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.