Client
Farm Rio
Services
UI & UX & Design System
Industries
Retail
Release
November 2025
My Role
As a Product Designer, I participated from the early stages of the project, aligning with stakeholders and collaborating with the product and development teams. I led research, created wireframes and prototypes, contributed to the Design System and conducted usability testings.
Context
The Secret Santa project is a strategic, app-exclusive Christmas initiative by Farm. The goal was to design a comprehensive, end-to-end user journey within the Farm app, enabling users to manage a Secret Santa gift exchange from start to finish. Key features include group creation, automated participant drawing, wish list registration and viewing, and direct navigation to related products. This innovative experience transforms the app into a social gift-sharing platform, seamlessly blending the Secret Santa tradition with the convenience of shopping directly on the Farm application. It connected with the release of Farm Etc, a Farm line focused almost entirely on gifts.
Objective
Develop and launch the complete Secret Santa feature within the Farm app by December 1st (hard production deadline). The goal is to drive sales for Farm and Farm Etc products during the holiday season while boosting brand engagement and strengthening the user's relationship with the brand.
Process
Alignment meetings with stakeholders to define product strategy
Extensive benchmarking of another Secret Santa applications and websites
Wireframes in both low and high fidelity to validate information structure and user experience
Design System built from scratch to ensure interface consistency and scalability
Interactive prototypes used in user testing sessions
Usability testing with moderated sessions and iteration based on feedback
Interface tagging to enable event tracking and usage monitoring
User training and post-launch onboarding for Farm sellers and influencers
Results
I feel deeply accomplished with the final result and its overall effectiveness. It was incredibly rewarding to see my prototype come to life with the work of our great developers. In December and January, over 400 groups were created within the Farm app, driving a substantial volume of sales. It was an incredibly fun and rewarding project to work on!