Where To Meat was born from a personal frustration: the friction involved in sourcing high-quality, grass-fed meat from ethical UK producers. I turned this challenge into a deep-dive product study, designing a map-centric discovery platform that connects conscious consumers directly with local farms. Currently, I am iterating on this concept to evolve it into a fully functional marketplace using modern rapid-prototyping and deployment workflows.
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Conducted primary research to identify why ethical food sourcing is fragmented, resulting in a "Map-First" UX strategy that simplifies local sourcing.
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Developed a premium "modern-butcher" visual identity and website, managing the end-to-end product lifecycle.
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Actively evolving the static concept into a live marketplace, utilising Figma’s latest features to test rapid deployment and commerce logic.
The Challenge
For many, the "High Street" experience is no longer the primary way to source quality food, yet farm-to-table discovery remains incredibly fragmented. Conscious consumers often have to navigate outdated farm websites, social media, and word-of-mouth to find ethical producers.
The design challenge was to take unorganized geolocation data and transform it into a premium, trustworthy mobile experience. I needed to create a UI that felt as "convenient" as an Amazon or Ocado, but with the storytelling and transparency of a local farmers' market.
The Solution
I designed a map-centric discovery engine that prioritises transparency and producer storytelling. By using a custom icon system for certifications (Organic, Pasture-for-Life) and a streamlined "Producer Profile," the app allows users to vet and contact farms in seconds.
The next phase of the project is to transition from "Discovery" to "Transaction" - leveraging Figma’s rapid-build capabilities to test a native marketplace feature. This project serves as my personal "R&D Lab" for exploring how lean design can disrupt traditional supply chains.
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Evgheni Kondratenko
Design Process
Phase 1: Behavioural Research
I interviewed 10 local food advocates to map their "Sourcing Journey." The biggest pain point wasn't the price; it was the lack of proof. This led to the "Certification Badge" UI, making it easy to identify ethical standards at a glance.
Phase 2: Mobile-First Exploration
Since most food sourcing happens "on the go" or in the kitchen, a mobile-first approach was non-negotiable. I focused on a thumb-friendly "Discovery Feed" that allows users to toggle between a curated list and a live map view without losing their place.
Phase 3: Brand-Led Storytelling
I avoided the "clinical" look of typical health apps. Instead, I used earthy greens and high-production photography to create a premium, "aspirational" feel. This visual strategy is designed to make ethical shopping feel like a lifestyle choice, not a chore.
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