Greencademy has a goal to gain the interest of urban
millennials in growing vegetables, fruits, and herbs at home.

Tools Utilized

  • Adobe InDesign, Illustrator, Photoshop

  • The Noun Project

  • Stickie Notes / Hand drawing / Prototyping

Skills Used

  • User Research (Interviewing & competitive analysis)

  • UX Design (wireframing, user flow, storyboarding, site maps)

  • Graphic Design

  • Branding

Problem Statement

 Millennials have not started to garden because there is a lack of information on how to go about
doing so in urban environments and they think they do not have the time or space in their home.

Below are examples of existing attempts of home gardening in urban environments!





IKEA is one of the largest furniture retailers recently focusing is gardening and now selling "growing accessories" but with minimal information for their customers.

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OBI is German's largest home improvement supply store with a large focus on gardening. They carry more supplies and have more information for their users but both IKEA and OBI are stores users have to go into and sometimes left uninformed.

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Evrgreen is a well-designed and successful online retail platform for users to buy plants and other household greenery. As this online platform does have good information, it's not as sustainable in the shipping  and interactive aspect.

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Urban Jungle Bloggerss started as a successful blog and now is one of the most popular (coffee table style books) and informative resources for home gardeners.


User Persona

Meet Andrea

“I love the idea of gardening but I've never had time to really try it out and I would love to get my daughter interested as well!”

Age - 32
Status - Single
Occupation - Art Director
Income - €42,000
Residence - Berlin
Education - College Grad
Hobbies include hiking, doing art and anything outside!

User Goals
Andrea wants more information on how to grow and harvest plants at home.

Pain Points
Andrea lacks informations information and knowledge on gardening. Additionally, she does not know what resources she will need so she's timid to buy anything when she doesn't know either.


In Person Research

Potential Users.jpg


During Startup Weekend Berlin (November 2017) Jelena Acker, founder and pictured on the right, and the Greencademy team, went out to Berlin to collect data from interviews. We gained insight from people about their gardening habits, aspirations and daily lifestyles that helped us understand our audience. 

Below, is our breakdown and analysis of the data we collected from the interviews as well as my explanation to the team of analyzing the organizing that information into user goals and needs.


Market Research On a Larger Scale

The overall market size of the gardening industry in Europe in 18.8 Billion €
and about 12.5% of that is spent on room plants in family's homes.*


User Flow

Below is the initial user flow during the on-boarding process.
Between this flow and information collected from our users, we were able to understand that a configurator
is needed to help users build a personalized gardening experience compared to our competitors!

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Landing Page (Web)

Greencademy has now evolved into a child-friendly platform to educate child on healthy sustainable food. Check out the live page here.