Refining User Insights: Interviews, Personas, and Enhanced Wireframes
During this milestone, we were tasked to engage directly with our main targeted customer segment to refine our product understanding and user experience. Specifically, we conducted user research through face-to-face interviews, developed a comprehensive user persona, crafted user stories and use cases, and updated our wireframes based on the insights we gathered. Below is a detailed account of our process and findings.
Interviews
Here are the questions that we had for the consumers:
2. Când ai fost ultima dată nemulțumit de calitatea unui produs alimentar? Ce anume nu ți-a plăcut?
3. Ce faci de obicei atunci când nu găsești produse care să-ți inspire încredere? Ai încercat vreodată să cauți alternative?
4. Ai renunțat vreodată să cumperi un produs alimentar din cauza prețului? Dacă da, îmi poți da un exemplu?
5. Poți să-mi povestești despre o situație în care ai simțit că ai găsit un produs alimentar de calitate? Cum l-ai descoperit și ce te-a convins să-l cumperi?
Here are the questions that we had for the producers:
2. Care sunt provocările cu care te confrunți atunci când încerci să vinzi direct către consumatori?
3. Ai încercat ceva până acum pentru a atrage mai mulți clienți sau pentru a simplifica procesul de vânzare? Cum a funcționat?
4. Cum crezi că ar putea o platformă online să te ajute în procesul de vânzare? Ce ar trebui să facă pentru a-ți fi cu adevărat utilă?
User Persona
Consumer
A person who knows how to appreciate the quality of farm products, meaning someone who has tasted such products at least once to realize that what is found in stores does not meet these standards. This person is dissatisfied with the high price of organic products, which sometimes are not even of good quality. Additionally, the ideal customer prefers foods produced in Romania by local producers. A person who seeks assurance of both the quality and origin of the product they are purchasing.
Producer
A person who has a relatively small harvest and would rather share it with family and close friends than with consumers. This person is quite skeptical about his publicity as a grower, but who has tested the market for potential buyers, yet without discovering a way to reach them. This person feels that consumers do not always appreciate the products that local growers make available, hence the lack of confidence in being able to sell to a wider sector of people. At the same time, this person is aware that sometimes production cannot be overestimated, and is realistic that consumers' needs cannot always be met to the level that supermarkets do.
User Stories for Local Producers
-
As a local producer, I want to easily list my
products on the app, so that buyers can find and purchase them
directly from me.
- ✅ I can upload product details (name, description, price, available quantity).
- ✅ I can upload clear photos of my products.
- ✅ I can set delivery options and prices.
-
As a local producer, I want to manage my
inventory and mark products as out of stock, so that buyers do not
purchase unavailable items.
- ✅ I can update stock levels easily.
- ✅ I can mark products as out of stock or re-stock them when new supplies are available.
-
As a local producer, I want to set up my profile
with contact information, location, and business details, so that
buyers can learn more about me and my products.
- ✅ I can add my business name, location, and short bio.
- ✅ I can upload a logo or business photo to personalize my profile.
-
As a local producer, I want to receive
notifications when I get new orders, so I can prepare and deliver
products on time.
- ✅ I can send and receive direct messages with buyers.
- ✅ I can respond to buyer queries about my products.
User Stories for Buyers
-
As a buyer, I want to search for local fresh
products by category (e.g., fruits, vegetables, dairy), so that I
can easily find what I need.
- ✅ I can filter products by type (e.g., fruit, meat, dairy, etc.).
- ✅ I can sort results by price, freshness, or distance from my location.
-
As a buyer, I want to browse producer profiles to
learn more about the sellers and their products, so I can make
informed purchasing decisions.
- ✅ I can view a producer’s profile with their product offerings, contact information, and reviews from other buyers.
- ✅ I can see product descriptions and images for each item.
-
As a buyer, I want to make secure payments for my
orders, so I can complete purchases with peace of mind.
- ✅ I can pay using various methods (credit card, mobile wallet, etc.).
- ✅ I receive an order confirmation once the payment is successful.
-
As a buyer, I want to leave reviews and ratings
for producers, so I can help other buyers make better choices.
- ✅ I can rate products and leave reviews based on my experience.
- ✅ I can view other buyers’ ratings and reviews before purchasing.
-
As a buyer, I want to search for producers based
on their location, so I can support local businesses and minimize
my carbon footprint.
- ✅ I can search for producers within a certain radius from my location.
