(Preview)
Rare Seeds, a mission-driven company dedicated to preserving heirloom seed diversity, tasked our team with designing a mobile app to complement their existing online catalog. Through research, we discovered an untapped growth opportunity: urban gardeners.
Urban gardeners face unique challenges that Rare Seeds' catalog-only model didn't address: limited space, difficulty finding seeds suited to urban microclimates, lack of beginner-friendly guidance on heirloom varieties, and limited access to local seed-swapping communities.
Create a mobile app for Rare Seeds that serves a clear user need while supporting their mission to preserve heirloom seed diversity. We identified urban gardeners as the target audience and focused on solving their specific pain points in a way that felt helpful rather than transactional.
I led user research efforts, conducting 6 in-depth interviews with urban gardeners of varying experience levels. Through affinity mapping, we identified three core themes that would guide our design strategy.
01.
Search and Discovery
"I understand that heirlooms have unique qualities but may lack resilience in new regions. I wish I knew quickly what would work in my region."
Users needed intelligent filtering for urban microclimates, growing zones, and space constraints, not generic seed catalogs.
02.
Community Connection
"I'd like networking with people in the same zone. Successes and failures. 'We tried this and had trouble but here's what we did to make it work.'"
Urban gardeners craved localized community support but found traditional seed swaps inaccessible or intimidating.
03.
Guidance and Education
"I think guidance is essential to the planning of an urban garden. Growing difficulty always goes back to disease issues and zones."
Beginners needed personalized, actionable guidance rather than overwhelming encyclopedic resources. They wanted to know: "Will this work for me, right now, in my space?"
Aligning the team
Sowing the Seeds
Primary Function: Localized seed-sharing network connecting urban gardeners in the same growing zones
Secondary Function: Direct link to Rare Seeds' catalog when local seeds aren't available
Gamification Layer: Badge system and progress tracking to encourage seed swapping and community participation
Personalization: Onboarding that collects growing zone and experience level to curate relevant seed recommendations
This structure meant users would first look locally for seeds, building community connections. Only when local options were exhausted would they purchase from Rare Seeds.
When designing the brand identity from the ground up, I started with the name: Seedling. It evokes growth and renewal, aligning perfectly with Rare Seeds' mission. For the visual system, I prioritized usability and accessibility. Neutral background tones created a clean interface that wouldn't overwhelm users. I used darker green for interactive elements to draw attention to clickable areas, and lighter green to highlight key sections and guide focus. Every color passed WCAG AA accessibility standards.
For the logo, I incorporated Rare Seeds' existing typeface to maintain brand continuity, then integrated their signature flower icon into the tittle of the "i" in "Seedling." It was a subtle connection that said, "This is part of the Rare Seeds family."
Rare Seeds Current Logo
Seedlings' Logo
Onboarding: Gathers information about gardening experience and growing zone, then generates a personalized seed wishlist of heirloom varieties that will thrive in the user's environment.
Home Page: Immediate access to troubleshooting tips, community updates, and guidance from local gardeners.
Search Seeds: Connects users with local gardeners willing to share specific seed varieties. If unavailable locally, links directly to Rare Seeds' website for purchase.
Profile: Showcases the seeds a user is searching for and those available for swapping.
Message Board: A space for users to share advice, troubleshoot issues, and coordinate seed exchanges.
