Adopting a mixed-methods research approach to discover current problems, analyze a plant shopping journey and provide recommendations for a more intimate plant buying shopping experience for a D2C plant shop.

Duration

14 weeks (Jan - May 2022)

Role

User Researcher

Team

Researchers, Design Strategists

The Sill CX Research

The Sill is a D2C startup in the retail space that offers plant and plant accessory products to its customers. By executing quick research sprints involving a mix of qualitative and quantitative research methods, we proposed opportunities to help Sill improve its' digital customer experience – right from looking for a plant to buy online, checkout, delivery and taking care of the plant.

How might we transform The Sill's online and in-store shopping experience to create a more intimate purchase process and plant ownership experience?

Process Overview

We employed a variety of research methods to identify friction points in Sill’s online and store-based shopping experiences. Additionally, our efforts focused more on comprehending the shopping behaviours and preferences of potential as well as existing customers and plant enthusiasts.

Our design process consisted of two phases:

Phase 1

  • Secondary Research
  • Surveys
  • User Interviews with Card Sorting activity

Phase 2

  • Collaborative analysis & synthesis, insights framing
  • Design Principles
  • Opportunity areas and solution brainstorming
  • Final report/presentation

Phase 1: Research

Secondary Research

We relied on different sources to understand Sill's current business model, shopping experience, competitors and overall company. In order to stay ahead of the competition, we realized that Sill needs to personalize shopping experiences to attract and retain customers, or "plant parents".

A top line summary of the company through secondary research

Qualitative Survey

Gaining insight into customers’ behaviours and purchase preferences through a survey helped structure the research futher, prepare interview protocols and plan activities like card sorting during our research interviews. Some insights from the survey:

Survey report

User Interviews

The survey results helped us to dive deep into specific needs and desires associated with purchasing plants online or from retail stores. Existing Sill customers as well as those who were not were interviewed to understand their plant shopping preferences, needs and pain points related to plant buying and care-taking.

Card Sorting activity – The interviews also included a card sorting activity where participants were asked to sort potential features or service offerings based on their desirability.

In-depth user interviews with card sorting activity

Phase 2: Insight Delivery

Through our research, we analyzed that a normal plant buyer's journey encompasses four phases - Search, Select, Deliver and Care.

Customers seek a biophilic connection while buying plants. Plants are like 'babies' for plant parents as it gives them a sense of responsibility and improves their mental health.
There is a digital barrier when it comes online plant shopping. Customers want to see and experience plants in their own spaces/homes, and how it would fit into their lifestyle.
While Sill's offers a variety of plants and plant accessories, customers are not convinced of its' pricing policies and are also unaware of any efforts to prioritize care during deliveries.
Plant owners, especially new 'plant parents' want personalized experiences when it comes to plant care.

View the Research & Insights Delivery and Recommendations deck below:

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