my farmerA farmer with an attitude, in your pocket

Have you watered your basil yet today?

by Lesley Merz and Jacqueline ColognesiUser Experience Design, General AssemblyOctober 2013

The challenge

Solution

Scope

A new farming magazine aims to position itself as a

knowledge base for its young, urban readership.

A mobile application brings how-to information to beginner

gardeners.

Company research, Persona development, User flows,

Information Architecture, Wireframes

what is modern farmer

?

FarmFood LifeThis goat

Modern Farmer is a quarterly magazine founded in 2012 covering topics including local and sustainable growing, the slow food movement, and a farm-to-table lifestyle.

Company background

The magazine covers a broad range of subjects and has a quirky, irreverent tone. It covers serious subjects, but doesn’t take itself too seriously.

Company background

who are the modern farmers

?

User: The Urban Ruralist Brooklyn, NY

• aspiringgardener• foodie• farm-to-table• environmentalist• slowfood• urbanite• hipster

The best way to know where my food is coming from is togrow it myself.

It’s nice to watch things grow.

I don’t mind getting my hands dirty, but where do I start?

Many readers in the magazine’s target audience live in cities, but have a desire to get back to nature. They care about their food and where it comes from. They also are urban, and can appreciate modern farmer’s irreverent attitude.

“Our how-to section is going to be the most important section in the magazine…”

—Ann Marie Gardner, CEO and Editor-in-Chief

Modern Farmer’s “How-to” section, while one of its priorities, is not well developed. Its website has few how-to articles, and mainly those on advanced topics. Modern Farmer needs a better way help its readers: beginners who are eager to learn.

The Problem: connecting to beginners

how canmodern farmer

connect to these users?

The idea was conceived for a “farmer in your pocket”—a mobile application to guide novice farmers, establish the magazine as a leader for this new food culture, and maintain its whimsical feel.

The Solution: a How-To Application

Have you watered your basil yet today?

Our process involved a paper prototyping system of interchangeable pieces. This allowed us to quickly try out different interactions and move interface components around easily. This collaborative process seamlessly facilitated a low-fidelity, interactive prototype.

Process: Prototyping

User tests revealed that the concept was well-received. However, we learned that too much flexibility lead some users to feel confused, and we discovered that the initial flow through the application was critical to a user’s understanding of how it worked.

Process: User Testing

We reorganized the information architecture to have a clearer hierarchy. The home screen became “my farm,” a status snapshot of the user’s plants and tasks, and a side menu organized the rest of the navigation in a list.

Home screen: MyFarm

Side navigation: articlesandutilities

Information Architecture

Our updated flow took improved the different steps needed for first-time and repeat users. For first-time users, My Farmer opens with a quick intro-duction and guides users to answer four basic questions to get custom farm recommendations. On subsequent opens, the application takes the user straight to the “My Farm” home screen.

Open My Farmer

Introduction

set date of planting

My Farm Sidebar Menu

Favorite articles

Settings

Seasonal Overview

Plant status and tasks (ex. basil)

First-time user?

Add to my farm?

yes

edit profile

no

noyes

Profile

How-to Library

Style

Space

Sun

Zone

recommendations

article how-to (ex. basil)

User Flow

We built a second paper prototype around our new information architecture and flow. This time, our tests revealed that the users knew what to expect having seen the introduction, and they felt confident in their understanding of where they were in the application at all times.

Process: User Testing

how doesmy farmer

work?

Verizon 12:00 PM

a how-to companion to

my farmer

modern farmer

The loading page directly refers back to the magazine. An angry farmer suggests the tongue-in-cheek tone of the magazine.

Wireframes

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my farmer guides you through growing your own

food with how-tos and helpful reminders

Let’s see how it works!

swipe to continue >>

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Fill out your farmer profile in four simple steps to get custom recommendations.

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Choose the plants you want to grow and enter

the date you plant them.

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Grow your plants with helpful (if snarky!)

reminders from Old MacDonald.

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That’s it! Now just work up an appetite for your own homegrown food!

set up your profile >>

For a first-time viewer: The first page of the introduction tells the user what is coming up, and shows that it won’t be long. The text is brief, while easy swiping between pages allows the user to quickly complete the introductory sequence. It ends by encouraging the user with the incentive of a bountiful harvest.

Introduction Sequence

Customized plant recommendations are integral to the application, so new users are directed next to answer four short questions about plant types, space availability, sun exposure, and growing zone to determine their suggested plants.

Application Customization

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Get started on your custom farm in four quick steps!

What are we working with?

