Forage PNW
UX/UI Design
Problem
How might I create a resource that delights and informs novice foragers?
Solution
Forage PNW is a source of local plant knowledge right at your fingertips. With friendly branding and features that include opportunities for collection and play, this app is designed to provide useful information while mimicking some of the experiences that are most appealing about real-world foraging.
Client
Student project
role
UX/UI, Research, User Testing, Information Design, Prototyping, 3D modeling
collaborators
Solo Projecttime
14 weeks
tools
Figma, Illustrator, Blender
core principals
To guide the design, I developed core principles. Forage PNW should enchant the user by virtually capturing the qualities that draw people to foraging. It should be clear in its use of text and images, and its straightforward usability. Finally, it should engage the user by celebrating the abundance of beautiful edible plants available in our region.
jump to full solution
Process
Process Overview
Research
I conducted user research through interviews as well as looking into foraging culture. I also completed a competitor analysis of existing foraging resources. Finally, I conducted research into the requirements of foraging, the tools and information needed, and the plants available in the PNW region.
"
[Foraging is] exciting, it fits in with my ideal of myself - who I would like to be.
Interview Quote
Key Findings
user insight
Collection is a large contributor to the impulse to forage.
Application
Added a way to favorite plants, and track any plants that have been found - creating a virtual collection.
user insight
People often look at foraging resources for inspiration and to fantasize about living off the land.
Application
By creating a more aesthetically driven design, we are able to better reach our audience, who are partially drawn to the idea of foraging as a fantasy. Many current apps are more practically focused.
user insight
There is potential concern about sharing exact locations of plants stemming from fears of over picking and losing a “secret spot”
Application
By providing a journal to the user, they can track their own successful locations. Other than what they enter for themselves, there are no exact locations shared. Instead, general habitat descriptors are used.
define
Audience
The primary audience for this project is outdoorsy adults in Washington and Oregon who have an interest in foraging but not a lot of knowledge. They are people who have a deep love of the environment. There is a good chance they will only actually try foraging a few times in their lives, but they continually return to view foraging content as a way to feel inspired.
The secondary audience consists of people who have some foraging experience but are looking to expand or refresh their knowledge. Perhaps transplants who are not familiar with this area or people who were taught by their parents but haven’t gone much by themselves. Frequently a bit older, this group prides themselves in their collection - the rarer the find the better.
Forage PNW Personas
Define
Branding
The visual language of the brand is key to selling it to the user who is interested in the fantasy of foraging. To match the feeling of this pursuit, I chose natural tones, loose drawing styles, and clean but friendly fonts - all to create a warm and approachable feeling.
Forage PNW Moodboard
"
There's a real nostalgia to it [foraging] that doesn’t really come out of anything - the back-to-earth feeling, a connection to nature.
Interview Quote
define
information architecture
Information Architecture
Iteration
User Testing
I conducted user testing at multiple points during the process.
User Testing II - Preperation
Iteration
3D Modeling
As a small offshoot of this project, I decided to take the time to build a couple of mushrooms in Blender. These 3D models are examples of the elements that would appear in the “View in 3D” screen.
Mockup of 3D View with Blender Assest
3D model in Blender - Process
solution
potential solutions
I considered a few different solutions
I chose solution three. Design an appealing app that shares information about PNW plants and allows virtual collection. By focusing on the PNW, I am able to narrow the amount of information needed - meaning that we can add more features that inspire delight and foster return usership.
"
...if a guide took me [foraging] it would feel like cheating. Cheating is less rewarding because [it’s] not done by myself.
Interview Quote
solution
Forage PNW is a one-stop resource for people interested in learning about edible plants in the PNW region. As an app that contains information, images, recipes, and more, Forage PNW is meant to be used as a means to explore the world of foraging even from the comfort of your home.
solution
Icons
To gently reference traditional botanical journals, the icons mimic hand-drawn work. This plays into the idea that this could be your own journal with your doodles in the corner.
Features Priority Matrix
solution
Features
An ambitious design, the features of the app would take time to develop. To aid with the business needs, I broke down the features into waves of release, ensuring prioritization of the most important features.
Features - Release Priority
solution
Screens
In conjunction with user testing, this app design went through several iterations from the initial wireframes to different prototypes. Each time, becoming more user-friendly and more suited to the audience.
Plant Page App Design - Card System
App - Various User Flows
3D View - User Flow
Plant ID - User Flow
"
[I] want it to be set up by seasonality (it doesn’t do a whole lot of good to know about something 6 months before I can get it.)
Interview Quote
Reflections
final thoughts
I met my goals of creating an app that contains features that speak to the experience and joy of foraging. I did find myself struggling early on with the branding. I had the impulse to incorporate stronger branding into the design but ultimately decided it was more successful to keep the branding simpler with a limited color pallet in order to compete less with the variety of plants. In the end, I succeeded in creating a few user flows that are usable and clean while still allowing room for the fantasy of foraging.
Next steps
For a next step, I would keep placing this app design in front of users. With A/B testing on specific interactions, I would be more able to confirm whether the user's goals were being met. Finally, after development, I'd be very interested in tracking use (primarily to see how much time users spend on the app and whether they are returning for multiple sessions) in order to determine how well it is meeting our north star metric of users "spending time virtually finding plants."
