UX Reseacher & Designer



Terra is an e-commerce solution to decreasing knowledge gaps around diet and health. The problem was low-income residents living in food deserts and food swamps weren’t exposed to healthy food options. The challenge was to design a system by creating digital solution that reconnected people to local fresh food.


Independently, developing the concept through preliminary research on statistics, market research, and interviews. I designed surveys, wireframes and usability tests to drive the product development.

Primary research: surveys, interviews, usability testing


MVP blueprint and product market fit.





      • Connecting local farms with food deserts and food swamps will expose these locations to healthier food options
      • Driving more traffic will increase revenue for local New York farmers
      • Educating communities living in food deserts on how to grow food indoors will help them have a better relationship with food

Research Goals
      • Basic understanding of the topic in order to narrow research questions
      • Learn about current thoughts and feelings New York City residents have around gentrification and red-lining, how it affects their options today
      • Deep-dive into the lifestyles of New York City residents who live in food deserts and food swamps
      • Gather data to build personas/archetypes
      • Needs, desires, or pain points around the mobile solution

Terra MVP


When planning the research for this project, I wanted to gain rich insight from my target audience since the goal was to reach product-market fit. This gave me data to strategize how might farmers connect with millenials.

      • Preliminary desk research to scope and learn about the market’s landscape
      • Survey to understand my audience through demographic and psychographic data
      • Remote interviews to understand the lifestyles and priorities of each person
      • Usability testing to validate the concept of the application 

Key Insights

From my research, I discovered specific demographic and psychographic data about my target audience:

      • Conscious diets are preferred: pre-year 2020, people were conscious of what they ate, only eating what was within their dietary habits
      • Rise of inconsistent diets: post-year 2020, people stated their conscious diets were inconsistent
      • Locals want local produce: low-income residents wouldn't completely exclude locally grown produce or buying organic over the latter
      • People need motivation: people need motivation other than healthy food options to change their shopping habits
      • Low-income NYC residents don’t spend what the average New Yorker spends monthly on groceries: groceries usually cost over $400/month and low-income NYC residents spend 50% less per month on groceries than the average NYC resident

Information Architecture (IA)




Usability Test


      • What type of food stores are available
      • What is the quality of the produce that is accessible; how accessible they are
      • What sparks interest for change in eating and shopping habits
      • How do they think their shopping affects NYC food suppliers

      • 5 participants
      • Living in food deserts and food swamps
      • Ages between 26-43
      • Women and men

Next Steps

Follow-up Interviews with Participants

To gain more insight from the participants who were inspired by new data.

Diary Studies on Local Farmers

To understand the actions local farmers need to take to deliver groceries to their customers and what their constraints are.