Not too long ago, I stumbled across a grocery e-commerce website that looked like it hadn’t seen a facelift in over a decade. As a product designer with a passion for both aesthetics and functionality, I couldn’t help but dig deeper. The resolution of the images were poor, the navigation was confusing, hierarchy was non-existent, and on mobile, it was practically unusable. It reminded me of something from the early days of the internet. It was functional, yes, but not in a way that made people want to stick around.

Now it wasn’t just about the harassing disorganization I was met with, it was the potential I saw buried underneath the clutter. Hence, I embarked on this project to show how a thoughtful and strategic redesign can turn a struggling online store into a thriving online marketplace.

Farmviti is a digital marketplace that connects everyday consumers with fresh, locally-sourced groceries and essential goods, bringing the feel of a traditional market to the convenience of your screen. Whether you're a busy professional, a health conscious family, or a bulk buyer, Farmviti makes shopping smarter, faster, and more personal.