Local Farms with Yelp

I wondered about how Yelp helps place small businessowners on the map, and how Yelp can become more involved by moving into food delivery outside of restaurants. In terms of food-based e-commerce, grocery delivery has popularized in the past couple years.

What if Yelp supported locally sourced goods like produce? California is famous for its produce and local farms, why not cater to smaller independent businesses?

There were a couple things I had to do during the inception of this concept. First, I updated some of the UI elements to for clarity. For example, new users would want to create an account with Yelp. The current Yelp page features “Sign Up” and “Log In” buttons, stacked.

This is the current Yelp nav bar UI as of March 2017.

However, I believe the nav can sacrifice some space in the header and have them side-by-side. The language for “Sign Up” is changed to “Create Account” for ultimate clarity.

Second, the “Groceries” category is added into the lineup for the header. The extra space (from moving the “Log In” button) allows better separation of Categories and other Misc nav items.

My rendition of an improved nav bar, native. Here you can see the extra space by moving the Log In up into the primary nav area allowing wiggle room for action-items. With the extra space, we can then add in "Groceries".
Nav bar, logged in. It includes a cart for Grocery items and/or other buyable products that can be added in the future.

The mock layout itself is very much similar to the current Yelp site; however, new features include indications if the produce is organic, suggestions of other produce, estimations of how far the farm is from your general location, reviews, and suggestions of other Events from the same farm in the right rail (which leads to its own Yelp profile page).

Product page. Similar to an establishment's profile page, but mainly shows products that can be sold, related items, reviews, and rails for associated activities from or near the same location.

The Checkout page is very much a standard one. Be that as it may, the right rail features all the farms your produce is coming from, and reminds you how far it is. Below, there includes suggestions of other produce and from the various farms that are in your Shopping Cart.

Checkout page. Shows what is in your cart; rail shows a map of your produce and its relative location to you; below are suggested products from the same farm or nearby.

I thought about Yelp’s influence over businesses—but most of all I wanted to bring to consciousness how food gets to your table. Whether that be in a restaurant from your nearby location, local produce market, major grocery store, or a nearby farm, the amount of time and energy are never truly revealed to the consumer. I do, however, would like to dive deeper into this idea by including carbon footprints which could be applied to businesses outside of food e-commerce. All in all, the addition of Groceries could expand Yelp’s collaboration with local businesses in a positive and environmentally conscious way.


Clarity: Internal Tools for Discovery Seeker Part 1: Typography Seeker Part 2: Branding Local Farms with Yelp Illustrationing 🤩