📱Mobile Application
Research, UX & UI
Urban Kisaan
Overview
Urban Kisaan connects people directly with local farms, making access to truly fresh, responsibly grown produce effortless.
We remove the layers of distribution that drive up cost and compromise quality to ensure customers get harvest-fresh fruits and vegetables at more accessible prices than traditional supermarkets.
Impact Made after Redesign
30–40%
Reduced average checkout time
+0.8 stars
Improved mobile app ratings post-redesign
18%
Increase in successful order placements
The challenge was
How might we communicate the mutual value — fresher, fairer produce for consumers and stronger reach for local farmers through this app?
Our solution was simple. To tell the story of farmers.
Promote farmers
We highlighted farmer stories and growing practices to build transparency and trust in every interaction.
Connect with the farmers
The experience was designed to help users feel closer to where their food comes from and the people behind it.
Simpler navigation
We streamlined navigation to make discovery and ordering intuitive, ensuring users never felt lost in the process.
The screens below represent the final designs that shaped the Urban Kisaan app experience — laying the foundation for a transparent, farmer-first shopping journey.
Explorations
In the early stages, we didn’t plan to include a dedicated Farmers Page.
However, during early user interviews, we realized people were curious about where their food comes from and who grows it. This insight led us to explore ways to bring farmers closer to the digital experience.
The central idea of this Farmers page revolved around showcasing each farmer's farm, crops and personal story. We took inspiration from Instagram’s Explore section, a grid of photos and videos tailored to user interests and extended it further by enabling users to purchase directly from these visuals.
Learnings
Designing for fresh produce e-commerce taught me how critical speed and clarity are in high-intent flows—small friction points in discovery or checkout directly impact order completion.
Working closely with operations and supply teams helped me understand how UX decisions affect real-world logistics, from delivery slot selection to inventory visibility and fulfillment accuracy.
I learned that trust is built through transparency—clear pricing, delivery timelines, and farm-to-consumer storytelling significantly improved user confidence and repeat usage.
Collaborating with marketing and growth teams reinforced the importance of aligning UX with business metrics like repeat orders, basket value, and retention—not just visual polish.
Interested in connecting?
Let’s talk projects, collaborations, or anything design!
Copyright 2025 by Swetha Thokala