<aside> ℹ️ First part of the case study

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What exactly would you do to bring users from the Plantura web shop into the Plantura app?

In the beginning of the migration from website to application, catching attention and convincing customers that application is good as website are two main essentials of the movement. Therefore, I focused on 5 main pillars of attention and convincing(maintaining).

The prioritisation of the pillars are also focusing the main two points that I mentioned. Without catching the attention of users we cannot convince them to use our app. Therefore, we must first promote WHY Plantura app is good, then explain WHAT they can do with app and HOW can they do it. Hence, I choose first idea of Promoting app in App, then creating Omni-Channel Customer experience by following gamification and simplification of the app and last backed by incentivising strategies.

• Promoting the Mobile App in Website
  1. Using SingleTap Option
  2. Text to Download
  3. Email to Download
  4. Avoiding two or more steps download pages
  5. Profil based advertisement for app
  6. QR Code Scanning

<aside> <img src="/icons/info-alternate_brown.svg" alt="/icons/info-alternate_brown.svg" width="40px" /> Detailed Explanations

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• One of the most common and effective way to migrate existing customers from website to app is via promotion in website.
• Creating headers in website to promote Plantura app in website.
• Important aspect here is that user journey to download the app must smooth and simple. Therefore we can offer various options to our existing users:
  • SingleTap; Directly downloading the app, corresponding (connected) phone
  • Text: Receiving an sms-link to phone
  • Email: If the users do not wish to share their phone number, reaching them via given email.
  • QR Code: Scanning the code.
• Personalised app advertisements for the needs of the customers and incentivising the app usage via these offers.

• Creating a Omni-channel Customer Experience
  1. Connecting the all tools (Mobile Apps, Tablet Apps and Website)
  2. Identify customer journeys
  3. Recommend best actions
  4. Reduce Customer efforts

<aside> <img src="/icons/info-alternate_brown.svg" alt="/icons/info-alternate_brown.svg" width="40px" /> Detailed Explanations

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• We aim to migrate our website users to mobile application, therefore we have to offer an omni-channel customer experience to our users.
• By doing so, we will integrate and connect our social media, web-site, mobile app offers.
• So that our users can reach us in via app, website, chatbot, live call. We will have their profile already in our system and have an solution offer ready for them. Hence, we will reduce the customer pain points and have satisfied app users

• Offering gamification in app
  1. Adding plant gaming feature.

<aside> ℹ️ Detailed Explanations

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• Users tend to spend more time on the applications where they integrate different features at the same time. While one of the main offers of Plantura app is offering reminder calendar / reminder message of watering to existing plants, we can offer digital world of the real plants in Plantura app. Through this, we can increase the time spend in app, offer upselling (new plants that live together with existing ones) and increase the awareness & knowledge about plantation and watering.

• Simplify/Facilitate the UX/UI Design of the App
  1. Offering languages options
  2. Customer journey videos to explain how to use app efficiently.
  3. Less text more picture based design
  4. Landing first into profile not camera
  5. Reducing the sub-channels (My plant and Calendar

<aside> ℹ️ Detailed Explanations

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• Even though current Plantura app is focusing on DACH market, and therefore German is the main language of the customers. It won’t be enough to create loyalty and get more attention from new users because of the language barriers. Hence, offering different languages is essential to reach broaden users.
• Current app’s landing page is detection camera, which is a not approach to obtain user data and increase the user journey. Even though, capturing plants and their possible sickness is one of the main functionality of the Plantura app, changing user journey in the app will increase the usage.
• Last but not least, focusing on less text but more picture approach in main page will facilitate to usage of the app.

• Incentivising the downloading the App
  1. Offering app based sales
  2. Offering only app solutions
  3. Offering some products only via app
  4. Creating campaigns to increase engagement
  5. Establishing loyalty programs
  6. Social Media (Share) functionality

<aside> ℹ️ Detailed Explanations

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• As mentioned in first plan, promotion of mobile app in website, incentivising the downloading is another essential part of migration.
• User behaviours are well connected to award-attention based campaigns. (Such as Mirror Card from Trade-Republic). Hence offering only app based products, sales, offers will help to enhance app usage for Plantura.
• Plantura’s social medias could be a important bridge to market possible benefits of app and reach more audience than current users.
  • Adding small competitions to download app and awarding the users through these competitions will bring more user awareness and connection to app
  • Sharing customer posts in Plantura accounts to create more connected feeling.
  • Integrating an interface to post directly in their social media via Plantura app.
• Offering loyalty programs to maintain users.

<aside> ℹ️ FlowCharts

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Promoting the app in website and simplifying the design flow chart

Gamification

With the gamification we can enhance the spending time and stickiness ratio in App. Also enable us to foster our sales via offered solutions and products that corresponding to them.