Cultivate by Farmdrop
The challenge
Background
Farmdrop is a British sustainable and ethical food delivery company which provides customers with farm-fresh food, locally-sourced fish, everyday essentials and household goods. They are on a mission to “fix the food chain” and pay farmers 70% of profits made from food they sell.
The outcome
In just 2 weeks our team of 3 researched and created a high fidelity prototype of an app that gamified health tracking. Through syncing shopping points and viewing health data, Farmdrop customers could unlock events to attend with their friends.
Team
Oliver Shaw, Christine Anh Hoang, Louise Hill
Role
UX Research, Strategy, Branding, UI Design
Project type
Discovery
Full user research article on Medium
Monica, target Farmdrop customer
Surveys and interviews with Farmdrop customers and target future customers showed an audience who regularly track their fitness with technology and lead very healthy lifestyles.
So how could Farmdrop help?
We noticed a trend in feeling guilty or bad when not hitting lifestyle goals. We saw an opportunity to offer health-tracking with an unique twist...
Ben Pugh, CEO, Farmdrop
Sifted.euWe had to incorporate Farmdrop’s values and culture. We needed to create a product which fitted seemlessly with their current mix of apps and services.
We had to be carefull to consider ethical implications around data collection. We needed to build trust and make sure the user would be fully in control of how they share and track their data.
Alma, Farmdrop customer
We noticed another nice business opportunity. Our interviewees led busy social lives and loved to attend events with their friends. When we asked how they found out about Farmdrop we discovered it was typically through a friend’s recommendation, so we knew inviting friends along to events through a free ticket could be a great way to further build the Farmdrop community.
Enter Cultivate—an app which rewards customers for making healthy choices through unlocking fun events to attend with friends, whilst offering a more balanced approach to keeping fit and healthy.
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