Rindang - Thesis 🪴
This project was my thesis work during college, where I applied the Design Thinking methodology to ensure a user-centered approach. I conducted usability testing and utilized the System Usability Scale (SUS) to evaluate and refine the application’s effectiveness and user experience.
Business
Rindang.co
Tools
Figma
Role
UI/UX Designer Project
Deliverables
Design High Fidelity
⚠️ Disclaimer
This case study has been simplified and modified to comply with the company's confidentiality agreement (NDA) requirements.
Overview
Overview Rindang, a subsidiary of PT Agro Muda Berkarya, is an all-around food supplier dedicated to providing value to local farmers. By simplifying the supply chain, enhancing transparency, and leveraging digitalization, Rindang offers farmers better options to sell their vegetables and spices. As part of its mission, Rindang Mobile App was developed as a marketplace application for buying and selling plants and landscaping services.
Problem Breakdown
Problem Breakdown Through user research and market analysis, we identified several key challenges faced by plant buyers, sellers, and service providers:
Limited Access for Roadside Plant Sellers: Many small-scale plant sellers lack an effective platform to reach customers.
Difficulty in Finding Reliable Plant Sellers: Customers struggle to locate high-quality plant sellers in their area.
Lack of Landscaping Services Visibility: There is no centralized service for discovering and booking professional landscaping services.
Understanding the User and Problem
Understanding the User and Problem To create an effective and user-friendly solution, we focused on three primary user groups:
Plant Buyers: Individuals looking for high-quality plants and reliable landscaping services for their homes and businesses.
Plant Sellers & Nurseries: Small to large-scale sellers who need an effective platform to reach a wider audience and manage their inventory.
Landscaping Professionals: Service providers who require a marketplace to showcase their work and receive job requests from potential clients.
By conducting user interviews and surveys, we gained insights into their pain points, preferences, and expectations, which guided our design approach.
Design Solution
Design Solution Our solution focused on creating an intuitive, feature-rich marketplace app that enhances the buying and selling experience. The key features include:
User-Friendly Marketplace: A visually engaging and easy-to-navigate interface that allows users to browse plants and services effortlessly.
Advanced Search & Filtering: Users can search for plants, sellers, and services based on location, plant type, price range, and customer ratings.
Support for Roadside Plant Sellers: Providing a dedicated platform for small plant sellers to reach customers easily.
Secure Transaction System: Integrated payment gateways to ensure safe and seamless transactions.
Seller & Service Provider Profiles: Each seller and landscaper has a dedicated profile showcasing their products, services, and customer reviews.
Order Tracking & Notifications: Real-time updates on order status, from purchase confirmation to delivery completion.
Community & Reviews: A rating and review system to build trust and provide transparency in transactions.
Integration with Logistics Partners: Seamless delivery solutions for plant buyers, ensuring proper handling and timely arrival.
Impact
Retrospective/Impact The implementation of Rindang Mobile App brought significant improvements to the plant marketplace industry:
Empowered Roadside Sellers: Small-scale plant sellers now have a digital platform to expand their customer base and increase revenue.
Easier Access to Plants & Services: Buyers can conveniently find trusted plant sellers and landscaping services in one place.
Enhanced Trust & Credibility: Verified profiles, user reviews, and a secure payment system helped build trust between buyers and sellers.
Streamlined Transactions: The automated ordering and payment system reduced delays and improved overall user experience.
Stronger Community Engagement: The review and rating system encouraged transparency and fostered a supportive community for plant enthusiasts.
By adopting a user-centered design approach and validating the solution through usability testing and the System Usability Scale (SUS), this project successfully transformed plant buying and selling into a seamless digital experience. This thesis project highlights how UI/UX design can bridge market gaps and create meaningful digital solutions.