Baker Creek

Baker Creek is an heirloom fruit, veggie and flower seed company with a mission to provide the seeds of a sustainable food supply for many generations to come. .

Year

2021

Agency

General Assembly Group Project

Project Type

Product / UI design / UX collaboration

Role

UI Designer, UX Designer, UX Research

Project Overview

Concept App design for Baker Creek

I was brought on to help redesign SimpleStage's product interface and develop a design system that would be adaptable, expandable and flexible as the platform grows and evolves.
With a team of brilliant UX designers at General Assembly we were tasked to take our collective UX skills and provide Baker Creek with impactful design.

We decided to design Baker Creek a mobile app.
‍
‍Baker Creek Heirloom Seeds is an app for gardening enthusiasts to access the company’s seed catalog accompanied with easy, digestible information on how to grow their wide variety of heirloom seeds. Utilizing the community forums and photo sharing features, users can curate a platform for creating, sharing and discovering gardening tips.

Challenge

Baker Creek is an established and beloved heirloom seed company. However they are not loved for their digital presence. Their bare outdated site was a challenge and opportunity to create a beautiful and pragmatic app that gardeners and farmers alike could use while tending to their gardens.

My Role/Responsibilities

UX Research
UI Designer
UX design.

Research & Planning

Expanding the experience for all consumers

A brand identity, mission statement, and e-commerce site had already been established. Our goal was to bring more value to the consumer while keeping it cohesive to the already existing site. Baker Creek is brand trusted by millions of farmer and gardeners alike, our mission was to bring more value to consumer experience.

Analysis

Our first step was to look at the landscape of larger competitors to identify what features worked and what didn't.

Feature Inventory

Comparative Analysis Step-By-Step

Competitor Analysis Step-By-Step

Plus/Delta Analysis

Interviews, Personas, Journey Map and Userflows

Unearthing the needs of gardeners

We conducted interviews and surveys with a wide variety of growers. Distilling our takeaways from these growers we were able to create two personas that would represent the two ends of Baker Creeks customers. Keeping these two personas in mind we created a journey map and task flow for each individual persona.

Survey

The first step I took was to conduct a visual study of SimpleStage’s competitors to identify industry trends on how color, typography and layout impacts complex UI systems.

Surveys

Interviews

Some key takeaways from our interviews were gardeners wanted a way to access community, relevant educational resources and more guided purchases. Gardening can often be intimidating, even for the most experienced gardener.

Quotes

Design

Establishing a fresh, dynamic and scalable design system

With a clear scope of what features Baker Creeks offered and the feedback from our interviews and surveys, we sought to design an App that Baker Creek we be proud to share with their customers.

Design System Ethos

01

Approachable and familiar UI.

02

Clean colors and typography.

03

Similar component layouts that repeat throughout the dashboards

Lo-Fi Prototypes

Lo Fidelity Prototypes were made to establish layout and conduct usability tests.

Typography & Colors

Lato was chosen for its approachable and clean style.
The colors were chosen to be subtle and to be cohesive with the brands idenity.

Final Designs

Buttons
Icons
Fields/Drop Downs
Modules
Alerts/Status
Tables

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