Pursuit of A quality living environment
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Today, we predominantly became an indoor-living species. American spends 93% of their time indoors – that is less than half a day a week spent outside.

Blooming and Booming
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This is encouraged in part by increasingly popular plant-centric social media accounts. Because of this, the green industry has seen an influx of houseplant hunters old and young.

A stronger Trend that stays Post-COVID
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Enthusiasm has increased during COVID and it’s becoming a new trend as more people realized that cultivating greenery in their homes was therapeutic.

Interviews

Max
Age: 28
Architect

‘I love plants at home, especially in my living room. Since I spend so much time at home, they make me feel closer to the nature.’

Meghan
‍Age: 8
Business Owner

‘I don’t know what kind of plants should I get. I have a pet at home, so I don’t want it to be harmful. Sometimes it’s hard to select.’

Steve
‍Age: 3
Data Analyst

‘Sometimes when I go shopping I pick some plants but I don’t know much about it and it’s frustrating to see they don’t last long at home.’

Jonathan
‍Age: 28
IT

‘The only thing I know is to water and add nutrients. I don’t have sysmatic knowlegde of when and how much is too much.’

Tran
‍Age: 2
Software Engineer

‘I am motivated by a lot of social media posts but when I search the plants online, there are so many resources and I don’t know which one to trust.’

Peter
‍Age:
Professor

‘I have a group of friends who love indoor plants, we always send pictures in the group chat we created.’
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Questionnairs

Are you interested at planting?

How long have you been planting?

If we have a product to offer guides to help you manage plants easily, would you get interested?

What channels do you usually buy plants from?

What are the main problems you are facing in planting?

How do you professional knowledge about plants?

What services we may offer are of interest to you?

User Painpoints
Lack of systematic knowledge guidance
Hard to take care of plants efficiently and effectively
Need for personalized service: recommend, consulting, etc.
Need for communicate with other people.

Empathy Map

SAYS:
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Which kind of plants is good for me to get started?
Where can I get the plants I want?
I'm too busy to take care of the plants.
I'm not so familiar with the plants habitat.
There're always some unexpected problems on my plants and I don't know how to deal with.
I don't know where to ask for help when my plants get ill.

THINKS:

I'm not sure whether I can keep this plant alive, but let me have a try first.
I need an efficient management for my plants.
Maybe I should learn some professional knowledge.
Who can I ask for help when I meet problem?
Are there some new varieties to try?
Maybe I can learn from someone with more experience.

DOES:

Look around in the store / online and buy a new plant when get interested.
Watering everyday with feeling.
Water more or expose plants to the sun when plants get ill.
Learn about botanical knowledge.
Share experience with friends or online.
Counsult someone who is more experienced / Post questions on forums online.

FEELS:

Interested - like to have many kinds of plants and try something new.
Relaxed - planting is a way for reducing pressure
Challenging - hard to keep plants alive and healthy
Worried & Confused - don't know what happened and how to deal with
Annoyed - to troublesome to keep so many details in mind
Sense of Achievement - take care of the plants well
Sad - plants died