Yellow Seed was a non-profit digital platform connecting global farmers to new trade opportunities based on transparency and trust. The idea was that the community would be able to work together to promote equity, ecological conservation, and community resilience, utilizing the Yellow Seed platform as a tool.
My Role
I was hired as a UI / UX designer for the project. I created wireframes, mockups, flow diagrams, supportive marketing graphics, and developed the logo and branding. I also helped with front-end coding as needed. In the process, I learned a lot about international trade, and many of the issues that keep global farmers in poverty.
Yellow Seed had a big vision for a better future for farmers.
We started with simply making farmers visible on the platform, which at the time (2015) was a radical step forward in transparency and farmer representation.
Farmers, Cooperatives, and ethical intermediaries could add information about Origins and Products onto the platform.
This was our impact page that I designed, which aggregated the positive impact of the farms in the network.
I created a system of icons to describe the areas of impact that we were hoping to improve through our work, and the work of the network.
I made personas to help guide the UX design process. This helped to connect the design process to real people.
The Yellow Seed marketplace is now closed, but Yellow Seed is evolving and has recently launched the Global Farmer Voices project, focusing on creating interactive farmer stories. I also designed this new Yellow Seed site.
