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A rewards scheme with a twist, for a food delivery startup

Cultivate app loading screen on a mobile phone held by a hand


In this fast-paced new product innovation challenge, Farmdrop asked me and a team of 2 other designers to explore an app where customers could track their health and book on events.

Farmdrop was a British sustainable and ethical food delivery company which provided customers with farm-fresh food, locally sourced fish, everyday essentials and household goods. Their mission was to “fix the food chain” and pay farmers 70% of profits made from the food they sold.

Skills used

Market research
Customer research
Ideation workshops
UX prototyping
User testing

Brand guide
User interface design

Team size

3 designers
Project length
2.5 weeks
3 screens from the cultivate app. The left screen shows a field with points signs and a dot showing where the user is at. It reads "Only 5 points to become a bronze member. Then a large button reads "review your health data for 5 points". The second screen shows a health dashboard with a weekly or monthly view. A message reads "Scroll down to review your health information and get another 5 points". Then there is items like Steps and Stand hours with data displayed. The third screen shows an event. It reads "Farmdrop Herb Class". A user can book tickets (which are free) for the class —the screen shows photos and location for the event, plus a big 'Book' button."

Research phase

A survey and interviews with Farmdrop customers and target future customers showed an audience who regularly track their fitness with technology and lead very healthy lifestyles. We noticed a trend in feeling guilty or bad when not hitting lifestyle goals. We saw an opportunity to offer health-tracking with a positive twist. Our interviewees led busy social lives and loved to attend events with their friends. When we asked how they found out about Farmdrop, we discovered it was typically through a friend’s recommendation, so we knew inviting friends along to events could be a great way to further build the Farmdrop community.

Woman in sports gear, wearing a smart watch
"I feel guilty when I don’t meet my fitness tracking goals."

Farmdrop customer

Product definition phase

We needed to create a product to fit seamlessly with Farmdrop’s current mix of apps and services. We also had to incorporate Farmdrop’s values and culture; as an ethical retailer, we had to be careful to consider the implications of data collection. We needed to build trust and make sure the user would be fully in control of how their data was shared and tracked. The result was a gamified health-tracking experience where customers could sync their health data from Apple Health or Fitbit and receive rewards for staying healthy—unlocking Farmdrop events to attend with friends.

We conducted 3 rounds of testing to make rapid improvements to the concept and user experience.

Three onboarding screens for the Cultivate app. The left shows a welcome message and a watering can watering the brand seed, the middle shows that you sync, collect points and unlock events through the a and the third screen shows a message about data privacy, the option to sync with your Apple Health account and there is an image of a heart.

Visual design phase

The team created the Cultivate brand. I delivered the visual direction—using the visual of a seed, to show that using the app would help customers slowly and holistically flourish. The brand used Farmdrop’s signature colour palette and typefaces but added a bright orange 'sporty carrot' colour to create the feeling of energy and health. This was then delivered to the client in a brand styleguide.

Cultivate style and tone of voice guide. Pages explaining typeface-, colour- and logo-use.

The result

We presented the user and market opportunity research and the final Cultivate prototype of the new rewards-scheme product to Farmdrop after the two and a half weeks were over.

Static: Cultivate app loading screen. Seedling mark and Cultivate logo.
Animated: Cultivate screens looping from signing up to the app to booking on your first event with a free ticket for a friend

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