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Strengthening the local market with Biomondo: Find a farm, buy Bio
If you buy Swiss organic products, you not only get high quality, but at the same time support local farmers. Alongside Bio Suisse we set out to improve the offering, search and selling of products for both farmers and consumers.
The Project: Sales from farm to restaurant
Today, local farmers and consumers have to grapple with different platforms: Bio Börse is where farmers can find what they need for their daily business, like fertiliser or cattle, and Knospehof is where anyone can search for organic farms, markets and restaurants nearby. Jumping between these platforms to find the right information is time-consuming, confusing and even frustrating at times. So we set out to create a platform that unites these functions: Biomondo.
The new platform incorporates significant changes:
- Biomondo unites information that users previously had to gather on various platforms.
- Biomondo changes the connection between farmer, farm and product, improving the customer and farmer relationship.
- Biomondo establishes a natural connection between the farms and their products, boosting sales.
We partnered with Substring, who covered the technological aspects, while we were in charge of all things design as well as the frontend development. This included the user interface and also the research to bulletproof the design with real life users. The project allowed us to bring in our expertise in preparing digital products for the market by keeping the creation process as lean as possible with a tight feedback loop of testing and releasing. Oliver Gaede, IT project lead at Bio Suisse, about our collaboration:
Nothing is the ideal sparring partner for transforming complex processes and requirements into a user-friendly interface.
In the first round of the user research, we evaluated the newly connected user and farm profiles. We did so with real users only: A group of local farmers who already use the other Bio platforms. The test users were asked to play through the account creation on Biomondo: registering, completing their personal profile and changing it, as well as sharing their thoughts on the design and structure of the website overall.
Once again, we found how valuable such early usability research is. As an example: In our initial design, there was one section that, because of how it looked, our testers mistook for the page footer – which led them to miss the crucial section where they could fill in their farm’s products. Like this, an important part of the selling process would be lost! The process of releasing early, incorporating the farmers’ feedback and fixing the difficulties they encountered was an alternation between frequent releases and testing. This workflow made it possible to improve the platform during the process of development.
Changes that were implemented following the feedback rounds and the additions to the platform that were designed in the meantime can be evaluated constantly and create an environment where the real clients can give feedback before the product is even finished. With farmers trying our platform during the development process and us learning from them, the product constantly grows in maturity.
Thanks to the lean process with testing and releasing regularly, we could create the base for Biomondo and determine together with its users which direction the product should take. Biomondo is still growing and improving at a rapid pace and is now officially welcoming Bio farmers.