MARK THORP

House of Doge
Oh My Jobs
CountryCart
Siden
Iflix
Hoosh
GetSetUp
OneTwo
Printer Systems
Rivalz
Edgelabs

Slide 3 of 11: CountryCart

CountryCart mobile marketplace and brand identity
CountryCart connects rural communities with produce from nearby farms. The work paired a friendly identity with a mobile marketplace that made local products, supermarket price comparisons and savings easy to understand at a glance.
CountryCart interview synthesis and research themes
Interviews with six rural residents and five farmers surfaced recurring concerns around affordability, availability, produce quality, source transparency and delivery. These themes became the foundation for the product decisions that followed.
CountryCart customer and farmer personas
The research was synthesised into four perspectives: customers with mobility, time or cost constraints, and farmers seeking a reliable local channel for surplus produce. This kept both sides of the marketplace visible during design.
CountryCart end-to-end user journey
The end-to-end journey mapped discovery and product selection through to ordering and delivery. Comparing the needs of residents and producers exposed shared opportunities around recurring orders, flexible delivery and clear provenance.
CountryCart user stories organised by shopping stage
User stories turned the research into an actionable product scope. Features such as supermarket price comparison, repeat orders, delivery tracking, source information and produce-quality options were tied directly to observed needs.
CountryCart mobile wireflow
The wireflow connected onboarding, browsing, producer pages, ordering and account management before visual design began. It helped validate navigation and reveal alternate paths without the cost of polishing screens too early.
The interactive prototype brought the key journey together: finding local produce, comparing savings, learning about a producer and moving through a transparent checkout flow.
CountryCart delivery onboarding, producer profile and account screens
Delivery expectations are introduced early, while producer profiles make the source of each item visible. Account screens keep savings and service settings accessible without interrupting the core shopping journey.
CountryCart basket and produce quality controls
The basket keeps price, savings and fulfilment cut-offs visible. Customers can choose standard or premium produce, making the relationship between cost, quality and food-waste reduction explicit before checkout.