1 StyleWhat types of plants you want to grow?

Veggies

Herbs

Fruits

Legumes

swipe to continue >>

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2 SpaceHow much room do you have?

Windowsill

Balcony/ Terrace

Roof/Patio

What are we working with?

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3 SunWhat kind of light do you get?

Southexposure

East or West exposure

Northexposure

What are we working with?

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4 Zone

Find your growing zone!

Already know your zone? Enter it!

Zip code:

Zone:

or

Go to My Farm! >>

What are we working with?

easy swipe between pages dots reflect page number

questions only ask information required from users to get custom farm recommendations

“My Farm” is a current status list of the plants a user is growing.

Home Screen

Verizon 8:00 AM

my farm

Basil

Peppers

Tomatoes

Seasonal Overview

Kale

4

2

11

menu housed in sidebar for access throughout the app:- Plant How-to Library- Favorite How-tos- Profile- Settings

Seasonal Overview presents upcoming tasking in one list Each plant page shows

the status of that plant and notifications

Notifications for current and overdue tasks for each plant

Verizon 12:00 PM

Library ABCDEFGHIJKLMNOPQRSTUVWXYZ

How<to:<Corn

How<to:<Cucumber

How<to:<Cauliflower

How<to:<CarrotsVegetables<farming<farmNtoNtable<sustainableliving<local<food<movement<slow<food<modernfarmer<plants<herbs<vegetables<legumes<fruit

Vegetables<farming<farmNtoNtable<sustainableliving<local<food<movement<slow<food<modernfarmer<plants<herbs<vegetables<legumes<fruit

Vegetables<farming<farmNtoNtable<sustainableliving<local<food<movement<slow<food<modernfarmer<plants<herbs<vegetables<legumes<fruit

Vegetables<farming<farmNtoNtable<sustainableliving<local<food<movement<slow<food<modernfarmer<plants<herbs<vegetables<legumes<fruit

BrowseAll

Recommended/for/You

New/Ar4cles

The how-to library automatically populates with recommendations based on the user’s profile, but users can also search, browse alphabetically, or look for newly added articles.

How-to Library

The how-to article page for any plant gives the user the plant growing overview and step-by-step growing process. Adding a plant to “My Farm” populates the user’s home screen.

How-to Articles

»

Verizon 12:00 PM

how to: basil Add#Plant#to#My#Farm

Basil#is#a#hardy,#easy5to5grow#herb#that#is#goodfor#beginners.#

Likes: Lots of sun, constant pruningDislikes: Overly wet soil, crowding

STEP 1: Start basil indoors 4-6 weeks before the Þrst frost.

You'll need: Basil seeds, well-draining pots, planting soil, water, full sun.

ii

STEP 2: Plant two seeds per small pot. Cover the seeds with saran wrap to keepthem warm. During this earlygrowth stage, water daily.

Purchase at ModernFarmer.com

»

Verizon 12:00 PM

how to: basil Add#Plant#to#My#Farm

Basil#is#a#hardy,#easy5to5grow#herb#that#is#goodfor#beginners.#

Likes: Lots of sun, constant pruningDislikes: Overly wet soil, crowding

STEP 1: Start basil indoors 4-6 weeks before the Þrst frost.

You'll need: Basil seeds, well-draining pots, planting soil, water, full sun.

ii

STEP 2: Plant two seeds per small pot. Cover the seeds with saran wrap to keepthem warm. During this earlygrowth stage, water daily.

Purchase at ModernFarmer.com

»

Verizon 12:00 PM

how to: basil Add#Plant#to#My#Farm

Basil#is#a#hardy,#easy5to5grow#herb#that#is#goodfor#beginners.#

Likes: Lots of sun, constant pruningDislikes: Overly wet soil, crowding

STEP 1: Start basil indoors 4-6 weeks before the Þrst frost.

You'll need: Basil seeds, well-draining pots, planting soil, water, full sun.

ii

STEP 2: Plant two seeds per small pot. Cover the seeds with saran wrap to keepthem warm. During this earlygrowth stage, water daily.

Purchase at ModernFarmer.com

Add Plant to My Farm

»

Verizon 12:00 PM

how to: basil Add#Plant#to#My#Farm

Basil#is#a#hardy,#easy5to5grow#herb#that#is#goodfor#beginners.#

Likes: Lots of sun, constant pruningDislikes: Overly wet soil, crowding

STEP 1: Start basil indoors 4-6 weeks before the Þrst frost.

You'll need: Basil seeds, well-draining pots, planting soil, water, full sun.

ii

STEP 2: Plant two seeds per small pot. Cover the seeds with saran wrap to keepthem warm. During this earlygrowth stage, water daily.

