Ecosystem by Farmwall
2020
Connecting people to nature at home, school or work through an online community of educational urban farming and regenerative agriculture content.
The Brief
Devise a new business model for ag-tech startup Farmwall to continue its mission of promoting urban farming in Australia.
My Roles
- Leading the creation of a 9 week educational program.
- Leading the production of graphic, video and written assets.
- Contributed to developing the business model of the product.
- Conducted ongoing user research and other UX methodology.
- Assisted in the marketing of the product.
Responding to economic instability through product innovation.
Due to the pandemic, Farmwall had to undergo a strategic transition. I played a pivotal role in crafting a new product concept, leveraging tools such as business model canvasing and structured prototyping to do so.
The concept became an urban farming course named Ecoystem. Participants receive a physical kit comprising aquaponic, hydroponic supplies, then learnt how to establish these systems through educational materials and support from an online community.
Leading the production of an entire educational program from scratch.
I strategised, planned, and executed weekly educational content production, including scripting, shooting, and editing three videos per week. I featured as an educator in these videos and edited written materials to complement the content.
Additionally, I created weekly EDMs, organised and hosted live streams for content review, Q&A sessions, and guest interviews. I also facilitated engagement within the online community with scheduled content and through initiating discussions.
Understanding the audience with ongoing user research.
When signing up to the Ecosystem pilot, users understood they were helping develop the concept to a marketable public product. I would regularly conduct surveys and interviews to understand what was working and how we could enhance the product.
This culminated with multiple long form user interviews, giving valuable insights into developing the next iteration of the product. The overall response to the pilot program was very positive and Farmwall felt confident in taking the product further.
Developing a prototype into a market ready product.
I played a crucial role in helping develop Ecosystem into fully fledged, market ready product. It now plays a central role in Farmwall’s mission. Ecosystem also enables partnerships with institutions like schools and workplaces, offering workshops and urban farming experiences. This network has the potential to significantly boost the adoption of urban farming and regenerative agriculture in Australian cities.