Seaweed Source
A platform for buyers and sellers of seaweed to connect to help grow their business
Introduction
Client GreenWave
My Role Product Design Director
Product Launch Spring 2023
As part of GreenWave’s mission to support small and medium-scale ocean farmers, the organization sought to create a platform to connect seaweed farmers, processors, hatcheries, and buyers. The goal was to open up new business opportunities and foster industry growth. GreenWave approached my agency to design and launch this platform, now known as Seaweed Source.
Early Iterations
Driven by both business requirements and a deep commitment to empowering seaweed farmers, we developed early-stage iterations of what would eventually become Seaweed Source. These early versions allowed us to gather insights from a small group of users about what features were valuable and what improvements they desired for the MVP version.
Through these iterations, we gained a clearer understanding of user needs and refined the platform’s direction.
Research & Discovery
We conducted an in-depth exploration of platforms with features that resonated with the stakeholders' vision. It was crucial to ensure Seaweed Source was not merely transactional; the focus needed to be on fostering meaningful business relationships, akin to LinkedIn. Competitive analysis included platforms for vacation rentals, real estate, job sites, and more. These insights informed our design decisions and emphasized the importance of creating a relationship-driven user experience.
Defining the Product
Following the research phase, we identified the following key features for the MVP:
Application Process
To maintain a high standard of quality and relevance, we implemented an application and approval process for businesses wanting to join.
Onboarding
After approval, businesses were guided through an onboarding process to help them create comprehensive profiles.
Profile Pages
Profile pages were central to facilitating connections, providing users with essential business details to evaluate potential partnerships.
Company Search
A robust search functionality with detailed filtering and map integration was essential for users to find compatible partners.
Company Listings
Businesses could create listings to highlight specific products or needs, complementing the search feature.
The Design Process
With MVP features defined, we moved into the design phase, which included UX, prototyping, and visual design—all while adhering to the GreenWave design system and establishing a distinct identity for Seaweed Source.
Design Process
UX Design
An intensive process of journey mapping, flow creation, wireframing, and prototyping was essential to align each feature with user needs and business objectives. From the application process to company search functionality, every interaction was meticulously designed to deliver a seamless user experience.
Design Process
The Design System
While maintaining alignment with the GreenWave brand, we gave Seaweed Source its own unique identity. The new logo and blue primary color scheme distinguished it from GreenWave’s green branding, achieving the stakeholders’ goal of a unique yet cohesive look.
Design Process
Final Designs
The final designs brought the vision to life:
Application
Given the complexity of the application process, the final UI was thoughtfully designed to make each step intuitive and easy for users to navigate.
Onboarding
Once a company was approved to join Seaweed Source, completing a detailed profile became a requirement before accessing the platform. To streamline this process, the onboarding UI was thoughtfully designed to guide users step-by-step, ensuring a seamless and efficient experience.
Homepage
The homepage was designed to guide users in exploring Seaweed Source, with a primary focus on a prominently placed search bar at the top. This design choice reflects the primary use case: enabling users to quickly and efficiently search for specific needs upon logging in.
Search Results
The search results page played a pivotal role in the success of Seaweed Source, serving as the cornerstone for companies to connect and build new business relationships. A key feature of this page was the integrated map, which was highly valued by stakeholders, as local sourcing is critical for many partnerships within the seaweed industry.
Profile Page
The profile page was designed to adapt seamlessly to varying amounts of content, from minimal to extensive. Striking the right balance was key to ensuring all profiles presented the most important information in a clear and digestible way for viewers.
Listings
The Listings feature includes a streamlined flow for creating listings, tools to manage existing listings, and dedicated pages for individual listings. The design was intentionally made flexible to accommodate adjustments and enhancements post-launch.
Final Thoughts
Seaweed Source stands as a testament to the collaborative effort between GreenWave and our team. By deeply understanding the needs of seaweed farmers and stakeholders, we created a platform that not only met immediate goals but also provided a strong foundation for future growth.