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Serving Fresh by Infinite Options (a start-up in San Jose) is bringing Farmers' Markets on a digital platform, delivering fresh local produce to the doorstep of their consumers. 

Check out the live project on App Store and Google Play

My role: Lead Product Designer

Branding: I designed the brand identity for the product as well as marketing collateral which included visuals and animations for social media, print media and merchandise. 


UX Design: I led the design team in brand standardization, covering our mobile app and customer facing website. We designed a web-based internal admin dashboard to visualize insights that matched the company’s objectives. I collaborated with the development team in an iterative process to ensure the realized product matched the design intent. 




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Mobile First Approach

Once they have selected their produce, they can easily checkout and make final changes on the 'Cart' page. There is a 'Refunds' page if there is anything wrong with the order.

Discount Coupons are applied automatically to the eligible order.  This also makes it easy for the user to view purchase / discount relationship.

After receiving their orders, consumers can rate their experience and quality of the produce they received. This helps the company get direct feedback and improvise. 

The first thing after getting into the app is for the user to select a delivery date - the position on the top is to prioritize that action. 

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Web dashboard for Farm Partners and Serving Fresh team 

Responsive design for customer facing website

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Digital Marketing Design

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Impact on product: 


146 newsletter subscribers
70+ Instagram followers
300+ total orders



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