LAMERHAV
ABOUT LAMERHAV
Empowering Farmers in Israel
A social enterprise which aims to strengthen the status of farmers in Israel by connecting people to agriculture. The idea is to have experiential tours in agricultural farms around the country, enabling people to participate in farming work, obtain primary-source knowledge, and have the option to purchase agricultural produce directly from the farmer.
THE STORY
Redesigning for Impact
As part of the Social Entrepreneurship Program of the World Zionist Organization, a young entrepreneur has founded Lamerhav venture. I knew her from my past, and when I've heard the venture is not progressing and saw the existing website, I suggested to redesign the website, as no one conducted research-based design before developing.
THE PRODUCT
Redesigned website tailored to user needs, featuring compelling CTAs inviting participation in tours.
THE PROBLEM
Farmers struggle to make a profitable living by selling their produce only to merchants.
MARKET RESEARCH
Exploring the Market Landscape
To gain insight into the agricultural world, I delved into articles about Israeli agriculture and joined relevant Facebook groups. I also researched other farms operating agricultural tourism and explored adjacent industries.
In-direct Competitors
Adjacent Industries
- Experiential tours
- Tour-focused experiences
- Direct sales of agricultural produce
Competitors Analysis
Analyzing the websites of farms offering agricultural tourism, I identified conventions that could meet the needs of Lamerhav's target audience.
Conventions
- High-quality imagery
- Product or service showcases without pricing information
- Registration and payment options on the website
USER RESEARCH
Uncovering Motivations and Decision-Making Factors
The entrepreneur had defined the target audience as young adults, with potential expansion to teenagers, families, and mature individuals in the future. I conducted interviews and surveys to understand their decision-making process, motivations, and tour experiences.
target Audience
Agriculture enthusiasts in their 20s and 30s
Leading questions
- What factors influence your decision to participate in an agricultural tour?
- What motivates you to join a tour?
- What activities take place during the tour?
Contextual Inquiry
I participated in two Lamerhav tours as part of a pilot program, engaging with participants of various ages and backgrounds.
5
40-60
35
ANALYSIS
Users Preferences and pain points
Survey Insights
75%
Of interviewees were aged 25-35
73%
Felt there were insufficient farming activities in their area of interest
82%
Considered knowledge an important factor when choosing leisure activities
91%
Regarded tour activity descriptions as crucial
Pain Points
- Limited variety of agricultural activities on farms
- High prices for fruits and vegetables in retail stores
- Unreliable and unprofessional information about agriculture online
Personas
Immersed in data from interviews, surveys, and inquiry, I unveiled two personas. Deliberately, I chose one as the focal point, their essence guiding the design's path.
The Traveller (Main)
Agriculture Enthusiast (Secondary)
WIREFRAMING
focusing on structure and microcopy
Taking into account the existing website and user research findings, I planned a redesign that addressed the needs of the main persona and tackled identified pain points.
Tour Selection
Highlighting the experiential aspect of the tours, I emphasized key parameters and changed the micro copy from "purchase" to "register."
Registration & Payment
The registration process was divided into steps, ensuring clarity and reducing overwhelm. The cost of the tour was mentioned, and payment-related language was used to underscore the financial aspect.
View Tour Details
Crucial tour information, such as activities and schedule, was highlighted. A clear call to action for registration and the number of remaining spots were included.
Farm's story
Responding to participant feedback, I incorporated information about the farm, its values, and the crops grown, ensuring transparency and relevance.
UI Design
Finalizing the Design
Collaborating with a freelance UI designer, we refined the design to present a realistic and visually appealing result.
NEXT STEPS
- Conduct usability testing with target users to gather valuable insights.
- Incorporate the insights into the wireframes, making final refinements.
- Secure budget approval from the Zionist Organization to proceed with the redesign development.
- Launch the website and connect it to Google Analytics.
- Define key performance indicators (KPIs) to measure success and establish a monitoring period for evaluation.
TAKEAWAY
Unfortunately, just six months after launching the pilot, the global Covid-19 pandemic hit, causing the project to be put on hold, and the website redesign was never implemented. Looking back, I realized that I could have conducted usability tests without waiting for budget approval. These insights would have allowed me to enhance the interface, gain valuable experience in usability testing, and ultimately make the project even stronger.
