Maria Boehling Capstone Studio Spring 2014 Denise Gonzales Crisp
Capstone Proposal Statement
H ow c a n d e s i g n h e l p m o t i va t e n o n - g a r d e n e r s o f G e n e ra t i o n Y t o g a r d e n?
HERBAN PROCESS BOOK | 1
W h a t m a ke s p e o p l e n o t wa n t t o g a r d e n?
The National Gardening Association (NGA) data shows that the number of households who participate in gardening has dropped from 41% to 29% in the past 6 years. That is a 29% drop. In efforts to figure out the answer to this question, The Ball Horticultural Society in 2012 surveyed 342 non-gardeners via online survey conducted by Ispsos Research. + The median respondant age was 49.2 + Across US and Canada (found no difference between nationalities) spread evenly from the west to east in the two countries.
2 | HERBAN PROCESS BOOK
The non-gardening sample broke itself up into two groups:
Almost all expressed interest in getting back into gardening.
78% said they would never ever garden
Non-Gardeners
Gardeners
(They are lapsed - have gardened in the past, but aren’t gardening now)
When asked if anything could make them garden, 12% said ‘more space’, 5% said ‘if plants were cheaper’, 58% said ‘nothing’
HERBAN PROCESS BOOK | 3
W H AT M O T I V AT E S A P E R S O N T O G A R D E N ?
W h a t m o t i va t e s p e o p l e t o g a r d e n?
My capstone project plans to fill this gap and lower the percentage of non-gardeners. So what actually motivates people to garden? Gardeners and non-gardeners seem to generally agree on the EXTRINSIC (aesthetic and function) value of gardening in the home.
Beautiful flowers brighten up the neighborhood
Homeowners with beautiful flowers are proud
Gardening makes my home more beautiful
Gardening is a way to add value to my home
4 | HERBAN PROCESS BOOK
But non-gardeners fail to see the INTRINSIC value of the activity.
Gardening helps me be closer to nature Gardening is a way to express my creativity Gardening helps me be lessed stressed Gardening is a way to stay connected to my roots It is important to use organic gardening methods Gardening is good for the environment
Sustainable actions has crossed the line from intrinsic to extrinisic since both groups see the value in it. In todays world, sustainability appeals to Gen Y, who place more value on sustainiblitly in their decision making.
HERBAN PROCESS BOOK | 5
W H AT M O T I V AT E S A P E R S O N T O G A R D E N ?
W h a t m o t i va t e s p e o p l e t o g a r d e n?
Non-gardeners do not see the intrinsic value in gardening so they are not willing to spend any time or money doing it. Therefore, non-gardeners over-value the investment in time and money. Rather spend my MONEY on other things than gardening Gardening takes too much time Rather spend my TIME on more interesting hobbies Gardening is too much work Gardening is too complicated Gardening is old fashioned
6 | HERBAN PROCESS BOOK
In conclusion – Non-Gardeners see work vastly overshadowing the value of the activity. This platform needs to find a way to help uncomplicate gardening so non-gardeners can experience the intrinsic motivators for gardening. It also needs to focus on: + small-space gardening (gardening in the city) + beginner’s gardening + cost-efficient gardening + sustainability
HERBAN PROCESS BOOK | 7
W h o G a r d e n s?
When asked if they prefer gardening with others 78% of Generation Y said they considered gardening a communal activity. Only 61% of Generation X said this.
18% of households that garden are Gen Y
37% of households that garden are 55+
33% 33%
of households that garden are Gen X
of households that garden are 45-54
From NGA Study 8 | HERBAN PROCESS BOOK
Of the 18-34 year olds in Gen Y, there is a chance that HALF of this population is not yet truly “garden ready”. This means that the number could double soon to a 38% – putting them as the new up and coming gardening population.
In conclusion – Gen Y should be the target demographic so that they can share their experience of gardening with others.
WWhHaAT t a a tTtI iTtUuDdE e r dE Dg a A Rr eE Tt HhEe AT S sA StSowa O C I AT WrId T He nG iAnRgD ?E N I N G ? The survey also asked what attitudes the two groups had toward gardeners as a whole.
economical
passionate
smart
hard working
educated
earthy
rural methodical old-fashioned
urban? trendy? sophisticated? modern?
