Menu

Menu

Menu

Rare Seeds

Rare Seeds

Rare Seeds

IOS Mobile App for Urban Gardeners

IOS Mobile App for Urban Gardeners

IOS Mobile App for Urban Gardeners

(Role)

(Role)

(Role)

UX/UI Designer

UX/UI Designer

UX/UI Designer

(Tools)

(Tools)

(Tools)

Figma, Figjam

Figma, Figjam

Figma, Figjam

(Duration)

(Duration)

(Duration)

3 weeks

3 weeks

3 weeks

(Preview)

Prototype

Prototype

Prototype

(Introduction)

(Introduction)

(Introduction)

Cultivating Community and Diversity Through Urban Gardening

Rare Seeds, a mission-driven company dedicated to preserving seed diversity and promoting heirloom varieties, seeks to empower gardeners to connect with the origins of their food. By protecting rare seeds, they stand as a beacon against the monoculture practices of large agricultural corporations. The company’s mission is rooted in fostering sustainability and resilience through biodiversity, providing gardeners with access to unique, heirloom seeds that celebrate cultural heritage and ecological health.


When we began this project, all we knew was that Rare Seeds sold heirloom seeds online and wanted to connect with urban gardeners. But there was so much more to uncover: What drives their mission? Why are heirloom seeds important? And how could we help bridge the gap between their vision and the needs of a new audience?


Our team was tasked with conceptualizing a product to help Rare Seeds tap into the growing urban gardener market. With limited space but abundant enthusiasm, urban gardeners represent an untapped audience eager for solutions that simplify their gardening journey while fostering community and connection. This initiative aimed to bridge the gap between Rare Seeds’ mission and the practical needs of gardeners in city and suburban environments, ultimately promoting a flourishing community of seed enthusiasts.

(Research)

(Research)

(Research)

(Discovery)

Understanding Rare Seeds

Understanding Rare Seeds

Understanding Rare Seeds

Our journey began with the question: Who is Rare Seeds? Beyond knowing they sold heirloom seeds online, we sought to understand their mission, the significance of heirloom seeds, and how they might connect with urban gardeners. Diving into their history, we learned that Rare Seeds is part of Baker Creek Farms, a collective rooted in Jere Gettle's passion for heirloom plants. These seeds are prized for their adaptability, flavor, and sustainability, making them central to preserving biodiversity and food heritage.

(Competitive Analysis)

Setting the Stage

Setting the Stage

Setting the Stage

To identify Rare Seeds’ position in the market, we explored competitors like Burpee, Johnny’s Selected Seeds, and Hudson Valley Seed Co. Each offered something unique: Burpee’s accessibility, Johnny’s commercial focus, and Hudson Valley’s heirloom artistry. Yet, Rare Seeds stood out for its diversity and dedication to heirloom varieties.


We also examined gardening apps, including Planter, GrowIt, and Seed to Spoon. Key features ranged from garden planning and educational tools to less common ones like plant disease diagnosis and shopping integration. This analysis highlighted gaps Rare Seeds could fill to meet urban gardeners’ specific needs.

(User Insights)

Getting into the Weeds

Getting into the Weeds

Getting into the Weeds

Armed with this context, we shifted focus to understanding urban gardeners. Through 6 user interviews with gardeners of varying experience levels, we uncovered key challenges and opportunities through affinity mapping:

Search - "I get frustrated when I can’t find plants that I’m looking for."

"Yes, it would be cool to see only the plants that can be planted in your zone be shown. Filtering by growing zone is super helpful."

"When buying it would be nice to have a filter. ie if you have shady garden or specific growing condition, you can filter that."

"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."

Community - “I appreciate community connection as a beginner gardener.”

"Community gardens are valuable but difficult to access in urban settings."

"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...'"

"If I’d garden more, I’d for sure be interested in posting gardening progress or results with community."

"As far as goals, I would love to grow my own food.  At least a small portion to be able to share with my community."

"We would love to pass on seed to community.   Would like to test first, etc."

"For beginners, education and resources are key, followed by community support."

Guidance - "I think guidance is essential to the planning of an urban garden."

"Growing difficulty always goes back to disease issue and zones.  So if you eliminate those, theres no growing difficulty."

"I’d find it useful to have a guide where it makes a plan for you in each season.  Grow xyz in these beds, and at this time pull them.'

"I rely on guidance around seed selection for different environments (such as urban microclimates)."

These insights helped us shape a solution that bridges Rare Seeds’ mission with the unique needs of urban gardeners, setting the stage for a product tailored to this emerging audience.

(The Persona)

(The Persona)

(The Persona)

Rooting for the User

Rooting for the User

Rooting for the User

This led to the development of our user persona: Daisy. Daisy is an urban gardener with a small backyard and a budding interest in heirloom plants. She is motivated to deepen her gardening journey and engage with a sustainable gardening community. However, she needs better access to beginner-friendly heirloom seeds and guidance, as traditional seed swaps and general gardening resources often feel overwhelming and unhelpful.


