GREEN CONNECT

A research project to better understand and attract new veggie box subscribers.

THE PROBLEM

Green Connect, a social enterprise based in Australia, provides employment opportunities for refugees and youth through its waste recovery, urban farming, and fair food initiatives. The organisation sought to grow its veggie box subscription service, which provides weekly boxes of fresh produce to households and restaurants.

Research was required to better understand the motivations, needs and pain points of current, former, and potential new veggie box customers. Key questions included why existing customers subscribed, why former customers left, and what would entice new customers to purchase a subscription.

The goal was to conduct UX research and provide recommendations that would help Green Connect encourage more veggie box subscriptions and ongoing retention of subscribers. Growing the customer base for veggie boxes supports Green Connect's wider mission of creating meaningful employment opportunities through its social enterprises.

HIGH LEVEL TIMELINE

8 week project

Research and Insights

KEY GOAL

The goal was to provide UX research and recommendations to help Green Connect grow its veggie box subscription service.

MY ROLE

As a UX researcher, I conducted research and provided recommendations to help Green Connect grow its veggie box subscription service.

My role involved synthesising the client brief, defining the research goals, identifying target audiences, and mapping the end-to-end user journey. I utilised UX research methods including user interviews, user testing, survey building and analysis, and scholarly research into food subscription services to uncover customer insights.

Based on my analysis, I provided Green Connect with actionable recommendations on how to attract new veggie box subscribers and retain existing ones. My findings aimed to help Green Connect encourage veggie box uptake to support its meaningful mission of providing employment opportunities through social enterprises. This project allowed me to apply my UX research skills to create impact for a social enterprise.

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UNDERSTANDING THE USER

The research revealed that Green Connect subscribers tend to be environmentally-conscious households who prioritise fresh, organic produce. These customers appreciate the convenience of weekly veggie box delivery and align with Green Connect's sustainability mission.

Customers rated produce quality, flexibility to change orders, and supporting local farmers as the main drivers behind purchases. While discounted promotions helped initially draw interest, shared values around organics and community seem to cement loyalty over time. Recipients would welcome more personalisation, product variety, recipes, and reusable packaging.

Pricing exceeded supermarkets posing a barrier, but loyal customers understand the cost dynamics. Main competition comes from major chains on price, but smaller brands like Green Connect build deeper connections around ethics. Fixing website navigation issues, investing in digital marketing, and leading with convenience would help expand reach into new demographics.

"Using locally grown food from our community not only satisfies my taste buds, but also my desire to support local farmers and businesses. It's a win-win situation that fills my heart with love for my community."

BREAKING DOWN THE PROCESS

A mixed methodology combining qualitative and quantitative techniques was utilised to gain holistic insights.

User interviews uncovered experiential perspectives from active, lapsed and non-subscribers.
Survey distribution through email and social media enabled broader data collection.
Usability testing revealed website navigation issues.
Website analytics benchmarked against competitors informed opportunities.

Qualitative approaches like interviews and usability testing provided nuanced understandings of customer viewpoints. Quantitative survey analysis enabled larger-scale data summarisation. Integrating these methods allowed for examination of multiple research dimensions. Secondary website analytics added performance context.

The multi-pronged approach balancing primary and secondary research provided a comprehensive vantage point into customer behaviors, values and demands. Blending attitudinal data with behavioral data strengthened the validity and relevance of conclusions drawn. The varied techniques demonstrated versatility in executing UX research initiatives.

THESE WERE SOME KEY FINDINGS
I WANTED TO CALL OUT

Pricing Perceptions Posed Barriers

While loyal customers understand elevated costs, pricing exceeds supermarkets and deters trial purchases among new audiences. Models like "ugly veggie" boxes could improve affordability.

Customisation and Recipe Demand

Recipients expressed strong interest in greater personalisation and recipe suggestions to inspire cooking. Meeting these demands presents an opportunity.

Improve Digital Experience to Increase Subscribers

Usability testing surfaced navigation and display issues that frustrate customers. Resolving these UX problems through enhancements like better recipes visibility could boost conversions.

Untapped Digital Marketing Potential

Leading competitor Farmers Pick effectively leverages search and social media marketing. Increased investment in these channels offers Green Connect room for expanded reach.

Customer Loyalty and Advocacy

Long tenure and willingness to recommend signal an engaged subscriber base. Formalising advocacy through a referral program could contribute to growth.

RECOMMENDATIONS

Recommendations focused on strategies to attract new subscribers and retain existing ones. Emphasising convenience and cost savings in messaging would appeal to price-sensitive shoppers. Local area promotions via letterbox flyers give initial exposure. Enhancing personalisation, variety and recipes caters to current user demands.

Fixing website navigation issues uncovered in testing can optimise user experience.
App development provides a long-term mobile solution.
Search and social media marketing expansion leverages untapped channels.
Referral programs incentivising word-of-mouth advocacy from satisfied users, along with post-purchase surveys, enable ongoing customer insights.
Pursuing identified opportunities with iterative testing allows for data-driven refinement over time.
A blend of digital enhancements, promotional tactics and customer engagement initiatives holds strong promise.