Affinity Diagram
The affinity diagram was like solving a puzzle. We extracted key details from the data to create puzzle pieces, which we grouped to identify common Insights (shown in turquoise) and Pain Points (shown in orange) among our users. This helped us gain a bigger picture and define our problem more accurately.
User Persona
At the beginning of our project, we conducted research with a target user in mind, a Proto Persona named Pam Jo Walker. According to Allison's demographic explanation, this group has historically made up the majority of market-goers.
However, in recent years she has also noticed a rise in the representation of BPOC community members. Using feedback from Allison and other users, we developed a User Persona named Abby Shawano to create a more accurate representation of our target user.
User Insight Statement
Abbie, a busy, working-mother to an 8-year old, just moved to a new neighborhood. Abbie is looking for good local food and family-friendly activities. She loves farmers markets - she just needs to find one!
Problem Definition
Portland's Hollywood Farmers Market's current website does not align with their brand standards and has out-of-date information. It needs to effectively showcase the welcoming culture and diverse community of the market.
How might we embody the market experience on the website and promote a greater sense of community?
User Flows + Information Architecture
We began to carve out the user experience as a team, by iterating a user flow that would not only address our user and stakeholder's needs, but do so intuitively.
To map out our site, we had to define the hierarchy of the content. Taking the guess work out of locating the most important information for our users was our top priority. This ensured that nothing outdated or irrelevant would negatively impact the user experience.
