moim
Connecting communities for a sustainable future
Role
UI / UX / Design System
timeline
October 2024 – February 2025
Neue Überweisung
The challenge
Community Supported Agriculture links people directly with local farms, yet two-thirds of those surveyed had never heard of it — and those who had were held back by limited information, rigid pickup schedules, cost, and accessibility. Farmers faced their own strain: distributing tasks by hand, struggling to keep members engaged, with no real way to promote their farm. moim had to serve both sides — making CSA approachable for members and practical for farmers to run.
Desk Research
Status Quo: The Weight of Overwhelm
Official German data suggests that overload is widespread, strongly shaped by work conditions, and increasingly reflected in mental-health-related absence.
WHO Stress Q&A (2023)
Workload & Pace
excessive workload, inflexible or long hours
Control & Clarity
low job control, unclear job role
Support & Security
discrimination and limited support
WHO Mental Health at work (2024)
Global Mental Health Burden (WHO, 2025)
Anxiety disorders
359M
Depression
332M
User Research
Understanding the "Grey Zone":
User survey via paper and online survey platform on 75 participants (incl. psychological conditions) focusing on mental health triggers and self-reported emotional distress.
(15.12.2025–15.01.2026)
I felt drained and had low energy.
I feel depressed.
Higher values indicate more severe symptoms, and larger circles represent more respondents.
Contexts
Values are shown in percentages
Reasons
Values are shown in percentages
Desk Research
Status Quo: The Weight of Overwhelm
Official German data suggests that overload is widespread, strongly shaped by work conditions, and increasingly reflected in mental-health-related absence.
WHO Stress Q&A (2023)
Workload & Pace
excessive workload, inflexible or long hours
Control & Clarity
low job control, unclear job role
Support & Security
discrimination and limited support
WHO Mental Health at work (2024)
Global Mental Health Burden (WHO, 2025)
Anxiety disorders
359M
Depression
332M
User Research
Understanding the "Grey Zone":
User survey via paper and online survey platform on 75 participants (incl. psychological conditions) focusing on mental health triggers and self-reported emotional distress.
(15.12.2025–15.01.2026)
I felt drained and had low energy.
I feel depressed.
Higher values indicate more severe symptoms, and larger circles represent more respondents.
Contexts
Values are shown in percentages
Reasons
Values are shown in percentages
Desk Research
Status Quo: The Weight of Overwhelm
Official German data suggests that overload is widespread, strongly shaped by work conditions, and increasingly reflected in mental-health-related absence.
WHO Stress Q&A (2023)
WHO Mental Health at work (2024)
Workload & Pace
excessive workload, inflexible or long hours
Control & Clarity
low job control, unclear job role
Support & Security
discrimination and limited support
Global Mental Health Burden (WHO, 2025)
Anxiety disorders
359M
Depression
332M
User Research
Understanding the "Grey Zone":
User survey via paper and online survey platform on 75 participants (incl. psychological conditions) focusing on mental health triggers and self-reported emotional distress.
(15.12.2025–15.01.2026)
I felt drained and had low energy.
I feel depressed.
Higher values indicate more severe symptoms, and larger circles represent more respondents.
Contexts
Values are shown in percentages
Reasons
Values are shown in percentages
Neue Überweisung
Break the tasks into micro-steps and provide clear guidelines
Empathy-based task management system with pause options
Balancing the priorities to sort out the tasks
The process
I began with a 56-person survey mapping grocery habits, purchasing priorities, and awareness of CSA. Quality drove how people buy, yet awareness stayed low — an opportunity rooted in discoverability, not demand. Focused interviews with non-members and farmers surfaced the friction behind the numbers, which I synthesized into three core users — Farmer, Member, and Explorer — each shaping the platform's direction.
Break the tasks into micro-steps and provide clear guidelines
Empathy-based task management system with pause options
Balancing the priorities to sort out the tasks
Desk Research
Status Quo: The Weight of Overwhelm
Official German data suggests that overload is widespread, strongly shaped by work conditions, and increasingly reflected in mental-health-related absence.
WHO Stress Q&A (2023)
WHO Mental Health at work (2024)
Workload & Pace
excessive workload, inflexible or long hours
Control & Clarity
low job control, unclear job role
Support & Security
discrimination and limited support
Global Mental Health Burden (WHO, 2025)
Anxiety disorders
359M
Depression
332M
User Research
Understanding the "Grey Zone":
User survey via paper and online survey platform on 75 participants (incl. psychological conditions) focusing on mental health triggers and self-reported emotional distress.
(15.12.2025–15.01.2026)
I felt drained and had low energy.
I feel depressed.
Higher values indicate more severe symptoms, and larger circles represent more respondents.
Contexts
Values are shown in percentages
Reasons
Values are shown in percentages
Neue Überweisung
Neue Überweisung
The outcome
"Moim" is a digital platform that enables real-time communication and transparency among Community Supported Agriculture (CSA) groups, their members, and interested individuals. It fosters trust and encourages active participation by breaking down physical and psychological barriers while addressing accessibility challenges. Named after the Korean word for "meeting" or "gathering," Moim emphasizes a sense of community.
