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Collaborative App development

Rooted Goods

Connecting communities with locally grown food

Rooted Goods is a mobile app developed in Collaboration with a team of other designers to make locally grown, organic produce more accessible. The goal was to create an intuitive platform where users of all ages could conveniently order fresh produce from local farms while gaining transparency into sourcing and pricing. 

The Challenge

Many consumers want access to ethically sourced food but struggle to find affordable, transparent options. At the same time, local farmers often rely on farmers’ markets or intermediaries to sell their products. Rooted Goods addresses this gap by creating a digital marketplace that simplifies the process for both groups—making it easier for consumers to discover local produce while giving farmers a direct sales platform. 

User Research

To better understand potential users, we developed personas representing individuals who value sustainability, transparency, and community impact. These personas emphasized the importance of clear sourcing information, easy navigation, and fair pricing. The research revealed that users are motivated not only by convenience, but also by a desire to support local agriculture and make socially responsible purchasing decisions. 

The Journey

Mapping the user journey helped identify key emotional and functional moments in the experience—from discovering local vendors to completing a purchase. Trust, ease of use, and community connection became central themes in the design process. Clear vendor information, reviews, and sourcing transparency help build confidence and encourage long-term engagement with the platform.

Iphone AI MAP

The app structure was designed to support both exploration and efficiency. Key sections include Home, Shop, Vendors, Cart, and Account. The mobile version emphasizes deeper browsing and product discovery, while the Apple Watch interface focuses on quick actions such as order tracking and notifications.

Apple Watch

prototyping

The design process moved from paper prototypes to digital wireframes. Early sketches helped map the user flow from onboarding and browsing produce to viewing vendor profiles and managing orders. These ideas were translated into low-fidelity wireframes to test layout and navigation before developing higher-fidelity designs in Figma.

Walk through

Files coming soon.

The final interface emphasizes clarity, consistency, and transparency. Warm colors, simple navigation, and well-structured product listings create a smooth browsing experience. Vendor profiles, sourcing information, and community-driven features reinforce the app’s mission of connecting people with local food systems.

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