URBAN GROW

Urban Grow is a vertical farming supplier that currently focuses on producing high margin products - microgreens and edible flowers for hotels and fine dining restaurants.

Our team’s challenge was how to encourage more people to consume / purchase microgreens / edible flowers?

How might we build trust for consumers, offer more value for money to justify higher price and to promote and sell local herbs and vegetables?

How might we expose users to engaging applications of these products?

Urban Grow: Text

KEY IMAGES

How We Did It

Vision Statement	Initial User Research For our initial user research, I interviewed various stakeholders of this brand, including Western & Chinese cooking chefs, urban farmers, restaurant patrons, local homegrowers, Chinese homecooks and supermarket shoppers to gain more insight into their understanding of the product.	Ideation For my team’s ideation, we came up with a chart of How-Might-We questions and aligned them with the various channels of promotion. We then used this chart to communicate with our client to investigate on which offerings are more in line with their vision and capabilities.
Service Storyboard	Final Product Prototype We developed a smart grow kit that makes planting easier. It automatically waters the plants, helps with health diagnosis, and aids online purchasing of seeds or soil.	Illustration of Grow Kit The Grow Kit can be purchased online and targets consumers who find planting challenging or time-consuming.

Urban Grow: Gallery

URBAN GROW

KEY IMAGES

Vision Statement

Initial User Research

For our initial user research, I interviewed various stakeholders of this brand, including Western & Chinese cooking chefs, urban farmers, restaurant patrons, local homegrowers, Chinese homecooks and supermarket shoppers to gain more insight into their understanding of the product.

Ideation

For my team’s ideation, we came up with a chart of How-Might-We questions and aligned them with the various channels of promotion. We then used this chart to communicate with our client to investigate on which offerings are more in line with their vision and capabilities.

Service Storyboard

Final Product Prototype

We developed a smart grow kit that makes planting easier. It automatically waters the plants, helps with health diagnosis, and aids online purchasing of seeds or soil.

Illustration of Grow Kit

The Grow Kit can be purchased online and targets consumers who find planting challenging or time-consuming.