DESIGN
Discovery & Brainstorming Meetings
At the early stage of the project, I met with the founders to understand their goals, values, and target audience. Through a series of informal brainstorming sessions, we clarified the purpose of the organization and outlined what the brand and website needed to communicate.
Key Takeaways:
• Mission: Celebrate local food and creative expression in a shared community space
• Users: Food lovers, artists, locals, tourists, educators
• Needs: Promote events (dinners, tastings, gallery shows), sell local products, invite new members
​​​​
Brand Development
Rooted in the spirit of abundance and artistry, the Yuba Harvest logo centers around a stylized stalk of wheat—an emblem of growth, nourishment, and seasonal rhythm. It evokes the quiet beauty of the land and the care that goes into every harvest, meal, and creative offering.
The color palette draws from nature’s richness: golden wheat fields at dusk and deep wine hues from the vine. Together, these elements express a brand that is both grounded and soulful—a place where food and art come together in harmony.
I explored several visual directions before refining the final mark. Included below are four early logo studies, the chosen logo, and an example of it in use on business cards.
Deliverables:
-
Logo design (concepts + final)
-
Color palette (wheat golds and wine reds)
-
Typeface selection
User Journey
I created this storyboard to illustrate the user journey of a mature couple discovering and attending a Yuba Harvest event. It follows their experience from casually searching for a local day trip to enjoying the atmosphere and reflecting on the visit afterward. Each frame captures a key moment in their decision-making process, showing how thoughtful UX design and warm, engaging content can inspire trust, curiosity, and action.
Information Architecture & UX Planning
Site Map
The site map lays the foundation for a welcoming, intuitive experience. Each page reflects Yuba Harvest’s mission—bringing together local food, art, and community. From event calendars to the online store, the structure guides users through everything the space has to offer, both in-person and online.
Wireframes &
UI Design
To support a mobile-first approach, I created paper wireframes for key pages, beginning with the smallest screen to ensure clarity and usability on mobile devices.
I sketched three responsive layouts—desktop, tablet, and phone—to explore how content would adapt across breakpoints. These early wireframes helped define structure and hierarchy while keeping the focus on ease of navigation and event discovery on all devices.
Design System
I developed a basic design system to ensure consistency. It included a defined color palette, typography styles, iconography, and key components such as buttons, navigation elements, and product cards. I’ve included screenshots of these elements to illustrate the system in use.
Test
I conducted two rounds of usability testing to evaluate how well users could navigate the Yuba Harvest website and find key content. The first round revealed confusion around the homepage, event details, and store navigation. Based on this feedback, I made structural and content updates. The second round confirmed improved clarity and flow, while highlighting a few remaining mobile and RSVP usability issues.
Mockups
Hi-Fi Prototype
I created high-fidelity prototypes for the Yuba Harvest website to demonstrate the final visual design and responsive behavior across desktop and mobile. These polished screens highlight improvements in usability, visual clarity, and intuitive access to events and products, ensuring a seamless experience for users on any device.
Printed Collateral
To support Yuba Harvest’s in-person experiences, I also designed printed materials that extend the brand’s visual language. The dinner menu and promotional flyer reflect the same warmth and artisanal spirit found in the digital presence—earthy tones, elegant typography, and thoughtful layout help set the tone for each event. These pieces were designed to feel tactile and inviting, adding a personal touch to the shared table and the broader community experience.
Reflection
Conclusion
Through thoughtful research, planning, and design, the Yuba Harvest website brings together the richness of local food, art, and community into a cohesive digital experience. The responsive site structure, visual identity, and content strategy were all crafted to reflect the brand’s values and serve a diverse audience—from food lovers and artists to locals and travelers. This project highlighted the value of grounding design in both storytelling and usability, while honoring the character of a real, vibrant place.
​
Next Steps
-
Monitor how users engage with event listings, the store, and subscription sign-ups
-
Gather feedback from community members and local partners
-
Explore adding a member portal or RSVP functionality for event planning
-
Continue evolving the site as Yuba Harvest grows—season by season