About
Farm is a brazilian fashion brand most known by their unique fabrics, made to reflect the brazilian soul. The main point was to create an app that could bring the physical store experience through it, while highlighting the product.
Product Managers:
João Escobar & Kelly Tzung
Product Designers
Amanda Oliveira, Pedro Medina & Tulio Cunha
Graphic Designer:
Cezar Arai & Amanda Oliveira
Business Design Manager:
Michelle Beralde
Problem
In 2020, with the pandemic and everything adapting to online, FARM faced the challenge of not having a mobile app and a website that hadn’t been visually refreshed since 2014. Despite this, the brand continued to achieve impressive R$20M in monthly sales, thanks to its strong market presence and influence.
Solution
Recognizing the need for modernization, the company set out to develop its first app and a new website, translating the sustainable essence of Farm, going beyond the product and awakening desire and emotion through an efficient journey and a narrative inspired by nature and Brazilianness.
Thrill on a guided journey through the product.
My role
I worked end-to-end and conducted research together with my team, clients, sales staff, and Farm’s internal team, analyzing the findings. I participated in benchmarking, brainstorming sessions, and the finalization of the home screen and storefront flow, as well as prepared the final presentation materials for the client. The project was developed in close collaboration with the client, including daily meetings where I presented my design progress. The Farm app received high recognition and continues to be successfully used, with clients feeling authentically represented.
Explore
Roadmap, desk research & benchmark
Empathize
Exploratory interviews with Farm leaders, Farm salespeople & customers
Analize
Interviews analysis; Insights ★; jobs to be done & opportunity areas
Prototype
Design system; Wireframes; User Flows & Prototyping
Test
Usability testing with farm leaders and selected customers & Parallel analysis
Delivery
Refinement & MVP
★ Key Insight 1/5
From Store Atmosphere to Online Experience
Farm’s physical stores go beyond traditional retail by creating an immersive brand experience through storytelling, nature-inspired visuals, and a distinctive sensorial identity, including a signature scent that extends the brand beyond the physical space.
Translating this multisensory experience into the digital realm required a platform that doesn’t compete with the brand, but amplifies it. The digital design is built on a clean, timeless foundation, allowing prints, fabrics, and textures to take center stage and convey the brand’s essence online with the same emotional impact found in its physical stores.
★ Key Insight 2/5
When Salespeople Become Style Ambassadors
Farm pioneered a social-first approach by empowering sales associates to act as fitting models, showcasing try-ons and new arrivals on social media. This initiative humanizes the brand and strengthens emotional connection by allowing customers to see products on real, relatable bodies.
Bringing this dynamic into the app was essential to preserve the same sense of identification and authenticity in the digital experience, reinforcing trust and creating a more personal connection between users and the products.
clear and classic platform
The personality and history behind FARM fabrics are very strong, so to create a balance and bring a clean concept we designed screens with clear and outstanding elements, focusing all the clients attention to the clothes, fabrics and collections.
Creative Partnerships
a special highlight to the product
For the gallery, we brought a wide view with only necessary informations, creating a better navigation experience.
Which led us to the product page, and to immerse the customer into the fabrics, we worked with the product image as the main attraction.
