Name of the project: Agroov
Background and project objective: This project was introduced in response to the 30 by 30 vision, which is to produce 30% of Singapore's nutritional needs locally, by 2030. The task was to come up with a digital experience to encourage Singaporeans to start urban farming at home and support homegrown produce. The aim of this initiative is to increase food security and food resilience and reduce our dependency of imported produce.
My solution: Agroov. In collaboration with Nparks and the National Food Agency, Agroov, a multi-dimentional integrated campaign aims to be a community centred approach to urban farming. It's concept is a modern take on the kampong spirit, by getting the millennials of today to interact with others around them, through urban farming and gardening. The Agroov mobile application builds an online community of plant-lovers, amateurs and urban farming experts, where they can share knowledge, expertise and experiences with each other. The aim is to empower users to start building their own conversations about urban farming and promote community engagement. Through the digital experiences offered by the Agroov app, as well as our gardening subscription boxes and kits, I aim to encourage more Singaporeans to start urban farming at home and at community gardens.
Challenges: The most challenging aspect of this project was designing the packaging for the gardening subsctiption box. This was my first time doing brand packaging and I had to explore various designs and packaging models. I also had to keep the art direction consistent from the digital interface(app) to the packaging. This was a fun experience and I am happy with the end product!
Mobile App Sitemap (1/2)
Mobile App Sitemap (2/2
mobile app prototype
Main features of mobile application
Home feed: Follow other plant lovers and interact with their posts. View trending posts of what others in the community are planting and inspire others by sharing photos of your urban farming adventures.
Community feature: Explore community gardens around your neighbourhood and learn how you can get involved. Browse and be updated on activities workshops and farm tours you can take part in.
Engaging video content: Browse tutorials, tips, virtual farm tours, crash courses and guides all about growing edible plants. Interact with other Agroov users in real time by joining live video chat sessions, online workshops and classes hosted by experts.
Chat with other users: We have professionals to help users answer their plant-care related questions. Expand your social circle by starting conversations with other app users.
Online marketplace: Purchase gardening subscription boxes and urban farming starter kits to grow fruits, vegetables and herbs. We provide you with easy to follow plant care instructions on our app by scanning the QR code on the packaging.
Bus stop poster advertisments
close-up 1
close-up of my packaging
close-up 2
overview
Setup photos of my mockups which include:
-Packaging for subscription box and its contents (seeds box, fertilizer and soil bottles)
-Mobile app sitemap
-Promotional brochures placed around the city
-Mini recipe book
-3 bus stop posters