You can explore Daisy’s story, needs, and frustrations in detail below.

Now that we had a better understanding of Daisy, we started shifting towards design solutions that would support her gardening journey.

(Sketching/Design Studio)

(Sketching/Design Studio)

(Sketching/Design Studio)

Finding Focus: Aligning Design Vision Amidst Team Dynamics

Finding Focus: Aligning Design Vision Amidst Team Dynamics

Now that we had a clearer picture of our user’s needs and frustrations with gardening, we shifted our focus to how we could address these insights through design. We recognized that troubleshooting, guidance, and community support were essential pillars to incorporate into our product. During this phase, I became curious about the age demographics of urban gardeners and how they might influence our design choices. Specifically, I considered whether incorporating gamification could strengthen and support the user journey. To explore this further, I delegated a teammate to dive deeper into the data, and my hunch was confirmed: according to U.S. Census Bureau data, metropolitan areas have a higher concentration of individuals aged 18 to 34 compared to rural areas. Additionally, research shows that gamified apps are most popular among this age group due to their tech-savviness and preference for engaging features like rewards, challenges, and leaderboards.

This insight validated the idea that incorporating gamification into our urban gardening app could not only appeal to our target demographic but also encourage sustained engagement. With this understanding, I refined my vision for the Rare Seeds mobile app. I proposed an app that would primarily function as a seed-sharing network for urban gardeners to exchange heirloom seeds, share knowledge, and foster community. To further strengthen its appeal, I suggested integrating Rare Seeds' existing seed shop as a secondary feature, seamlessly connecting users in areas where seed diversity is still growing.

While the rest of my team focused on creating an app that could address every pain point identified in our user research, I felt that approach lacked focus and originality. It risked diluting the unique qualities of Rare Seeds and overlooking opportunities to introduce something truly innovative to the urban gardening and tech space. I believed that a targeted app with gamified elements and a clear niche would not only meet our users’ needs but also differentiate Rare Seeds in the market.

To align our team and communicate my vision, I proposed holding a design studio. This would allow each team member to sketch wireframes of our collective proposed user flow and explore ideas through strong visual storytelling. I felt this collaborative approach would help us refine our direction and build consensus around the most impactful solution.

Now that we had a clearer picture of our user’s needs and frustrations with gardening, we shifted our focus to how we could address these insights through design. We recognized that troubleshooting, guidance, and community support were essential pillars to incorporate into our product. During this phase, I became curious about the age demographics of urban gardeners and how they might influence our design choices. Specifically, I considered whether incorporating gamification could strengthen and support the user journey. To explore this further, I delegated a teammate to dive deeper into the data, and my hunch was confirmed: according to U.S. Census Bureau data, metropolitan areas have a higher concentration of individuals aged 18 to 34 compared to rural areas. Additionally, research shows that gamified apps are most popular among this age group due to their tech-savviness and preference for engaging features like rewards, challenges, and leaderboards.

This insight validated the idea that incorporating gamification into our urban gardening app could not only appeal to our target demographic but also encourage sustained engagement. With this understanding, I refined my vision for the Rare Seeds mobile app. I proposed an app that would primarily function as a seed-sharing network for urban gardeners to exchange heirloom seeds, share knowledge, and foster community. To further strengthen its appeal, I suggested integrating Rare Seeds' existing seed shop as a secondary feature, seamlessly connecting users in areas where seed diversity is still growing.

While the rest of my team focused on creating an app that could address every pain point identified in our user research, I felt that approach lacked focus and originality. It risked diluting the unique qualities of Rare Seeds and overlooking opportunities to introduce something truly innovative to the urban gardening and tech space. I believed that a targeted app with gamified elements and a clear niche would not only meet our users’ needs but also differentiate Rare Seeds in the market.

To align our team and communicate my vision, I proposed holding a design studio. This would allow each team member to sketch wireframes of our collective proposed user flow and explore ideas through strong visual storytelling. I felt this collaborative approach would help us refine our direction and build consensus around the most impactful solution.

View Design Studio Session

View Design Studio Session

View Design Studio Session

(Low Fidelity Wireframes)

(Low Fidelity Wireframes)

(Low Fidelity Wireframes)

Navigating Design Disagreements: Balancing Vision and Collaboration

Navigating Design Disagreements: Balancing Vision and Collaboration

The design studio session was challenging, but it provided valuable opportunities for growth and collaboration. While my teammates had different perspectives on heavily incorporating social media features akin to Reddit or Facebook, I focused on aligning our efforts around the core vision of the seed-sharing app. I advocated for a user-centric approach, ensuring that the app’s primary function remained true to the unique concept I was passionate about. To bring the team together, I suggested implementing a Team MCSW (Must Haves, Should Haves, Could Haves, Won't Haves) framework, which helped us nail down core decisions for our wireframes as we prepared for the usability testing phase.

