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asked in Product Design by (17 points) | 1.6k views

4 Answers

+2 votes

Design a Gardening App

What’s the goal --- Improving user experience

Constraint -- Which region? Start with the US.

Is this for a home improvement retail store such as HomeDepot or Lowes? No

User segments

1. Apartment dwellers -- Balcony and in-home gardeners

2. Single family home with decent backyards

3. Small Farm owners

Prioritization criteria:

a) No of users in that segment b) Frequency of use

Segment chosen -- Single family home owners.

User motivation: Our user isn’t a gardening enthusiast however they like the idea of a great backyard.

User Journey and Needs:

Inspiration stage: Choosing what would I plant and where to start.

Actual setup stage -- going to buy the plants and getting set up. Lot of time investment.

How would we do it? Either hire a contractor for landscaping or do it on your own. Finding a good contractor is a challenge.

Continued taking care of the plants. Weekly time investment. How would I get the advice? Where would I find an expert?

Continued motivation and keep doing what you’re doing. Is it worth doing what am I doing?

Understanding of cost of ownership. How much investment is this?

Priority of Needs:

Our target segments is 26-32 years range, they bought a home recently and moved out of their apartment. They just had a baby and extremely busy with their life. However, they look at their backyard each day and think what if it could inspire them.

Solution:

  1. They take a picture and the app suggests them visual representation of their space with various landscape choices along with options such as easy maintenance, quick set up, various styles and how much work/week it is.

  2. They can browse through various landscaping idea already done by other landscapers and choose the one they like and work with landscaping experts to figure out how to proceed on that.

I will like to prioritise these options based on impact on customer experience, time to implement as well as innovative or differentiating factor.

Option 1. Impact on customer exp H Engineering Difficulty H Time to market/ Partnership Needs M Innovation H

Option 2: Impact on customer exp M Engineering Difficulty L Time to market/ Partnership Needs H Innovation H  

Based on the above criteria, I would recommend Option 1.

This is how it should work:

  1. An user takes a picture with their app and maps their backyard using the smart camera feature which understands the length, breadth and all other aspects of the space.

  2. The app presents them various landscaping ideas with plants that are appropriate to that region.

  3. In addition, it provides option for additional filters such as time investment for maintenance per week, watering needs and cost of ownership.

  4. It also provides the option to hire an expert for initial getting started work.

  5. The user will have the option to order all plants/insecticides and all other necessary items once they choose a style they like.

        Metrics

  1. No of app downloads

  2. Total time spent

  3. CTR on the recommended search results (effectiveness of search results)

  4. No of transactions as % of total users (independent professional contacted, items ordered)










 

answered by
+1 vote

Business Goal

I'm assuming that the current process of finding gardening solutions is very ad-hoc and there is no app which can address homeowner specific needs. The goal is to create an engaging app to help homeowners find the best solution for their gardening needs.

Also, are we planning to earn revenue through the app download or are we planning to use advertisements to earn the money  - assuming it is advertisement based revenue

​​​​​​User Personas

  1. Rich homeowners with big houses for whom gardens are a prerequisite part of their lifestyle and status
  2. Garden enthusiasts who are passionate about the best services for their gardens etc.
  3. People with basic garden needs such as mowing etc.
  4. Households with very niche garden need such as whether to invest in a particular plant etc.
Assuming, that the goal is to earn more revenue, therefore I want to target the first user persona
User Needs
  1. Regular upkeep of their gardens etc.
  2. Landscaping/drawings
  3. Pest control/ tree cutting etc. specific services
  4. More guidance about what stuff to plant
  5. Sale - miniature plants, seeds
I feel that user need 4, will have more significance as the community grows bigger mainly because that'll help people to exchange ideas as well as app owner to offer premium services.
Solution 
  1. Location-based service offerings
  2. Community build - ask an expert to get answers to the questions that you might have. As a further enhancement, getting horticulture experts etc. on-board
  3. sale of plants/gift materials/regular materials such as flowers, vegetables related to plants etc.
Launch and metrics
The app can gain traction by launching it via the realtors and advertising it at the open houses. Because we are targeting higher segment of society, therefore I feel it makes sense to identify people there. 
Initially, the number of sign-ups can be used as a metric for tracking the awareness of the app. Also, by seeing the recurring customers using a different variety of services will be an indicator of retention. The metrics such as click-through rate can be used to track the level of engagement. Finally for monetization, the use of horticulture services etc. can be tracked. Additionally, the sale of gardening equipment for plants and gift materials can also be a good metric.
answered by (17 points)
0 votes

