PROBLEM

Adna Farms is a traditional avocado farm in Southern California with no digital platform for customers to order fruit or book farm experiences. Visitors currently rely on manual communication (by phone or text), which creates friction and limits customer engagement.

GOAL

Design a mobile app that enables customers to easily purchase fresh fruit directly from the farm, book guided farm experiences, and access information about activities and farm operations.

PRODUCT

The Adna Farms mobile app is built for families, fruit lovers, nature enthusiasts, and visitors seeking fresh produce and memorable outdoor experiences. The app offers a streamlined way to shop seasonal fruit, reserve farm activities, and learn more about the farm. It also supports the business by centralizing orders, bookings, and visitor engagement in one digital platform.

A D N A F A R M S
mobile app for an avocado farm in california

CLIENT ADNA FARMS
ROLE UI/UX DESIGNER AND RESEARCHER
DURATION SEPTEMBER 2025
TOOLS FIGMA

RESEARCH

INSIGHTS

After conducting five user interviews focused on users’ purchasing habits and farm-visit planning behaviors, I identified two consistent behavioral patterns:

1. Online shoppers value convenience but worry about high shipping costs, especially for heavier produce like avocados.

2. Farm visitors enjoy the in-person experience but struggle to find clear information about available activities or easily book fruit picking sessions or hikes.

These insights highlight the need for transparent pricing, flexible pickup or delivery options, and a more intuitive booking system for on-farm experiences.

PAIN POINTS

1. High shipping costs for online fruit orders

2. Uncertainty about fruit freshness and quality when ordering online

3. Difficulty discovering available farm activities or understanding what each includes

4. Confusing or inefficient booking process for farm visits and guided experiences

USER PERSONAS

Sarah Thompson

Health conscious online buyer
Age: 34
Occupation: Marketing Manager
Family: Married, two children
(ages 3 and 6)

Sarah Thompson is a busy parent who shops online for fresh fruit and needs a way to purchase high-quality produce without paying excessive shipping fees because she wants convenience without overspending.

Goals: Buy fresh, high-quality fruit online without hidden costs

Frustrations: Worries about high shipping costs due to fruit’s weight; concerned about freshness on arrival

Behaviors: Compares prices, reads reviews, values transparency

Michael Rivera

Agritourism Enthusiast
Age: 42
Occupation: School Teacher
Family: Married, one child (age 8)

Michael Rivera is a parent and nature enthusiast who needs an easy way to discover and book farm visits because he wants his family to have educational and enjoyable agritourism experiences without the stress of planning.

Goals: Visit farms for authentic experiences, learn how fruits are grown, buy directly at the source

Frustrations: Hard to locate farms that welcome visitors or have clear info online

Behaviors: Plans trips in advance, books activities online, enjoys tasting before buying