Limited reach for farmers
Many farmers struggle to reach a wider customer base and often depend on intermediaries, reducing their profits and limiting market access.
A three-sided agriculture marketplace connecting Nigerian farmers directly to urban buyers - with dedicated dashboards for buyers, sellers, admins, and founders, plus mobile document capture for farmer verification.
We need a platform that connects farmers directly with buyers through a modern, trusted marketplace. The experience should make discovering, purchasing, and selling fresh produce simple, transparent, and efficient while helping farmers reach a wider market and reducing reliance on middlemen.
AllohFarms is a digital agricultural marketplace that connects farmers with individuals and businesses seeking fresh, high-quality farm produce. The platform streamlines the buying and selling process through an intuitive digital experience, making agricultural commerce more transparent, efficient, and accessible. By bridging the gap between producers and buyers, AllohFarms helps farmers reach larger markets while giving customers a convenient way to source trusted agricultural products.
Problem Statement
Many farmers struggle to reach a wider customer base and often depend on intermediaries, reducing their profits and limiting market access.
Buying fresh farm produce especially in large quantities are often time-consuming and stressful due to limited product information, inconsistent pricing, and a lack of trust between buyers and sellers.
Solution
Designed a digital marketplace that enables farmers to showcase their produce directly to consumers and businesses, increasing visibility and creating more direct sales opportunities.
Created a transparent, user-friendly shopping experience with clear product listings, pricing, and intuitive navigation, making it easier for customers to discover and purchase fresh produce with confidence and have them delivered to their door-step without any worries.
Research & Discover
Buyers struggle to verify farm origin and trust produce quality before purchase. We mapped every touchpoint from first discovery through delivery to design around those friction points.
User Personas
A collaborative tool to understand what restaurant buyers think, feel, say, and do when sourcing farm produce.
Qualitative Research
6 semi-structured interviews with restaurant buyers, procurement managers, and smallholder farmers - understanding behaviours, motivations, and pain points across the supply chain.
How do you currently source fresh produce for your restaurant?
"We use two market agents in Mile 12, but I never know which farm the vegetables actually came from. If something is bad, I can't trace it back."
What proof do you need before trusting a farm's produce quality?
"I need to see the farm name, location, and some kind of verification badge. Photos of the harvest help, but a verified label is what makes me add to cart."
How do you track when your farm earnings will arrive?
"The agent tells me 'money will come Friday' but sometimes it's two weeks. I just wait - there's no app, no receipt, nothing I can check."
Have you tried selling through WhatsApp? What went wrong?
"Buyers message, I send photos, they say they'll pay - then ghost. No record of orders, no protection. I lost two crates of tomatoes last month."
How comfortable are you uploading identity documents on a phone vs laptop?
"Phone is better - I'm always in the field. But the camera must work first try. If upload fails twice, I'll give up and call my son to help on his laptop."
What would make you switch from your current supplier to a digital marketplace?
"Verified farms, delivery tracking, and saved favourites. If I can re-order last week's tomatoes in two taps, I'll switch tomorrow."
Quantitative Research
22-question Google Forms survey · 24 respondents · competitive audit of four Nigerian agri-marketplaces.
Help us understand how buyers and farmers source, sell, and trust fresh produce in Nigeria. ~5 minutes.
Ideation Workshop
Cross-functional brainstorm translating research themes into testable product hypotheses - verification, payout transparency, and phone-first onboarding.
Add verified-farmer badges on every product card so buyers can trust origin before checkout.
Build a seller wallet with live payout status and QR-to-phone onboarding for document capture.
Let buyers filter by certification, save favourite farms, and re-order from transaction history.
Give admins a single dashboard for seller verification, dispute resolution, and platform KPIs.
User Flows
Three distinct flows - buyer, seller, and admin - each mapped from entry to core outcome.
Buyer flow
Seller flow
Admin flow
UI Design
Personalized discovery, checkout, order tracking, and in-app support - the full buyer journey in high-fidelity screens.
Interest tags filter the grid. Verified and unverified farmer badges visible on every card.
Heart-saved produce from trusted farms, filterable by sort, price, and location.
Two-step checkout with delivery address, order summary, and saved addresses.
Real-time map with ETA, delivery timeline, and order summary.
Full purchase log with farm, payment method, and status pills.
UI Design
Registration, inventory, orders, notifications, and payouts - designed for phone-first farmers.
Desktop-to-phone handoff for document upload onboarding.
Revenue, earnings after commission, and active orders at a glance.
Inventory cards with commission breakdown and earnings per unit.
Full order table with buyer details, payment, and status pills.
Bank account editing in-modal with available balance overview.
UI Design
Platform overview, user management, order oversight, and security settings.
Revenue, orders, sellers, and pending disbursements at a glance.
Separate seller and buyer views with status filters and spend data.
Release funds, manage disputes, and export orders.
Inbox with labels for admins, sellers, and support.
Role permissions, 2FA, and password management.
Prototype
Recorded prototype flows - play each video full-width to follow buyer, seller, admin, and end-to-end marketplace journeys.
Browse, save favourites, checkout, and track delivery.
Register, verify documents, list produce, and manage orders.
Monitor KPIs, verify sellers, moderate users, and resolve messages.
Discovery through fulfilment across the farm-to-table journey.
End-to-end pass across roles - how buyer, seller, and admin connect.
Design System
Playfair Display for display headings, Poppins for section titles, and Inter for body and UI - anchored by a forest-green palette built for trust and clarity.
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Farm to Table, Simplified
Connecting Nigerian farmers directly to urban buyers with clear product listings, pricing, and delivery.
Primary greens plus supporting accents pulled from the product UI - alerts, badges, highlights, and wallet states.
Coming Soon
The full mobile app - document capture, seller onboarding, and phone-first flows - is still in progress. Desktop dashboards and prototypes above are live; mobile ships next.
Reflection