Purchase at ModernFarmer.com

Basil is a hardy, easy-to-grow herb that is good for beginners.

Light: full sunGrowing season: early spring (outdoors)Zone: 1-11Space: 6-inches apartAnnual (perennial if grown indoors)

Basil seedswell-draining potsplanti ng soilwater

Basics

You’ll need

Growing overview

»

Verizon 12:00 PM

how to: basil Add#Plant#to#My#Farm

Basil#is#a#hardy,#easy5to5grow#herb#that#is#goodfor#beginners.#

Likes: Lots of sun, constant pruningDislikes: Overly wet soil, crowding

STEP 1: Start basil indoors 4-6 weeks before the Þrst frost.

You'll need: Basil seeds, well-draining pots, planting soil, water, full sun.

ii

STEP 2: Plant two seeds per small pot. Cover the seeds with saran wrap to keepthem warm. During this earlygrowth stage, water daily.

Purchase at ModernFarmer.com

»

Verizon 12:00 PM

how to: basil Add#Plant#to#My#Farm

Basil#is#a#hardy,#easy5to5grow#herb#that#is#goodfor#beginners.#

Likes: Lots of sun, constant pruningDislikes: Overly wet soil, crowding

STEP 1: Start basil indoors 4-6 weeks before the Þrst frost.

You'll need: Basil seeds, well-draining pots, planting soil, water, full sun.

ii

STEP 2: Plant two seeds per small pot. Cover the seeds with saran wrap to keepthem warm. During this earlygrowth stage, water daily.

Purchase at ModernFarmer.com

»

Verizon 12:00 PM

how to: basil Add#Plant#to#My#Farm

Basil#is#a#hardy,#easy5to5grow#herb#that#is#goodfor#beginners.#

Likes: Lots of sun, constant pruningDislikes: Overly wet soil, crowding

STEP 1: Start basil indoors 4-6 weeks before the Þrst frost.

You'll need: Basil seeds, well-draining pots, planting soil, water, full sun.

ii

STEP 2: Plant two seeds per small pot. Cover the seeds with saran wrap to keepthem warm. During this earlygrowth stage, water daily.

Purchase at ModernFarmer.com

Add Plant to My Farm

»

Verizon 12:00 PM

how to: basil Add#Plant#to#My#Farm

Basil#is#a#hardy,#easy5to5grow#herb#that#is#goodfor#beginners.#

Likes: Lots of sun, constant pruningDislikes: Overly wet soil, crowding

STEP 1: Start basil indoors 4-6 weeks before the Þrst frost.

You'll need: Basil seeds, well-draining pots, planting soil, water, full sun.

ii

STEP 2: Plant two seeds per small pot. Cover the seeds with saran wrap to keepthem warm. During this earlygrowth stage, water daily.

Purchase at ModernFarmer.com

Basil is a hardy, easy-to-grow herb that is good for beginners.

Light: full sunGrowing season: early spring (outdoors)Zone: 1-11Space: 6-inches apartAnnual (perennial if grown indoors)

Basil seedswell-draining potsplanti ng soilwater

Basics

You’ll need

Growing overview

»

Verizon 12:00 PM

how to: basil Add#Plant#to#My#Farm

Basil#is#a#hardy,#easy5to5grow#herb#that#is#goodfor#beginners.#

Likes: Lots of sun, constant pruningDislikes: Overly wet soil, crowding

STEP 1: Start basil indoors 4-6 weeks before the Þrst frost.

You'll need: Basil seeds, well-draining pots, planting soil, water, full sun.

ii

STEP 2: Plant two seeds per small pot. Cover the seeds with saran wrap to keepthem warm. During this earlygrowth stage, water daily.

Purchase at ModernFarmer.com

»

Verizon 12:00 PM

how to: basil Add#Plant#to#My#Farm

Basil#is#a#hardy,#easy5to5grow#herb#that#is#goodfor#beginners.#

Likes: Lots of sun, constant pruningDislikes: Overly wet soil, crowding

STEP 1: Start basil indoors 4-6 weeks before the Þrst frost.

You'll need: Basil seeds, well-draining pots, planting soil, water, full sun.

ii

STEP 2: Plant two seeds per small pot. Cover the seeds with saran wrap to keepthem warm. During this earlygrowth stage, water daily.

Purchase at ModernFarmer.com

»

Verizon 12:00 PM

how to: basil Add#Plant#to#My#Farm

Basil#is#a#hardy,#easy5to5grow#herb#that#is#goodfor#beginners.#

Likes: Lots of sun, constant pruningDislikes: Overly wet soil, crowding

STEP 1: Start basil indoors 4-6 weeks before the Þrst frost.

