Seller Storefronts—Fostering Grower-Buyer Interactions at ProducePay
Role
Lead Designer
Tools Used
Figma, UserTesting, Jira, Google Services
Context
In my role as Product Designer at ProducePay, I led the development of Seller Storefronts, a digital feature set designed to revolutionize the way growers present and trade their produce. Built from the ground up, these storefronts offer a transparent view into each grower's operations, inviting buyers into a narrative of quality, reliability, and story behind every crop. This platform empowers growers to display their produce and share their farming journey, practices, and unique market offerings.
Approach
I began with a deep-dive audit of existing field operations and data collection methods, mapping out a strategy to distill and digitalize the wealth of information collected during site visits. This formed the backbone of the Seller Storefronts, ensuring they were informative and reflective of each grower's business ethos. Supplementing this with a comprehensive benchmarking analysis against industry peers and leading digital platforms, I developed a feature set that addressed core user needs while standing out in the marketplace. Key to this approach was the creation of Original Share Tags, enhancing the shareability and security of these digital profiles.
Solution
The Seller Storefronts were designed and implemented with a focus on transparency and user engagement. The result was a set of personalized, secure digital profiles that growers could use to market their produce effectively. Launched at an AgTech conference, these storefronts enabled growers to authentically represent their offerings, supported by data-driven insights and market research. This created a new standard for online agricultural trade. While the full potential of the Seller Storefronts continues to unfold, the platform has laid down strong digital foundations, shaping the future of agricultural trading. Feedback and lessons learned are guiding ongoing refinements, ensuring the platform evolves with the shifting landscapes of the ag-tech industry and our company’s strategic vision.
Impact
User Engagement
The Seller Storefronts boosted user engagement by providing growers with a platform to transparently and effectively market their produce.
Market Penetration
The introduction of these digital profiles helped bridge the digital divide in the agricultural industry, promoting trust and transparency in online trading.
Ongoing Improvement
Feedback and analytics continue to shape platform enhancements, ensuring it evolves with industry needs and aligns with strategic goals.
