Context
Au Champ Bio is a French organic farm located in the heart of Normandy. They offer high-quality, fresh organic vegetables and are now looking to expand their presence locally by partnering with companies and restaurants. Their goal is to make organic products more accessible by delivering directly to workplaces.
Despite being a young business, Au Champ Bio has already built a strong customer base, thanks to the exceptional quality of their produce. As more people in Normandy become conscious of their health and the benefits of eating well, the demand for organic food is rising steadily. In response to growing interest from local businesses, Au Champ Bio has begun offering doorstep delivery. To support this new service, they are developing a digital platform that allows employees and restaurants to easily order fresh organic products online — delivered conveniently and at a fair price.
I designed a prototype for this platform, which you’ll find in this case study. I’m currently developing their live website using Framer.
Organic Farmers
Problems & Solutions
Problem Statement:
How might we make it easier for companies and restaurants to access fresh organic products for their employees and clients, delivered on a schedule that works for them?
And how can we attract new customers to choose and regularly buy organic products from Au Champ Bio?
Solution:
Design a user-friendly website that allows businesses to easily browse available products, build a custom shopping list, and schedule deliveries at convenient times. The platform simplifies the ordering process, whether it’s for a one-time order or recurring deliveries.
By connecting customers directly with the farm, the platform removes intermediaries, allowing Au Champ Bio to offer competitive prices while ensuring fair compensation for the farmers. It’s a win-win:
• Companies and restaurants save time and money while offering fresh, high-quality products to their teams or clients.
• Employees and individuals no longer need to waste time at the supermarket and can enjoy seasonal, organic produce delivered straight to their workplace.
• Restaurants benefit from reliable deliveries, full transparency, and products that support local agriculture — all without hidden supply chain costs.
Functional App Map
Drag the App Map around
Project KPI
Since Au Champ Bio is in the early stages of launching its online platform, it is crucial to closely monitor both current activities and long-term objectives.
To ensure sustainable growth and assess performance from a business perspective, here are the key metrics to focus on:
1. Average Number of Orders (per Day/Month)
Tracking the number of orders over time provides a clear indicator of growth and market traction. It helps the business understand customer demand and identify trends. To boost order volume, strategic initiatives such as seasonal promotions, loyalty programs, and product bundles can be introduced.
2. Customer Satisfaction & Retention
Customer experience is at the heart of building a trusted brand. It’s essential to understand how customers feel about the product quality, delivery experience, and overall service. Tools like Net Promoter Score (NPS) and post-delivery feedback will be used to measure satisfaction. Collecting feedback on aspects such as vegetable freshness, packaging, and punctuality will help the team continuously improve and build long-term loyalty.
3. Daily or Monthly Profitability
Monitoring profits on a regular basis is essential to evaluate financial health and ensure sustainable operations. By analyzing revenue, operational costs, and delivery expenses, Au Champ Bio can benchmark its performance, identify areas for cost optimization, and define a clear path for long-term growth.
These performance indicators will serve as the foundation for data-driven decision making and strategic scaling of the platform.
Competitor Analysis
Before diving into the design phase, I conducted thorough research to gather insights and inspiration from other websites in the same space. The goal was to understand the market landscape, identify best practices, and uncover opportunities for differentiation.
Competitor Mapping
I compiled a list of both direct and indirect competitors, categorizing them by priority:
• Direct Competitors: Companies offering similar organic products and services, at comparable price points, targeting the same audience.
• Indirect Competitors: Companies operating in the same general market (health-conscious food delivery, grocery platforms, etc.) but offering different products or solutions that could still meet the same customer needs.
I selected 5 to 10 competitors and organized them into a comparison table for a clearer analysis.
Feature & UX Comparison
To assess each competitor’s digital experience, I created a comparison chart evaluating key aspects of their websites, including:
• User Interface & Visual Design
• Quality of Product Images
• Filtering & Sorting Options
• Website Load Time
• Mobile Responsiveness
• Ease of Navigation
This helped me understand which UX patterns work well and which ones could be improved or simplified for Au Champ Bio’s specific user needs.
Gap Analysis
Using the comparison chart, I evaluated Au Champ Bio’s current or prototype website against the competition. I specifically looked at:
• Strengths to highlight and preserve
• Weaknesses to address in the redesign
• Pricing Models for competitiveness
• Checkout and Payment Flows for ease and trust-building
Outcome & Presentation
I summarized the key findings in a concise report and presented them to the client. This served as a foundation for justifying my design decisions and defining a user-centered strategy for the website moving forward.
Generative Research
To begin the research phase, I chose a qualitative approach rather than sending out a digital survey. I went directly to the local food market where Au Champ Bio sells its products. This allowed me to engage in real conversations with both existing customers and potential customers — including people who don’t yet buy organic food.
Through face-to-face interviews, I gathered valuable insights into their motivations, behaviors, and pain points. This direct contact gave depth to the research and helped establish a human connection to the data.
I conducted these interviews in an informal, conversational style, asking open-ended questions such as:
1. What motivates you to buy organic products? Why?
2. Where do you usually buy organic food? Why do you prefer that source?
3. Is the origin or provenance of products important to you? If so, why?
4. How do you perceive the pricing of organic products?
5. Do you actively shop for seasonal produce?
6. What’s your opinion on the current organic offering? What would you like to see more of?
7. Do you consider the environmental impact of food when shopping? What do you look for and why?
8. Have you ever bought organic products online? If yes or no — why?
9. Would you be interested in receiving curated baskets of organic products delivered to your home or office? Why or why not?
Key Insights from the Interviews
Across the conversations, several patterns emerged:
• Health awareness: Most participants acknowledged the health benefits of eating organic and expressed a desire to consume fewer processed foods.
• Environmental concern: Many were mindful of their ecological impact and showed interest in buying from local producers to reduce food miles.
• Barriers to entry: Common obstacles included high prices, limited variety, lack of knowledge on how to prepare certain products, and difficulty accessing trustworthy sources.
• Information gap: People were eager to be guided and educated — they wanted more transparency, recipe ideas, and clearer labeling.
• Desire for simplicity: There was strong interest in a service that brings together high-quality organic products in one place, with easy access, flexible delivery options, and clear information.
B2B Research: Companies & Restaurants
In parallel, I also reached out to local businesses and restaurants — either by phone or in person — who had expressed interest in Au Champ Bio’s services. I wanted to understand their expectations, pain points, and what would make their experience more seamless.
These conversations focused on:
• Their current sourcing process
• Pain points in logistics and delivery
• Desired frequency and flexibility in deliveries
• Price expectations and budget constraints
• Importance of product freshness and traceability
From these qualitative interviews, I synthesized the data into an affinity map and empathy map, which helped cluster recurring themes and highlight major user needs. This work also led to the creation of distinct user personas, representing both individual consumers and business clients, to guide design decisions and feature prioritization.
Affinity Map
Empathy Map
Personas
Home & car settings
I aimed to include all essential controls and primary buttons needed at the start of a car journey, prioritizing simplicity with large, clear, and easily understandable icons. I also envisioned a personal voice assistant to assist the driver without requiring them to look at the screen. The main tab bar displays the primary features, while a secondary tab bar provides quick access to additional features and more detailed information when swiped.
Driving & navigation
All the information about the driver and their destination is conveniently located in one place. I also allocated more space to the map navigation for the driver's comfort.
