"What’s the new trend?"
Based on this question, we researched the current market and identified some trends that will shape human behavior over the next five years. These trends are closely tied to concepts such as “conscious consumption,” “a moral shift in consumption,” and “moving towards a greener future.”
As part of our research, we explored actions associated with these concepts that people are increasingly interested in. We discovered a rise in interest in “plant care” and “home gardens.”
This inspired us to create an app that encourages this desire for conscious and sustainable consumption through plants.
Quantitative Research Findings
- Nearly 77% of respondents have plants regardless of their housing type (house/apartment).
- The 23% who don’t have plants cite a lack of knowledge or commitment as the primary reasons.
- Herbs and flowers are the most desired plant types among those who don’t currently own plants.
Understanding the Desire for Herbs
To delve deeper into people’s relationship with herbs, we interviewed 10 individuals and found:
- All participants consume fresh herbs, even the most basic ones used in everyday cooking.
- Five of them already have home gardens but don’t grow all the herbs they need.
Empathy Mapping
We created an empathy map to better understand how people without home gardens feel:
- They often cannot find what they need.
- They think home gardening is difficult to manage and feel they lack the necessary knowledge.
- As a result, they opt for the most convenient options at regular markets.
Key Insight
The lack of knowledge about cultivation is the primary barrier, affecting both those who already have plants and those who don’t. Recognizing that there are varying levels of expertise, we developed personas based on these levels of knowledge:
