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Quincy Farmers Market

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UX lead

4 months


Project Overview

The Quincy Farmers Market is a community based business run by volunteers to provide access to fresh, sustainable, and locally produced goods. Their goal is to create a vibrant and inclusive community space in Quincy that connects residents with local farmers, artisans, and merchants while promoting healthy living, the local economy, and a strong sense of togetherness. 

This UX case study explores the process of redesigning The Quincy Farmers Market website which had been untouched for over a decade and making it more engaging, accessible, and user-friendly for vendors and visitors alike.

The Problem

The current Quincy Farmers Market website is outdated and lacks a user-friendly interface, making it challenging for visitors to find relevant information, navigate the site effectively, and engage with the market's offerings. This hinders the market's ability to attract and retain visitors and vendors, showcase vendors and their products, and promote a vibrant and inclusive community space.

The Goal

Redesign the Quincy Farmers Market website to improve user engagement, access to market and vendor information, and enhance the overall user experience to better educate and attract visitors and vendors.  


  1. Create a visually appealing website that showcases the market's unique character.

  2. Design a clear and intuitive navigation structure that allows users to easily find relevant information and discover vendors, products, or upcoming events.

  3. Align the expectations and requirements of management and vendor stakeholders.

  4. Improve accessibility standards and guidelines. 



 Increase website traffic

 Increase vendor sign ups

growth in newsletter subscribers

Research & Discovery

I kicked off the process by interviewing key stakeholders, including market organizers, vendors, and regular visitors.  I wanted to understand their pain points and challenges with the current website and expectations and goals for the redesign.

Key insights gathered from the interviews were

Market Organizers

Concerns about declining engagement, outdated design, poor navigation, the need for a more efficient vendor registration process.



Desire for better product showcasing, improved communication channels, and an easy application process.



Expectation for an updated and mobile-friendly website, improved search functionality, and easily accessible information.

Content Analysis

I performed a comprehensive audit of the current website to assess its strengths and weaknesses. We identified issues such as outdated design elements, lack of responsiveness, and unclear navigation.

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Competitive Analysis

I performed a thorough analysis of competitor farmers market websites that provide insights into industry trends, best practices, and innovative features that can be integrated into the redesign, noting their strengths and unique features.  

  • I found they utilize high-quality images, a clean layout, and intuitive navigation to create a seamless user experience.

  • The websites effectively showcases the market's offerings, events, and vendors, making it easy for visitors to find the desired information.

  • The content is well-organized, making information easily accessible to visitors. The websites also highlight the market's unique features and promotes a sense of community.

  • The websites incorporate interactive features, such as a blog, social media integration, and user reviews. These elements encourage visitors to engage with the market online, share their experiences, and stay connected.


Design and Development

Mapping the user journey helped me identify pain points and areas of friction in the current website experience. This visual representation of the user's interactions with the platform highlighted improvements needed in the redesign.

Based on user journey mapping and research insights, I initially proposed a revised information architecture (exhibit 1). After further analysis and discussions with stakeholders I proposed a second, scaled down sitemap (exhibit 2) that better organizes content in a clear and logical manner. It ensures easy navigation and intuitive access to essential information. This includes sections for vendors, products, and a Food Assistance Program. 



Leveraging the takeaways from my competitive analysis, restructured sitemap, and user journey map, I started making improvements to the website by creating wireframes.

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User Testing

Due to time and resource limitations we decided to do user testing once the website was first published. I mapped out a user testing plan, designed several tasks, and observed users completing the tasks through screen sharing on Google meets, prompting the users for feedback. I received both positive and surprised reactions from users but also some suggestions for improvement which were incorporated into the final design. I really enjoyed talking to users including the market managers.  Showing them the new design and seeing their reactions motivates me to make thoughtful design decisions that benefit my users and gives me an appreciation for the design process.

Below are some iterations to come out of the user testing. 

An offerings section for users to better understand and engage with the market’s offerings.

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Improvements to the Food Assistance page by incorporating logos and cards to enable users to more easily scan and filter.

Call to action and clickable buttons throughout the website including vendors profile, become a vendor, volunteer, and learn more links to provide clear and intuitive navigation.

Final Design

Overall we prioritized making a more simple, intuitive, accessible, and user friendly website.

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Fresh and Vibrant Colors: Introduce a color palette that reflects the freshness of the market's produce and conveys a warm and inviting atmosphere.

High-Quality Imagery: Utilize high-resolution images showcasing the diverse array of products available at the market, enticing visitors to explore further.

Responsive Design: Ensure the website is fully responsive across various devices, providing a seamless experience for mobile users.

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Intuitive Navigation: Implement a straightforward navigation system with clear labels and call-to-action buttons for easy exploration.

Next Steps

  • Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed.

  • Implement further customizations.

  •  Improve responsiveness on mobile and tablet.

What I learned

This was an amazing opportunity to redesign an old and outdated Farmers Market website but also work closely with senior stakeholders who had little technical and design experience. Through weekly meetings and an iterative process we rejuvenated the website into a modern and engaging platform that captures the market’s authentic charm. I was also able to educate the stakeholders on the design process and the importance of accessibility. The redesigned Farmers Market website successfully achieved its objectives by providing an enhanced user experience, fostering community engagement, and facilitating growth for both users and vendors. As the lead UX designer, this case study showcases my ability to lead a successful redesign project, work productively with a diverse group of stakeholders, and to deliver exceptional results.

Thank you!

Searching for a designer that shows passion in their work? Interested in working together?I'd love to hear from you!

Feedback is welcome!

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