You'll need: Basil seeds, well-draining pots, planting soil, water, full sun.

ii

STEP 2: Plant two seeds per small pot. Cover the seeds with saran wrap to keepthem warm. During this earlygrowth stage, water daily.

Purchase at ModernFarmer.com

Add Plant to My Farm

»

Verizon 12:00 PM

how to: basil Add#Plant#to#My#Farm

Basil#is#a#hardy,#easy5to5grow#herb#that#is#goodfor#beginners.#

Likes: Lots of sun, constant pruningDislikes: Overly wet soil, crowding

STEP 1: Start basil indoors 4-6 weeks before the Þrst frost.

You'll need: Basil seeds, well-draining pots, planting soil, water, full sun.

ii

STEP 2: Plant two seeds per small pot. Cover the seeds with saran wrap to keepthem warm. During this earlygrowth stage, water daily.

Purchase at ModernFarmer.com

Basil is a hardy, easy-to-grow herb that is good for beginners.

Light: full sunGrowing season: early spring (outdoors)Zone: 1-11Space: 6-inches apartAnnual (perennial if grown indoors)

Basil seedswell-draining potsplanti ng soilwater

Basics

You’ll need

Growing overview

My Farm: Plant Detail

Verizon 12:00 PM

Date planted: April 5, 2013

Today your basil plant is 4 weeks old.

It should be several inches tall with small, bright green leaves.

Water your plant twice a day.

At 4 weeks: Re-plant your

seedlings

Start: Plant your seeds

change

Tasks

What’s next?

Next stepGo back

basil

expand

Re-pot plants 6 inches apart

Water: morning

Water: aft ernoon

Water: morning

Water: aft ernoon

Week of May 6

May 6 (a.m.)

May 6 (p.m.)

May 7 (a.m.)

May 7 (p.m.)

Behind on logging your completed tasks? Check all

Share your progress!

View how-to arti cle

Date planted: April 5, 2013

Today your basil plant is 4 weeks old.

It should be several inches tall with small, bright green leaves.

Water your plant twice a day.

At 4 weeks: Re-plant your

seedlings

Start: Plant your seeds

change

Tasks

What’s next?

Next stepGo back

basil

expand

Re-pot plants 6 inches apart

Water: morning

Water: aft ernoon

Water: morning

Water: aft ernoon

Week of May 6

May 6 (a.m.)

May 6 (p.m.)

May 7 (a.m.)

May 7 (p.m.)

Behind on logging your completed tasks? Check all

Share your progress!

View how-to arti cle

Verizon 12:00 PM

Date planted: April 5, 2013

Today your basil plant is 4 weeks old.

It should be several inches tall with small, bright green leaves.

Water your plant twice a day.

At 4 weeks: Re-plant your

seedlings

Start: Plant your seeds

change

Tasks

What’s next?

Next stepGo back

basil

expand

Re-pot plants 6 inches apart

Water: morning

Water: aft ernoon

Water: morning

Water: aft ernoon

Week of May 6

May 6 (a.m.)

May 6 (p.m.)

May 7 (a.m.)

May 7 (p.m.)

Behind on logging your completed tasks? Check all

Share your progress!

View how-to arti cle

Plant status, based on date planted

Current step can be expanded for detailed explanation

See past and upcoming steps

Check off completed tasks to stay on top of harvest

Links to Library How-to article for in-depth tutorial

If a user doesn’t log the tasks required for a plant, Old MacDonald shows up to weigh in. This cranky, melodramatic old farmer plays up the magazine’s irreverent personality, and is a fun way to remind the user not to forget any tasks along the way.

Reminders and Notifications

Verizon 12:00 PM

Library ABCDEFGHIJKLMNOPQRSTUVWXYZ

How<to:<Corn

How<to:<Cucumber

How<to:<Cauliflower

How<to:<CarrotsVegetables<farming<farmNtoNtable<sustainableliving<local<food<movement<slow<food<modernfarmer<plants<herbs<vegetables<legumes<fruit

Vegetables<farming<farmNtoNtable<sustainableliving<local<food<movement<slow<food<modernfarmer<plants<herbs<vegetables<legumes<fruit

Vegetables<farming<farmNtoNtable<sustainableliving<local<food<movement<slow<food<modernfarmer<plants<herbs<vegetables<legumes<fruit

Vegetables<farming<farmNtoNtable<sustainableliving<local<food<movement<slow<food<modernfarmer<plants<herbs<vegetables<legumes<fruit

BrowseAll

Recommended/for/You

New/Ar4cles

the end!