- ✅ I can view a map showing nearby producers and their product availability.
Use Cases for Local Producers
Create and Manage Product Listings
Primary Actor: Local Producer
Description: The local producer wants to list their products on the app, so buyers can view and purchase them.
- ✅ Preconditions: The producer must be registered and logged in.
- ✅ Main Flow:
- The producer logs into the app.
- The producer navigates to the "Create Product" section.
- The producer uploads product information (name, description, price, stock, and photos).
- The producer saves the listing.
- The product is made visible to buyers.
- ✅ Postconditions: The product is listed on the platform, and buyers can view it and place orders.
- 🚨 Alternative Flow: If the producer uploads incomplete or incorrect information, the system displays an error message and prompts the producer to correct the details.
Track and Update Inventory
Primary Actor: Local Producer
Description: The producer needs to keep their inventory updated to avoid selling out-of-stock products.
- ✅ Preconditions: The producer is logged in and has products listed.
- ✅ Main Flow:
- The producer logs into the app.
- The producer navigates to their product listings.
- The producer updates the stock count for individual products.
- If a product runs out of stock, the producer marks it as "Out of Stock."
- The system updates the inventory in real-time.
- ✅ Postconditions: The inventory count is accurate, and the system prevents buyers from ordering out-of-stock products.
- 🚨 Alternative Flow: If the producer enters an invalid stock quantity, the system prompts the producer to correct it.
Receive and Manage Orders
Primary Actor: Local Producer
Description: The producer receives orders from buyers and manages their fulfillment.
- ✅ Preconditions: A buyer has placed an order for the producer’s products.
- ✅ Main Flow:
- The producer receives a notification about a new order.
- The producer reviews the order details (products, quantities, buyer’s information).
- The producer prepares the products for delivery or pick-up.
- The producer ships the order or arranges for local pick-up.
- The producer marks the order as "Shipped" or "Completed."
- The buyer receives a notification about the status of their order.
- ✅ Postconditions: The order is processed, and the buyer receives their products.
- 🚨 Alternative Flow: If the product is unavailable or damaged, the producer notifies the buyer and arranges a refund or exchange.
Use Cases for Buyers
Search and Filter Products
Primary Actor: Buyer
Description: The buyer wants to search and filter products based on categories, price, or location.
- ✅ Preconditions: The buyer is logged into the app.
- ✅ Main Flow:
- The buyer opens the app and navigates to the search section.
- The buyer enters a keyword (e.g., "apples," "cheese").
- The buyer filters the results based on categories (e.g., fruits, vegetables), price range, or proximity to their location.
- The buyer browses the filtered products.
- ✅ Postconditions: The buyer finds products matching their criteria.
- 🚨 Alternative Flow: If no products match the search criteria, the app displays a message prompting the buyer to try different filters.
Place an Order
Primary Actor: Buyer
Description: The buyer places an order for the products they want to purchase.
- ✅ Preconditions: The buyer has selected products and added them to their cart.
- ✅ Main Flow:
- The buyer reviews their cart and makes any necessary adjustments.
- The buyer selects a payment method and enters payment details.
- The buyer enters their shipping address and selects delivery or pick-up options.
- The buyer confirms and places the order.
- The buyer receives an order confirmation and an estimated delivery time.
- ✅ Postconditions: The order is placed, and the buyer is charged accordingly.
- 🚨 Alternative Flow: If payment fails, the buyer is prompted to correct payment information.
Leave a Review
Primary Actor: Buyer
Description: The buyer leaves feedback on the product they purchased.
- ✅ Preconditions: The buyer has received their order and is satisfied or dissatisfied.
- ✅ Main Flow:
- The buyer navigates to "My Orders."
- The buyer selects the product they want to review.
- The buyer rates the product on a scale (e.g., 1-5 stars) and leaves comments.
- The buyer submits the review.
- ✅ Postconditions: The review is visible on the product page for other buyers.
- 🚨 Alternative Flow: If the review is inappropriate (e.g., contains offensive language), the system prompts the buyer to revise it.
We have updated and uploaded the wireframe, incorporating the current user stories and reflecting the feedback received during our face-to-face interviews with potential users. The insights gathered helped us refine the app's design and functionality to better align with the needs of our target audience. These updates include streamlined user flows, improved navigation, and additional features that address the challenges identified by both local producers and buyers. The updated wireframe is now available for review, showcasing the changes made based on user feedback to enhance usability and overall experience.