The explorer mode
Designed for potential members — curious explorers getting to know the community before they commit.
Explorer Mode is built for potential members: people interested in the CSA but not yet ready to commit. The goal was to make that first encounter approachable, accessible, and transparent — so curiosity can turn into trust.
For the farmers and members
For active farmers and members, moim works as a collaborative task management tool built around mutual support. Help with a task, earn Seeds, spend them where it matters.
Take & Request tasks — members take on tasks or request help, with rewards scaled to the effort and skill level involved.
Seeds as currency — every completed task earns Seeds, a shared reward currency redeemable across the platform.
A real marketplace — spend Seeds on goods like farmer's lunches, seed packs, or membership vouchers, closing the loop between effort and reward.
For the farmers and members
For active farmers and members, moim works as a collaborative task management tool built around mutual support. Help with a task, earn Seeds, spend them where it matters.
Take & Request tasks — members take on tasks or request help, with rewards scaled to the effort and skill level involved.
Seeds as currency — every completed task earns Seeds, a shared reward currency redeemable across the platform.
A real marketplace — spend Seeds on goods like farmer's lunches, seed packs, or membership vouchers, closing the loop between effort and reward.
For the farmers and members
For active farmers and members, moim works as a collaborative task management tool built around mutual support. Help with a task, earn Seeds, spend them where it matters.
Take & Request tasks — members take on tasks or request help, with rewards scaled to the effort and skill level involved.
Seeds as currency — every completed task earns Seeds, a shared reward currency redeemable across the platform.
A real marketplace — spend Seeds on goods like farmer's lunches, seed packs, or membership vouchers, closing the loop between effort and reward.
Accessibility Built-in
Accessibility isn't a separate menu — it's part of how members move through moim. Whenever support is needed, it's one tap away.
Request assistance in context — ask for help directly while booking a farm pick-up or signing up for an event, not buried in settings.
Specify what's needed — choose wheelchair, auditive, or visual assistance, with multiple options selectable at once.
Plan with confidence — set pick-up date and departure time alongside the request, so support is arranged before arrival
During the ride
Accessibility Built-in
A shared, supervised ride that keeps every passenger informed and at ease on the way to the farm.
Once a pick-up is booked, the ride itself stays transparent and reassuring. Passengers always know where they are, who they're with, and when they'll arrive.
Live ETA & progress — a real-time arrival time and route progress bar show exactly how long is left until the final destination.
A named supervisor — every ride has an assigned supervisor, reachable by call or chat for support along the way.
Shared, traceable route — fellow passengers and each stop are listed clearly, making the communal ride feel safe and predictabl
Accessibility isn't a separate menu — it's part of how members move through moim. Whenever support is needed, it's one tap away.
Request assistance in context — ask for help directly while booking a farm pick-up or signing up for an event, not buried in settings.
Specify what's needed — choose wheelchair, auditive, or visual assistance, with multiple options selectable at once.
Plan with confidence — set pick-up date and departure time alongside the request, so support is arranged before arrival
Closing reflections
During the ride
moim began with a simple conviction: that getting our food should reconnect us — to the people who grow it, the land it comes from, and one another. Rather than treating accessibility and reciprocity as add-ons, the project builds them in as defaults: a barrier-free entry point for the curious, a shared task economy rooted in Pumasi, and inclusive mobility woven through every step.
As food systems grow more anonymous and digital products more transactional, I believe the platforms that last will be the ones that restore connection rather than replace it. moim is my attempt to design for that future — one where sustainability, community, and access aren't trade-offs, but the starting point.
A shared, supervised ride that keeps every passenger informed and at ease on the way to the farm.
Once a pick-up is booked, the ride itself stays transparent and reassuring. Passengers always know where they are, who they're with, and when they'll arrive.
Live ETA & progress — a real-time arrival time and route progress bar show exactly how long is left until the final destination.
A named supervisor — every ride has an assigned supervisor, reachable by call or chat for support along the way.
Shared, traceable route — fellow passengers and each stop are listed clearly, making the communal ride feel safe and predictabl
Closing reflections
The outcome
moim began with a simple conviction: that getting our food should reconnect us — to the people who grow it, the land it comes from, and one another. Rather than treating accessibility and reciprocity as add-ons, the project builds them in as defaults: a barrier-free entry point for the curious, a shared task economy rooted in Pumasi, and inclusive mobility woven through every step.
As food systems grow more anonymous and digital products more transactional, I believe the platforms that last will be the ones that restore connection rather than replace it. moim is my attempt to design for that future — one where sustainability, community, and access aren't trade-offs, but the starting point.
Accessibility Built-in
Accessibility isn't a separate menu — it's part of how members move through moim. Whenever support is needed, it's one tap away.
Request assistance in context — ask for help directly while booking a farm pick-up or signing up for an event, not buried in settings.
Specify what's needed — choose wheelchair, auditive, or visual assistance, with multiple options selectable at once.
Plan with confidence — set pick-up date and departure time alongside the request, so support is arranged before arrival
