Overview

Driving habit formation and conversion for FYTA's plant parents

User Experience Design
UI Design
Gamification Strategy

Habit Formation Design
Conversion Optimization

Challenges

Plant sensor with a successful companion app
Low discoverability of FYTA's ecommerce side
Chance to optimize user experience and flows

With Lumi

Intuitive homescreen focused on key actions
Gamification driven habit formation
Simplified flows to reduce churn and increase ecommerce conversions

FYTA approached us to reimagine the user experience for their app companion to their plant sensor product. With FYTA, plant owners can better understand and care for their plants through deep data insights and science-based recommendations.

However, FYTA found users were not engaging with the app daily and were missing key features. Our challenge was to optimize the day-to-day experience of using the app, increase conversion on their ecommerce storefront and gamify the experience to create more recurring use.

Lumi redesigned our App to reduce friction, reduce complexity and enhance the customer experience. Lumi actually over-delivered on their tasks and stayed exactly within the assigned timelines. The project was extremely well-structured and managed.
It was the best experience we've had working with external designers.

Claudia Nassif

Co-Founder & CEO, FYTA

Testimonial video from Rapidream CEO Yedid Herskovitz

Focusing the product direction

We started by testing the app and interviewing FYTA customers to gain firsthand experience. We tested the plant sensors, spoke with the users about their pain points, reviewed the competitors and analyzed FYTA's existing research.

This immersive research phase revealed key issues around finding certain features, forgetting about the app over time, and having experiences that led to drop-off. By stepping into the user's shoes, we identified clear opportunities for improving the onboarding process and ongoing engagement.

Designing for recurring use

With a clear understanding of user pain points, our redesign focused on driving habit formation and long-term engagement. We established key principles to optimize the FYTA app for recurring use:

Highlighting upcoming reminders and plant needs prominently
Opening up more opportunities to learn and care for plants
Making key actions easier to drive habit formation
Adding gamification elements to motivate users

I was impressed by how they structure and deliver the assignment within clearly defined design sprints

Claudia Nassif, Co-Founder & CEO at FYTA

The Results

Plant parents, not just owners

The end result of our iterative design process was an app experience focused on turning plant owners into plant parents. We implemented several major changes:

A new homescreen focused on key actions from research
Simplified app structure and plant profiles to create a simpler, more focused experience
Gamification through quizzes and badges for accomplishing plant care tasks
Ecommerce redesign to increase conversion

Growing impact

The redesigned app makes it easier to get started with and to care for multiple plants. This improves the results people get from using FYTA, as well as their likelihood of buying the plant sensors.

Early testing also showed our gamification features increased user motivation and connection with their plants. Some users started aiming for their plants to flower, something usually achievable only by experienced plant owners!

For our team, this project was a tremendously rewarding experience. We loved learning more about houseplants and appreciated the opportunity to make a measurable impact on them, as well as making plant care easier and more accessible for everyone!

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Intro call

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Scoping deep dive

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First project