The Challenge
Context
As part of our Service Design Strategy module, our team explored how a community-driven gardening service like Roots Allotments could scale its mission: empowering people to grow their own food sustainably while deepening social impact, stakeholder collaboration, and educational innovation.
Urban dwellers often crave green space and meaningful connection, but face real constraints:
Limited access to land, tools, and guidance
Lack of confidence for first-time gardeners
Minimal infrastructure for environmental education in schools
Roots Allotments had the potential to go beyond a plot-rental model — and evolve into a community catalyst for health, learning, and sustainability.
Competitor analysis
We began with:
Competitor analysis (e.g., Make Nu, SOJO, Fork Farms)
Stakeholder mapping from investors to environmental NGOs
User personas to understand diverse needs — from retired hobbyists to eco-conscious parents
One key insight: gardening isn’t just about growing food — it’s about growing people, purpose, and possibility.