platforms were positioned.
Through third party statistical data research and insights were gained on the similar platforms that were catering towards the target users, and the marketing sources used to reach the desired platform.
An audit was performed on each of the similar sites to retrieve the profile style, purchasing, content and creation flows to examine how the sellers and purchasers profiles are displayed across these sites.
GUMTREE.COM
ORGANIC TRAFFIC
40.1%
SOCIAL Traffic
Youtube 40.1%
Facebook 44.90%
BRANDED SEARCHES
51%
INTERESTS OF USERS
News and Media 54.78%
Business 7.71%
Real estate 6.43%
E-Com Auctions 4.87%
Other 26.21%
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ETSY.COM
ORGANIC TRAFFIC
28.22%
SOCIAL Traffic
Pintrest 29.84%
Youtube 27.96%
BRANDED SEARCHES
66%
INTERESTS OF USERS
Life Style 16.28%
E-Market Place 12.01%
Business 7.51%
Luxury Products 7.39%
Other 56.82%
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EBAY.COM
ORGANIC TRAFFIC
25.36%
SOCIAL Traffic
Youtube 50.37%
Facebook 17.95%
BRANDED SEARCHES
76%
INTERESTS OF USERS
E-Com Shopping 18.07%
E-Com Coupons 17.93%
E-Market Place 10.93%
E-Com Classifieds 5.72%
Other 47.34%
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USER INTERVIEWS
User interviews were conducted with participants between the ages of 25 and 35, about their experience purchasing and selling urban gardening, organic produce, and online bespoke homewares.
GUMTREE.COM
“It's a good place to find cheap deals, and cars...”
ETSY.COM
“Building repeat customers, although online presence profiling could be better...”
EBAY.COM
“Its hard to judge the value based on just pictures and you dont really know who your buying from...”
EMAPTHY MAP
PERSONA
hAILEY MITCHELL
Age: 30
Status: Single
Education: Bachelor of Education
Occupation: Primary School Teacher
Location: Inner West, Sydney
Tech Literacy: Moderate
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trying to live my best life, connect with others and do my part for the planet.
FRUSTRATIONS
• Doesn't know the best way to live sustainably
• Overwhelmed mixed messaging on social media
• Untrusting of sustainable brand authenticity
• Wants to contribute towards helping the environment
• Trying to live ethically and sustainably
• Wants to engage with her community
CORE NEEDS
BIO
Primary Teacher from Sydney's Inner West, who aims to lead an ethical and sustainable life while working Full Time. Enjoy's time with friends and family, thrift shopping and finding quirky items for her apartment.
BRANDS
INFORMATION ARCHITECTURE
WIRE FRAMES
RESULTS
Urban Harvest has successfully secured seed capital.