Nourish Demo Page


Design to improve customer retention

In Fall 2021, I spent four weeks working on a responsive web application design project to improve customer retention with Community Supported Agriculture (CSA) services.

Together with three collaborators, we introduced four high-value features to build a more personalized, flexible, supportive farm share service.



Community Supported Agriculture (CSA) programs provide customers with local, fresh, cheap ingredients but suffer a high customer dropout rate.


I was the UI/UX designer of a student team. I'm in charge of making design decisions to address uncovered customer pain points and improve customer retention.


I adopted a Lean UX mindset, rapidly modeled current states, iteratively prototyped preferred states, and validated proposed solutions through user tests.


I wireframed two critical user flows and helped create four high-value features to address salient pain points in the current farm share customer journey.

our Project Timeline

Nourish Project Timeline
The Challenge

High Value Proposition, Low Customer Retention

CSA service creates a channel for grocery shoppers to get fresh ingredients, eat healthily, fight food waste and support local farms. Despite being economical, convenient, and sustainable, CSA services have low customer retention.

Popular CSA Programs

Popular CSA Service providers

My Role: Drive design with research

As the problem finder: How can I rapidly identify critical frictions and capture pain points in the existing farm share service?
As the problem solver: How can I improve customer experience with CSA farm share service to improve customer retention?
THE Solution

Same service, different experience

I introduced two critical features: the onboarding quiz and the feedback form. These features create a more personalized service that helps customers avoid wasting excess groceries, consequently improving customer retention.  

Successful Onboarding

I designed an onboarding quiz that guides users to find the right boxes by answering a series of amusing onboarding questions.

[Gif] Onboarding Demo

Onboarding Quiz

[Gif] Feedback Form Demo

Feedback Form

Iterative Personalization

I designed a feedback form that continuously prompts users to tune personalization after each delivery. This feature helps service providers keep up with customers' changing needs.

  • Learn about other features I assisted in design

    Continuous Guidance

    We introduced recipes & tips tailored based on customers' most recently delivered boxes to educate them on how to deal with unfamiliar ingredients.

    [Gif] Recipe Demo

    Recipes & Tips

    [Gif] Delivery Update Demo

    Delivery Status Notification

    Prompt Updates

    We designed delivery status updates that set the users at ease by promptly inform them of their farm share box delivery status.

My Approach: Ground decisions in Findings

user stage


Customers Debate whether to use the service, and decide which plan to use


Customers Wait for the farm share box to be delivered


Customers Unpack farm share boxes, store ingredients, Plan, cook, and enjoy groceries


Customers decide whether to Continue or stop subscription from the farm share service

Customers feel unsure about what to expect from the box

Customers complain about the lack of system status update

Customers feel guilty about wasting excess groceries

Customers feel frustrated about receiving unfamiliar items


underlying NEEDS



Agency for personalization with little effort

Clarity of what to expect from the service

Guidance on how to approach items in the box

Continual improvement in service quality

Guide customers to get more personalized service

Provide status updates, help customers build clear expectations

Educate customers how to reduce waste through recipes

Create a channel for feedback, iteratively improve service quality

[Demo] Mobile Onboarding Quiz Page

Onboarding Quiz

[Demo] Mobile Recipe Page

Recipes & Advice

[Demo] Mobile Delivery Status Page

Delivery Status

[Demo] Mobile Feedback Form

Feedback Form

The Exploration

surface design opportunity through research

To understand the problem space, we tapped into our networks to locate participants and interviewed 7 candidates with prior experience using CSA service.

Journey Modeling

We depicted pain points from user interviews on a customer journey map to drive design with research findings. I highlighted user actions across different touchpoints and captured the highs and lows of their emotional states throughout the process.

  • Learn more about the participants we recruited

    Participant ID



    Age Group


    Previous subscriber for MisFits & CSA Programs













    Frequent Farmer’s Market Buyer & Japanese Dessert Box Subscriber

    Previously had a farm share service but discontinued and recently signed up again

    Current subscriber to Hello Fresh since April 2021, but infrequent user

    Current farm share member

    Had local CSA twice, each time for 12 weeks

    Previous subscriber for Imperfect Foods

My Discovery: Three significant frustrations

Service providers fail to communicate what a farm share box entails, causing customers to feel uncertain about what to expect.

There’s a lack of information regarding delivery status. As a result, customers have little clue about when the box will arrive.

The lack of control during onboarding stage makes customers underprepared for meal planning, and end up throwing away excessive goods or unexpected items.

The Execution

Scaffold a successful onboarding

My most significant contribution to making Nourish a personalized CSA service is designing the onboarding journey.

How I Reframed the challenge

The progress indicator:
reward users' effort

Visibility of system status is rule #1 on Nielsen’s Usability Heuristics. To inform and reward users, I made a progress indicator to convince users that they are consistently making progress by answering each question.

Feedback from a participant: "It makes me willing to put incremental efforts into answering your questions."

the look & Feel:
Communicate joy visually

Based on five users' feedback on the paper prototypes, I created a consolidated user flow. To keep UI complications under control and empower teammates to contribute to the design cohesively, I created a style guide standardizing color, typography, and grids.

A review of my procedure: Explore, Execute, Evaluate

Nourish Design Process & Deliverable Overview
THE Reflection

Look for friction points

A handy UX practice I learned is to diagnose friction points for a user when interacting with a product/service. To find the friction points, I can start with zooming into individual stages in a customer journey map. Then, to figure out means to eliminate friction points, I can zoom back out from the individual stages for a holistic view and then look for opportunities to insert assistance.

To take care or to let go

Though it seems very counter-intuitive, I learned that I could help people by stepping back and getting out of their way. Part of my role as a team member today and team leader in the future is to facilitate the growth of my members. To achieve this, I need to learn how to let others play their performance and develop ideas. Instead of "babysitting" my team members, in the future, I will try to do a better job at setting things up for people to succeed and then sit back.

Though it seems very counter-intuitive, I learned that I could help people by stepping back and getting out of their way.
I'd love to hear what you think!


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