Case study Farmia — marketplace
One marketplace story for every role.
Farmia needed to explain harvest-after-order, named vendors and fulfilment responsibilities without making buyers learn the operation behind them.
Evidence status Qualitative outcomes only, until approved analytics are available.
- Business context
- Farm-to-door marketplace
- Scope
- Strategy, IA and UX/UI
- Platform
- Custom marketplace app
- Role
- Strategy and systems design
- Status
- Client project
The problem
Produce was not the hard part. Confidence was.
Buyers had to trust freshness, payment, vendors and delivery at the same time.
Diagnosis
The highest-risk moments were the handoffs: choosing one vendor, confirming payment, updating stock and transferring an order to logistics.
Strategic decision
Organise the experience around one visible order journey, and give each role only the controls needed at that stage.
Delivery
Marketplace flows, vendor onboarding, public-shop structure, role dashboards, order states and the content hierarchy connecting them.
Visual system
Key experience decisions, shown as a connected system.
Editorial images are labelled and never presented as client screenshots.
Observable change
From disconnected role tools to one order journey.
Qualitative outcomes are used where approved analytics or baselines are unavailable.
Disconnected tools
Products, vendor tasks, payment proof and logistics read as separate systems.
Order-led structure
Roles and statuses are anchored to the same visible order sequence.
Clearer ownership
Each participant can see the next responsibility and handoff at the right moment.
Delivered system
Complexity is reduced by sequence, not hidden.
The structure keeps operational rules visible without making the buyer carry the process.
-
01
Browse by intent
Farm and produce entry points serve different discovery modes without duplicating catalogue logic.
-
02
Name the source
Vendor identity and freshness handling appear before the buyer commits.
-
03
Expose the handoff
Payment, preparation, waybill and delivery states explain what happens next.
Feedback
Client feedback, ready for approved quotes.
Each quote needs approved wording, attribution and permission before it becomes public proof.
Approved testimonial copy is pending publication.
Next step
Building a marketplace with several roles?
Turn operational complexity into a clear information and interaction system.