Separate the different buying jobs
Plan retail and wholesale information so customers can understand pricing, minimum quantities and their next step.
Founder venture / Food commerce
Farmia
Making a fresh produce marketplace easier to navigate.
Contribution
Product strategy, UX architecture, ecommerce flow planning, positioning and operational UX.
Evidence
Project scope & design decisions.
Performance figures not published.
THE COMMERCE JOURNEY
farmia
Freshness, with a clear next step.
Find produce
→
Understand delivery
→
Order
Authored journey illustration. This is not a screenshot or a performance report.
The problem to solve
Make the next
step clearer.
Farmia needed to explain its freshness proposition while organizing buyer types, produce ordering and a growing vendor marketplace.
Farmia and Succora are founder ventures. This story reflects work on our own business, rather than a client endorsement.
Decisions behind the experience
Make the operational promises understandable
Bring delivery-area context, ordering rules and freshness-focused messaging into the buying journey.
Connect the storefront to the business behind it
Plan vendor onboarding, inventory and reporting flows alongside the public shopping experience.
Scope in focus
What the
work covered.
Public shop and ordering structure
Retail and wholesale journey planning
Vendor onboarding architecture
Inventory and reporting UX
Evidence, with its limits
Good work needs
good measurement.
What we would measure: Completed orders, checkout drop-off, repeat purchasing and vendor onboarding completion.
No sales lift, search lift or conversion increase is claimed in this story. Reporting a result would require a defined baseline, comparable period, reliable events and an explanation of other changes.
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