Although there was pushback, I was able to refine the app’s functionality and design, emphasizing the seed-sharing components. I contributed to creating low-fidelity wireframes, developing the app’s logo and branding, and strategizing how to integrate gamification in a way that enhanced user engagement. This experience reinforced my ability to navigate differing opinions, adapt under pressure, and ensure that the final design aligned with both the team’s input and the overarching goals of Rare Seeds.

The design studio session was challenging, but it provided valuable opportunities for growth and collaboration. While my teammates had different perspectives on heavily incorporating social media features akin to Reddit or Facebook, I focused on aligning our efforts around the core vision of the seed-sharing app. I advocated for a user-centric approach, ensuring that the app’s primary function remained true to the unique concept I was passionate about. To bring the team together, I suggested implementing a Team MCSW (Must Haves, Should Haves, Could Haves, Won't Haves) framework, which helped us nail down core decisions for our wireframes as we prepared for the usability testing phase.

Although there was pushback, I was able to refine the app’s functionality and design, emphasizing the seed-sharing components. I contributed to creating low-fidelity wireframes, developing the app’s logo and branding, and strategizing how to integrate gamification in a way that enhanced user engagement. This experience reinforced my ability to navigate differing opinions, adapt under pressure, and ensure that the final design aligned with both the team’s input and the overarching goals of Rare Seeds.

(Design)

(Design)

(Design)

Designing for Usability and Brand Continuity

Designing for Usability and Brand Continuity

Designing for Usability and Brand Continuity

When designing the logo, name, and color palette for the app, I prioritized both usability and accessibility. I chose neutral tones for the background to ensure a clean, user-friendly interface that wouldn’t overwhelm the user. For accents, I selected green shades to evoke a sense of nature—darker green for interactivity, drawing users' attention to clickable elements, and lighter green to highlight key sections on each page, guiding the user's focus. The app name, "Seedling," was intentionally chosen to evoke growth and renewal, aligning with the core values of Rare Seeds.


For the logo, I took inspiration from Rare Seeds’ existing brand by incorporating a similar typeface and their flower icon, which I placed within the tittle of the "i" in "Seedling." This approach was designed to showcase a fresh, vibrant rebranding while maintaining a strong connection to Rare Seeds' established identity, ensuring the app felt like a seamless extension of the brand.

Rare Seeds Current Logo

Seedlings' Logo

(Usability Testing)

(Usability Testing)

(Usability Testing)

From Lo-Fi to Hi-Fi: Refining the Design and Integrating Gamification

From Lo-Fi to Hi-Fi: Refining the Design and Integrating Gamification

After conducting usability testing with our low-fidelity wireframes, we gained valuable insights that guided the next phase of the design process. With a clearer understanding of our user’s needs and frustrations, we transitioned into creating high-fidelity designs. Our team was split into two groups—one focused on refining the wireframes into a polished hi-fi prototype, and the other on preparing the presentation. I was part of the hi-fi group, where I had the opportunity to build out the gamification elements to enhance the user experience. I designed an onboarding process that gathered information about the gardener’s experience and growing zone, then matched them with seeds suited to their environment. Additionally, I developed a badge system to encourage seed swapping, adding a fun and rewarding aspect to the app.

As we polished the user interface, I also worked on streamlining the Figma file for ease of use and collaboration within the team. While this organizational aspect may seem subtle, I found it crucial for maintaining clarity and efficiency, ensuring our team could easily iterate and collaborate. I also refined interactions, focusing on visual hierarchy and consistency to create an engaging, intuitive experience. Ultimately, this phase allowed us to transform our initial wireframes into a visually polished and interactive prototype that aligned with both the user’s needs and Rare Seeds’ mission to foster a thriving community of urban gardeners.

After conducting usability testing with our low-fidelity wireframes, we gained valuable insights that guided the next phase of the design process. With a clearer understanding of our user’s needs and frustrations, we transitioned into creating high-fidelity designs. Our team was split into two groups—one focused on refining the wireframes into a polished hi-fi prototype, and the other on preparing the presentation. I was part of the hi-fi group, where I had the opportunity to build out the gamification elements to enhance the user experience. I designed an onboarding process that gathered information about the gardener’s experience and growing zone, then matched them with seeds suited to their environment. Additionally, I developed a badge system to encourage seed swapping, adding a fun and rewarding aspect to the app.

