Rootically
As urbanization and the demand for organic food grow, Rootically capitalizes on the urban gardening mega trend. It offers a smart urban home gardening system featuring a smart rack with 30 plug-and-play capsules. With the mobile app, users can monitor their garden's conditions, prevent plant failure, and maximize the benefits of Rootically.
Approach
As a product designer, I had the opportunity to lead the Design and Discovery (D&D) stage of our project, collaborating with a team of four talented individuals. In this critical phase, I took charge as the UX designer, working closely with the project manager or lead strategist to drive the project forward.
Lean canvas
We utilized Lean Canvas in the early stages to gain insights into the business landscape and customer needs. It served as a catalyst for creating hypotheses that we could validate. One fascinating aspect was the power of user interviews, which provided us with a fresh perspective on the problem. We quickly realized this during the process as we successfully scheduled and conducted interviews with numerous participants.
Gardening Enthusiasts
In this project, I was fortunate to have initial discussions with the stakeholder who showed a genuine interest in understanding our customers better. Collaborating closely with my Product Manager, we formulated a set of targeted questions based on our previous research and embarked on finding suitable users to interview.
Our target persona for Rootically was the urban millennial professional—a gardening enthusiast with limited experience, time, and space for serious gardening endeavors. We also discovered a common interest in sustainability and a desire to grow their own food. Throughout the research phase, we conducted 13 interviews with individuals located in urban centers across Europe and the USA. While our main focus was urban millennials, we also included two respondents aged 58. Our aim was to engage with individuals who already had an interest in gardening to some extent, yet faced challenges due to limited time, space, and a lack of advanced gardening skills.
These interviews provided valuable insights into the needs, pain points, and aspirations of our target audience, helping us shape Rootically into a solution that addressed their specific requirements.
User on a deeper level
Creating User Personas is a crucial tool for cultivating empathy and gaining a deep understanding of the end users who will interact with our product. In this case study, we recognized that many of our target users shared similar challenges and needs. As a result, we decided to craft a single, unique persona that embodied the characteristics and pain points of our potential user base.
By developing this comprehensive persona, we were able to humanize the user experience, envisioning a specific individual who would engage with our product. This approach allowed us to put ourselves in the shoes of our target user, considering their motivations, preferences, and constraints. By treating this persona as a real person, we were better equipped to empathize with their frustrations, aspirations, and desired outcomes.
The persona acted as a guiding light throughout the design process, influencing our decision-making and shaping the features, functionality, and overall user journey of our product. By continuously referring back to this persona, we ensured that our design choices aligned with the needs and goals of our target audience. Ultimately, this user-centered approach fueled our ability to create a solution that truly resonated with our potential users and addressed their specific challenges.
Unraveling needs
Gardening serves as a gateway to reconnect with nature, a respite from urban life's demands. The perception of gardening as a relaxing and rewarding activity, where individuals can enjoy the fruits of their labor, fuels their enthusiasm. However, striking the right balance between involvement and time commitment remains a challenge. Lack of experience and knowledge leads to frustration when plants fail to thrive. Additionally, the strong familial connection associated with gardening adds a sentimental layer to the activity.
We embark on the double-diamond process, starting with understanding how to design the right solution. Through research and synthesis, we delve into the core issues faced by urban gardeners. These include the desire for a sense of ownership, manageable time investment, and overcoming the obstacles of limited experience and knowledge. We explore the intergenerational legacy of gardening, as individuals often inherit the passion from their parents and grandparents, making it a cherished family activity.
By framing the problem statement and employing the "how might we...?" approach, we open up possibilities for innovative solutions that address the key challenges identified during this phase.
Final thoughts
Low-fidelity prototyping has proven to be an invaluable tool for obtaining quick feedback on concepts, ideas, and flows, as well as effectively communicating them to colleagues and clients during the fast-paced Design & Discovery phase.
With limited time available, this method allows for rapid iteration and exploration. In this case, I utilized low-fidelity screens to initiate discussions on the business aspect of the subscription model and its alignment with user needs. Additionally, we focused on addressing the common problem of user inexperience and lack of plant knowledge, conducting guerilla testing to gather insights.
To mitigate plant failure and frustration, we implemented color indicators as a key solution. The "plant well-being" status bar provided a clear visual representation of each plant's condition, enabling users to monitor their plants effectively.
Furthermore, we introduced subtle background changes to offer quick perception of plant status for more experienced users. By integrating these design elements early on, we aimed to empower users with the information they needed to cultivate successful gardens, fostering a positive user experience and minimizing frustration caused by plant failures.
