Learning 1: Designing for Opposing User Needs Requires Empathy, Not Compromise When I started designing Raíz, I assumed I'd need to compromise between consumer expectations (sleek, fast, feature-rich) and farmer capabilities (simple, guided, minimal). But through the design process, I learned that good dual-sided marketplace design doesn't split the difference—it creates distinct optimized experiences for each user type that serve their specific contexts. The breakthrough came when I stopped trying to make "one interface for everyone" and instead asked: "What does Laura need when she's scrolling on her couch Thursday evening?" versus "What does Miguel need when he's checking orders before heading to the fields at 7am?"

Learning 2: Trust Design Requires Evidence, Not Persuasion Initially, I thought building trust meant writing compelling copy about quality, safety, and local sourcing. But through competitive analysis and user research, I learned that trust comes from evidence-based design, not persuasive marketing. The breakthrough: trust is verifiable process (farm visit, photo documentation, certification review) that users can understand. Producer profiles don't just say "high quality"—they show the farmer's face, farm location, specific farming methods, and other customer experiences.

Learning 3: Seasonal Knowledge Transmitted Through Experience, Not Education Traditional seasonal eating knowledge passes through generations via direct experience (helping grandparents at harvest, cooking with available ingredients). Urban professionals lack this experiential learning but don't need intellectual understanding—they need contextual nudges during decision-making. The design challenge wasn't educating consumers about seasonal cycles, it was integrating knowledge at the right moment through the interface. Simple producer interfaces thin enough complexity to feel approachable while still takes things professional tool. Raíz represents focused analytics initially.