Peça De Fruta

Project - UX/UI Design Course

Create a Landing page to encourage companies to subscribe to the fresh fruit service.

Context

Peça de Fruta is a family company with 30 years of experience in fruit distribution that believes in well-being through the consumption of fresh and quality fruit. The company’s main focus is to deliver good fruit in the workplace, gathering it from the best growers.

Solution

Develop a Landing page that encourages companies to subscribe to the fresh fruit service.

Project Goals

• UX strategy (competitor analysis);
• User research (proto-personas);
• User-flow;
• Wireframes;
• Visual Design;
• Interactive Mockup; 

UX STRATEGY

Competitor Analysis

Based on the briefing information, I did some market research to analyze the competition. It is possible to identify the critical points of the competitors, allowing to find new solutions to the problems. 

1. Bio em Casa

The digital product is not easy to read, the elements are not aligned and the images have poor quality. There is no form where the user can subscribe to the service, this makes the purchase process less intuitive.  

2. Fruta da 5ª

The digital product contains a lot of visual noise, making the user experience confusing. 

3. Hora da Fruta

The digital product has a clean and appealing design and demonstrates a good presentation about the company, its services, contacts, etc.. In my opinion, the company would benefit if it presented a FAQ section. 

4. Fonte Viva

The digital product presents an organized and simple structure, has a good navigation and image quality. In my view, it is missing a section for testimonials from previous customers, that would convey a message of trust and credibility.

USER RESEARCH

Proto-Personas

Based on the information I gathered from the company’s briefing and competitor analysis, two proto-personas were created to illustrate the product’s users. 

USER-FLOW

WIREFRAMES

VISUAL DESIGN

For the Visual Design of this digital product, I developed a clean and appealing concept. I used the Source Sans Pro Light, Regular and Bold typography family, because it has a simple geometry and it is easy to read.

For the color palette, I chose three shades of green, which refer to the nature and biological message, and a dark gray tone for the text body.

I also chose attractive photographs with good quality that communicate the company’s essence.