Non-Gardeners
Gardeners
In conclusion – This project needs to shift the attitude of gardening to be a urban, trendy, sophisticated, and modern as well as smart, economical, and educated activity. HERBAN PROCESS BOOK | 9
H ow c a n d e s i g n h e l p m o t i va t e n o n - g a r d e n e r s o f G e n e ra t i o n Y t o g a r d e n? Through mobile application and partnering website, city dwellers with a lack of time and space will be able to successfully grow and maintain a cost-efficient urban herb garden. Why container herb gardens? + + + + +
easy to start adaptable to different climates many flower creating good aesthetic use in cooking (taste great, organic, and save money and time) quick harvest
10 | HERBAN PROCESS BOOK
(H)erb-an Herban uncomplicates gardening so non-gardeners can experience the benefits of herb gardening. Through a mobile application, city dwellers of Generation Y with a lack of time and space will be able to successfully grow and maintain a cost-efficient herb garden. Herban is a tool that helps users find a herb that suits their lifestyle and then helps them keep track and grow their herb. Herban encourages users to shift their attitude of gardening to be an urban, trendy, sophisticated, and modern as well as smart, economical, and educated activity.
HERBAN PROCESS BOOK | 11
Main Navigation
12 | HERBAN PROCESS BOOK
Primary User Paths ‘Your Herbs’
‘Find a Herb’
HERBAN PROCESS BOOK | 13
Give your herb the water it needs, on time. The ‘Water’ feature uses recorded sunlight and watering, as well as information specific to your herb to remind you when to water. You can add roommates to share the responsiblility! You can view and share advice on the best way to water your herb in your area.
Add a user comment about watering. These are shown as white circles on your graph, and also shared with other users in your city.
14 | HERBAN PROCESS BOOK
User swipes left to get to data screen. Add a owner to the plant to recieve watering reminders.
User clicks ‘info’
User clicks ‘Water My Herb’
Water levels rise due to recent watering.
HERBAN PROCESS BOOK | 15
Know if you herb is getting the right amount of sunlight, customized to its location. The ‘Sunlight’ feature uses local weather data and calibrates the path of the sun that shines through your desired window. The clouds let you know if your herb is getting enough sun in its current location or if it needs to be recalculated in another window. Roommates can be added to share the responsibility! You can view and share advice on the best way to water your herb in your area.
16 | HERBAN PROCESS BOOK
Add a user comment User swipes left about sunlight. These to get to data screen. are shown as white circles on your graph, Add a owner to the and also shared with plant to recieve sunlight other users in your city. reminders.
User clicks ‘Recalculate Sunlight’
User swipes right to go back to sun screen.
Tracks the sun’s path and any possible obstructions in from your desired location.
User clicks ‘info’
Clouds drop & more sun comes out because of realculation of sunlight.
HERBAN PROCESS BOOK | 17
Know exactly when your herb should be fertilized. The ‘Soil’ feature uses local weather data and your inputed watertings, and pot size to gauge when and how you should fertilize your herbs. By inputing the type of fertilizer you use, Herban will remind you when the best time it is to feed your plant!
User clicks on ‘info’ to input the type of fertilizer he is using.
18 | HERBAN PROCESS BOOK
Know exactly how your herb can be harvested. The ‘Harvest’ feature uses local weather data and your inputed watertings to predict when your herb is ready for harvesting. The harvesting feature is unique to each different herb and lets you know when and what is the best way to harvest your herbs to encourage continued growth!
Secondary Navigation
HERBAN PROCESS BOOK | 19
Find the herb that will work in your life, with environmental factors accounted for. The ‘Find A Herb’ feature uses your current location, season, sunlight, and weather along with a survey of desired uses for a potential herb to find the best plant for your lifestyle.
20 | HERBAN PROCESS BOOK
Swipe Up to scroll down. User checks off desired qualites he wants for his herb and then clicks ‘Find my Herb’.
User chooses to use his stored herb sunlight location instead of recalculating a new sunlight path.
The user can now access his mint from his side navigation bar.
HERBAN PROCESS BOOK | 21
22 | HERBAN PROCESS BOOK
HERBAN PROCESS BOOK | 23