Outcome Statement
Solving Farmer Market Access Barriers with REWE
This app was designed to improve the process of sourcing local produce, improve supply chain efficiency, and providing a direct link between parties.
My role and process
My role was to design the UI for key screens and define the visual identity, working closely with the managing director and brand design director.
Agency
Silberpuls
Team Manager
Ben and Anna
Client
REWE
Year
2022
Problem Statement
REWE struggled to source local produce efficiently due to complex communication and supply chain logistics.
This limited their local product range, hurting competitiveness. Farmers also faced difficulties accessing large supermarket chains, resulting in missed business opportunities and higher operational costs.
The Audience
The target audience were small and medium-sized farmers who struggled with market access and high operational costs.
Having a platform that could provide them with better access, would allow them to increase their market reach and streamline their operations.
User Research
Farmers found traditional supply chain platforms complex, designed for logistics experts rather than small-scale producers.
• Farmers relied on manual processes like phone calls or spreadsheets making order management inefficient and time-consuming.
• Inefficiencies in communication and a lack of user-friendly systems added to their operational costs and limited their market reach.
As consumer interest in local produce grows, supermarkets seek easier ways to procure products from local farmers
64%
of grocery retail executives say fresh food is the most important department for sales growth
80%
of consumers seek out grocery stores that prioritise local fresh food from local farmers
*Deloitte Consumer Industry Center
Search and Filter
This search let both parties find each other, making local sourcing simpler.
As a REWE, I want to find farmers based on location, product type, and availability to ensure timely and diverse supplies . The inability to filter farmers efficiently causes delays and limits access to the best produce options.
As a farmer, I want to appear in filtered search results to reach buyers looking for my products and grow my business. The inability to be discoverable makes it harder to connect with new buyers and secure orders.
Order Management
Both parties can connect with each other for better operations and reduced delays.
As a farmer, I want to showcase my products, ratings, and production methods to attract more buyers and secure sales.
The inability to highlight my offerings makes it difficult to stand out and grow my business.
Simplified Inventory and Pricing Management
Price comparison and trend tracking tools help REWE secure the best deals and improve supply chain decisions.
• Price tracking and comparison tools help farmers stay competitive and make smarter decisions;
• REWE can pre-order high-demand products, ensuring they’re stocked and ready when needed.
Learnings and Next Steps
What I‘ve learned from designing for REWE and Farmers:
-
Tight Timeline: The tight one-week timeline forced compromises in terms of user testing. Rushing through the project meant we couldn’t conduct user testing with real farmers.
“TerraTerra” Name: While the name was well-received, REWE felt it was too abstract for the platform’s purpose.
-
Deviating from the Brief: REWE had specified certain colors for the branding, but these colors were highly saturated. Instead, I opted for a different color palette. While this was a design decision to improve the UI, it did not align with the client’s expectations.
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