As we polished the user interface, I also worked on streamlining the Figma file for ease of use and collaboration within the team. While this organizational aspect may seem subtle, I found it crucial for maintaining clarity and efficiency, ensuring our team could easily iterate and collaborate. I also refined interactions, focusing on visual hierarchy and consistency to create an engaging, intuitive experience. Ultimately, this phase allowed us to transform our initial wireframes into a visually polished and interactive prototype that aligned with both the user’s needs and Rare Seeds’ mission to foster a thriving community of urban gardeners.

(The Final Design)

(The Final Design)

(The Final Design)

App Features and Functions

App Features and Functions

App Features and Functions

We made sure the key features of the app aligned with user needs and the overall goal of fostering a connected urban gardening community. The following features were integral to the design:


  • Onboarding: Gathers user information about their gardening skills, experience, and growing zone, which helps cultivate a personalized seed wishlist of heirloom varieties that would thrive in their growing area.


  • Home Page: For users like Daisy, who regularly encounters troubleshooting issues and seeks guidance, the home page provides immediate access to valuable troubleshooting information, updates, and tips from her gardening community. This feature helps users stay informed and troubleshoot issues quickly, fostering a sense of support and belonging in the gardening community.


  • Search Seeds Page: Connects users with local gardeners willing to share specific seed varieties. If a seed is unavailable locally, it links directly to Rare Seeds’ website for easy purchase.


  • Profile Page: Showcases the seeds that gardeners are searching for and those available for swapping, making it easier to connect and share resources.


  • Message Board: A space where users can engage with other gardeners, share advice, and build connections through messaging and seed exchange.


While time constraints limited the scope of this sprint, the Events Page was also planned to showcase local seed swap events, helping users expand their gardening network, and provide a safe public space to seed swap.


These features were designed to offer users a seamless, engaging, and informative experience, empowering them to connect, share, and cultivate their gardening passion through the Rare Seeds community.

View Prototype

View Prototype

View Prototype

View Figma File

View Figma File

View Figma File

Next Steps

Next Steps

As we wrapped up the first phase of the project, we identified additional opportunities to refine and expand the app’s functionality in Phase Two.

  • Usability Testing with the High-Fidelity Prototype: While the initial usability testing with the grayscale prototype provided valuable insights and achieved an average satisfaction rating of 8+, conducting a round of usability tests with the polished high-fidelity prototype would allow us to gather more nuanced feedback. This would help ensure the interface, gamification elements, and app interactions align seamlessly with user expectations and preferences.


  • Integrating the Rare Seeds Shop: Although the app currently links users to Rare Seeds' website when seeds are unavailable in their area, a future iteration would benefit from fully integrating the Rare Seeds shop into the app itself. This would create a more cohesive user experience, enabling users like Daisy to seamlessly explore, compare, and purchase heirloom varieties directly within the app.

As we wrapped up the first phase of the project, we identified additional opportunities to refine and expand the app’s functionality in Phase Two.

  • Usability Testing with the High-Fidelity Prototype: While the initial usability testing with the grayscale prototype provided valuable insights and achieved an average satisfaction rating of 8+, conducting a round of usability tests with the polished high-fidelity prototype would allow us to gather more nuanced feedback. This would help ensure the interface, gamification elements, and app interactions align seamlessly with user expectations and preferences.


  • Integrating the Rare Seeds Shop: Although the app currently links users to Rare Seeds' website when seeds are unavailable in their area, a future iteration would benefit from fully integrating the Rare Seeds shop into the app itself. This would create a more cohesive user experience, enabling users like Daisy to seamlessly explore, compare, and purchase heirloom varieties directly within the app.

Reflections and Key Learnings

Reflections and Key Learnings

This project was an opportunity to not only apply UX design principles but also to grow as a designer and collaborator. Navigating differing team perspectives during the design studio challenged me to balance advocating for the user with aligning on realistic constraints. By continually referring back to our persona, Daisy, I ensured that every feature we prioritized was rooted in real user needs. I also recognized the importance of systematizing design workflows, such as organizing Figma files for the team, which significantly improved efficiency and communication during a fast-paced sprint. This process taught me how to make intentional design decisions that merge usability and aesthetics while aligning with Rare Seeds' broader business goals. Overall, the project strengthened my ability to approach complex problems with empathy, flexibility, and a strategic mindset.

This project was an opportunity to not only apply UX design principles but also to grow as a designer and collaborator. Navigating differing team perspectives during the design studio challenged me to balance advocating for the user with aligning on realistic constraints. By continually referring back to our persona, Daisy, I ensured that every feature we prioritized was rooted in real user needs. I also recognized the importance of systematizing design workflows, such as organizing Figma files for the team, which significantly improved efficiency and communication during a fast-paced sprint. This process taught me how to make intentional design decisions that merge usability and aesthetics while aligning with Rare Seeds' broader business goals. Overall, the project strengthened my ability to approach complex problems with empathy, flexibility, and a strategic mindset.