Build a platform where people can find and buy organic food—grown or made by independent producers in Uruguay—without needing to go through intermediaries. This way, producers can reach more people without paying for advertising, and customers get direct access to local, healthy food.

Based on the research, two main user types were identified: people (consumers) who want to buy local organic food and producers (local organic farmers) who want to sell their products directly. While both are important, the main focus was on the consumer persona, due to time limitations and course orientation. This is why the core tasks for consumers, like browsing, searching, and purchasing products, were included as part of the MVP to ensure the app was useful from the very first version.

The app was designed to be simple and easy to use for both shoppers and producers. Each part was based on what users need, like searching, posting, chatting, or buying. Because of the short timeline, I focused on the most important features and avoided adding extras I couldn’t fully develop.

I created low-fidelity wireframes to gather feedback from Product, Engineering and stakeholders on the overall layout, helping to identify improvements early in the process. This involved establishing a standardised visual hierarchy and layout for the future website, before moving into visual design.

The high-fidelity prototype of Pachamama shows how the final app will look and work. It includes key features like browsing products, talking to producers, and placing orders. The goal is to make it easy for people to buy healthy, local food directly from those who grow it.