SideRute
SideRute (In Progress)
SideRute is a digital platform (web + app) that helps travelers discover and support local producers along their route — from fresh vegetables to handmade goods. The idea was born from two farm-born tech professionals (both with backgrounds in IT consultancy) who wanted to reconnect people with real, local value in a modern way.
My Role in the Project
UX Designer & Co-founder
Coming from farming backgrounds ourselves, we began with strong domain knowledge of the challenges local producers face. I first explored this idea in my bachelor’s degree back in 2018, and since then, we’ve expanded our research through interviews with farmers, markets, and eco-conscious travelers to shape a product that bridges both worlds.
We mapped out the user journey from both perspectives: the traveler looking for authentic experiences, and the producer needing visibility and simplicity. I created user flows and wireframes that laid the foundation for core features like route-based discovery, stop previews, and content bundles.
With roots in the countryside, we wanted the design to reflect nature, warmth, and trust. I built a visual identity combining earthy tones, tactile textures, and soft visual hierarchy — designed to resonate with both urban users and rural producers.
From the first bachelor project sketch in 2018 to today's launch materials, I’ve developed all storytelling assets — decks, email copy, landing pages — to clearly communicate our vision: using tech to empower rural producers, celebrate local culture, and reconnect people to place.
See images from the Figma file
STATUS
Currently in development with a pilot launch planned for Fall 2025. We've received strong early interest from local producers and are building toward a rull rollout
