END-TO-END UX PROJECT
Role — Lead UX Researcher
Methods — Surveys, Direct observation, Semi-structured interviews, Affinity mapping, Wireframing, Prototyping, Usability testing
Duration — 12 weeks
Problem statement
Many first-time gardeners wanted to grow pollinator-friendly plants but lacked the confidence and knowledge to get started. Research explored the barriers preventing participation and informed the design of a mobile experience that made gardening feel more approachable, achievable, and rewarding.
Low participation
People aged 19–24 and 25–40 were the least likely to garden.
Low confidence
Many participants didn't feel knowledgeable enough to care for plants.
Awareness gap
Greater awareness of pollinator decline increased interest in gardening.
Research methods
Four methods, one research narrative
SYNTHESIS
RESEARCH FINDING
Lack of confidence in growing plants
Limited knowledge of plant care
Users were motivated by community and visible progress
OPPORTUNITY
Build confidence through simple, step-by-step guidance
Make plant care accessible through timely education and personalised support
Encourage long-term engagement through progress tracking and social interaction
Concept development
Two concepts were developed to address the key barriers identified during research. Each explored a different approach to improving confidence, motivation, and engagement before a final direction was selected.
Concept A: A monthly subscription service providing wildflower kits, educational content, and charitable contributions to pollinator conservation.
Concept B: A mobile application that helps users identify plants, learn care routines, and build confidence through reminders and rewards.
Why this concept was selected
Addressed users' lack of gardening knowledge and confidence
Supported long-term behaviour change through reminders and rewards
Could be scaled without physical product fulfilment
Best aligned with the project's educational objectives
PROTOTYPE DEVELOPMENT
Key workshop findings that informed the prototype:
Users wanted visible progress to stay motivated.
Community interaction and accessible guidance increased confidence and engagement.
PROGRESS
Provides progress tracking, achievable tasks, and rewards to maintain motivation and encourage regular engagement.
EDUCATION
Provides clear, accessible plant-care guidance to build user confidence
COMMUNITY
Enables users to learn from others, share experiences, and stay motivated through community interaction.
DESIGN IMPROVEMENTS
Research insights were translated into four key improvements that addressed users' confidence, motivation, learning, and long-term engagement. Each feature directly responded to barriers identified throughout the research phase.
IMPROVEMENT 01 - MAKING PROGRESS VISIBLE
Existing Experience
Insights:
02
01
Users lacked confidence in plant care.
Users wanted visible progress and achievable actions.
Proposed Experience
01 GARDEN DASHBOARD
Visualising plants within a virtual garden makes progress tangible and simplifies day-to-day management.
02 GUIDED PLANT CARE
Guided tasks and plant-specific information.
03 VISIBLE PROGRESS
Visual garden growth and task-based progression.
IMPROVEMENT 02 - BUILDING CONFIDENCE
Existing Experience
Insights:
02
01
Users wanted reassurance that they were caring for plants correctly.
Users lacked confidence identifying plant health issues.
Proposed Experience
01 SIMPLE HEALTH ASSESSMENT
Users can use their camera to assess the health of their plants.
02 ACTIONABLE FEEDBACK
Visual feedback provided to give the user clear instruction and confidence.
IMPROVEMENT 03 - ENCOURAGING COMMUNITY LEARNING
Existing Experience
Insights:
01
Community interaction increased engagement and accountability.
Proposed Experience
01 USER PROFILES
Users can edit their own profile.
02 COMMUNITY ENGAGEMENT
Community feed allow gardeners to share progress, seek advice, and stay motivated through social interaction and peer support.
IMPROVEMENT 04 - LONG-TERM ENGAGEMENT
Existing Experience
Insights:
02
01
Community and friendly competition increased user motivation.
Community interaction increased engagement and accountability.
Proposed Experience
01 DIRECT MESSAGING
Allows users to ask questions and build relationships with other gardeners.
02 ACHIEVEMENT SYSTEM
Series of plant care related tasks the user can complete to gain points.
03 FRIENDLY COMPETITION
Visual points leaderboard to compete against other gardeners.
EVALUATION
This project reinforced the importance of validating concepts through continuous user research and co-design. Designing around users' confidence and motivation, rather than simply providing information, resulted in a more engaging and meaningful solution.
Contact
Interested in working together?
I'm always happy to chat about research-led product design, UX opportunities, or simply exchange ideas about building better products. If my work resonates with you, I'd love to hear from you.