 Lets start with comprehending the question better...Designing a gardening app that would help users to get their gardening needs addressed. 

The target set of users could be 1) house owners having large gardens, 2) house owners with gardens with special needs (orchards, kitchen gardens, grass lawns,..) 3) Gardeners (service providers) who would like to register and offer services to house owner 

There are multiple personas who could be using this app...I would like to focus first on house owner categories 1 & 2 to start with . Later we will include use cases for 3

Use cases

1. House owners able to view various gardening services (new house owner garden setup, order new plants, monthly service, topping soil..etc)

2. Able to register to book services (either on-demand or schedule them)

3. Payment options (PayPal, credit card)

4. Give feedback /suggestion on service quality,satisfaction,

5. Promotional offers/Coupons for referral

Detailing of use cases

1. house owners should be able to give a brief description of their garden requirement so appropriate experienced service provider would be assigned. New House owners should have be able to provide their requirements for garden plan (in terms of size, plants varieties, grass lawn req,..)

2. Calender to book a service : 1. On demand  (with next 1-2 hrs) 2. Schedule a gardening service 

This will allow us to give differential pricing & promotions (which is part of #6)

3.Payment gateway - card registration, default payment options.

4. Capture user feedback on services that they have received, suggestions

5. Promotion offers -> signing up for recurring(bi-monthly/monthly) service, referral programs, coupons to nearby nursery to buy plants..etc

Now let's evaluate the priority of each of these use cases based on following..

Freq of usageBusiness ImpactImplementation Cost
#1HighHighMedium
#2HighHighLow
#3MediumHighMedium
#4LowHighMedium
#5MediumLowLow

Based on prioritization and ROI of various use cases above, #1 ,#2 & #3 would be MVP for this app and we need to get these implemented. #4 & #5 would follow up in iterations

Finally we need to understand product metrics that would help us understand user activation, engagement, adoption, churn and net promoter rate(referral)

Metrics would be 1) number of user sign up 2) Freq of visit 3) Revenue generated 4)Referral coupons used 5) Repetitive of service

Based on metrics measured and tracking it for few iterations, we can open up the app for gardeners persona to make the app more wholesome and new channel

Summary:

Here is a gardening app that would carter to target user mainly house owners and then open up channel for gardeners 

answered by (14 points)
0 votes
First i would like to understand more about this gardening app

Is it for vegetables, farme

Is it on the phone or on the computer

 

Now lets identify the users

1. Professionals

2. Hobby gardeners

3. First time hobby gardener

Lets now identify some of the user needs of the first time hobby Gardner segment

1. Discovering new plants that they can plant

2. If their plant has a disease then finding out how to cure

3. Discovering different designs of lanscaping

4. Buying tools/ raw material for their garden

5. Share picture of their product amongst their friend and community

6. Learning new planting techniques

Although all of these are important for a hobby gardener I would like to focus on discovering new plants they can plant as it

will keep the hobby gardner engaged throughout all seasons

Some of the ideas help them discover it

1. A daily news feed that he can see with the variety of plants that they can put in their garden

2. A plant finder if they see a plant in the neighbourhood they like

I would prefer the first option more because it is easier to implement

So in summary we are looking at creating a plant discovery app for first time hobby gardeners which help them discover new plants which they can plant in their garden
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