Revolutionizing hemp testing through service design
Project Description
In 2018, the U.S. Farm Bill was enacted, distinguishing hemp from cannabis and removing numerous restrictions on its sale and production. This legislation simplified the interstate shipment of hemp products and samples. Zera Hemp Labs engaged my studio to develop the service design strategy for a laboratory testing network for the expanding market of hemp cultivators nationwide.
Our collaboration involved a thorough exploration of industry needs, ideation of solutions, and formulation of a strategic service design plan for Zera Hemp Labs. This process resulted in the design and development of a marketing site, a comprehensive accounts portal, and a detailed service design blueprint, which included a custom shipping kit for managing hemp product shipments.
Client: Zera Hemp Labs
Role: All phases of project development, including user research, strategy & concept, user experience design, art direction
Technology: Balsamiq, Omnigraffle, Adobe Creative Suite, Figma
Strategic Process & Tactics
Our strategy aimed to meet the needs of a diverse range of stakeholders including hemp cultivators, product producers, buyers, sellers, our client’s employees, future lab partners, and regulatory bodies across federal and state levels.
I led a multidisciplinary team of designers specializing in UX, visual design, service design, and packaging design. Our collaboration produced a suite of client deliverables including:
- Competitive Analysis: Conducted a thorough analysis of the existing landscape in hemp testing to identify gaps and opportunities.
- User Personas and Flows: Developed detailed personas and user flows to encapsulate critical information for optimal UX design.
- User Interviews: Engaged directly with end-users such as hemp cultivators and product manufacturers to gather insights on their needs.
- Design Execution: Created sitemaps, wireframes, prototypes, and UI designs for the marketing site, accounts portal, and shipping kit.
- User Testing: Conducted tests with real users to refine designs before final implementation.
- Content Strategy: Developed a content strategy that included UX writing and other essential product copy.
- Art Direction: Established a unified and cohesive visual language that ensured all visual and functional elements were harmonious and effectively communicated the brand’s identity
Sample Deliverables
The Marketing Site
The outcome of our strategic work allowed us to build the first touchpoint for most users—the marketing website.
The Accounts Portal
We built Zera Hemp Labs an account portal unlike any other in the marketplace. This is where users can order, track and manage tests for their hemp products all in one place.
The Shipping Kit
Because hemp isn’t restricted like cannabis, we innovated and designed an easy shipping kit for users to send their samples. This helps customers who need quick turnaround and peace of mind to send their product to labs in an easy-to-use kit equipped with instructions, product containers, and a pre-paid shipping label to boot.