Verification of Business model in Gardenize - the app for gardeners

Purpose and goal

Gardenize garden app helps users succeed in their garden and with their crops. By documenting their garden in the app, they can follow and draw conclusions about what actually works. The purpose of the project - that Vinnova has funded - has been to investigate what features and services users are willing to pay for. Through data collection from users, we want to make informed decisions to develop, price and launch these new features & services - and offer our customers an even better product while enhancing the company´s competitiveness and profitability.

Expected results and effects

The Vinnova project have helped us gather intelligence for how the company Gardenize can generate revenue directly from the user. The target audience for the app is traditionally conservative to so-called ´In-app purchases´ and we´ve been given answers to how these features should be designed to create a safe and reliable shopping experience and the user clearly knows what extra features and services are included in the purchase. The project has also successfully validated the customer group, and we estimate to convert 10% of our users to paying users.

Planned approach and implementation

The project was carried out faster than estimated AND has delivered the results we wanted. The project team members originates from Gardenize staff, developers, testers & UX designers from HTEC. The work was initiated with quantitative data collections from users, followed by qualitative interviews. Subsequently, examples of services and features as well as the purchase process have been developed and tested on actual and potential users. Throughout the implementation phase, important conclusions have been made and thus laid a good foundation for the project´s goal fulfillment.