En Root Website

Web Design / Front-End Dev / UX / UI

The Challenge

This was a 2 week sprint project where my partner and I had to create an online, organic grocery delivery business which would solve the issue of organic produce home delivery. Currently there are CSAs (Community Supported Agriculture) and places like AmazonFresh and Instacart, but nothing that falls in the middle of those two services. This business will function in the Seattle metropolitan area and the brand needs to have a distinctive Northwest Feel. Do user research to determine what services, foods, and core features are crucial. Consider user stories around price, value, convenience, delivery, local artisans, and community.

The Solution

My partner and I did user interviews to gain feedback on what people were looking for in an online grocery store. We met in person with a former employee of Farmster (a now defunct online CSA) to learn more about their user pains and gains. Our solution is a CSA program with customizable options and a la carte grocery items from local farmers and producers. There is a traditional CSA box option as well as a customizable “build-a-box” option for those who wants specific items. We learned that most of the customer complaints from Farmster were from people who didn’t know very much about local farming, meat sharing and bulk food buying. We decided to one of our focuses should be education, so that we can help people understand what actually grows in the PNW, and how much space 1/4 of a pig will take up in their freezer.

My Roles

  • Concept
  • Web Design
  • Front-End Dev
  • Logo Design


  • 2 Pages
  • Logo Design
  • User Personas
  • Site Map


2 Weeks


Laura Morgan

* This was a school project.