Planting Seeds of Innovation: Plantify

Navigating the Crowded Plant Identifier App Ecosystem

By December 2023, our studio at Codeway was ready for something new. Our previous project, Wonder, had achieved remarkable success. Wonder, in particular, had climbed to the #1 spot in the Graphics & Design category on the App Store in 2023. It had matured into market leader and with this remarkable achievement, we felt a sense of accomplishment in reaching our initial goals. As product manager, I recognized that our talented team needed a fresh, stimulating project to sink their teeth into—a new mountain to climb, so to speak. It was clear we needed to find the next big thing—a fresh challenge that would reignite our team's passion and push us to new heights. After weeks of brainstorming, we found ourselves analyzing the plant identification app market. But this wasn’t just any market; it was an already saturated space with over 100 existing apps.

We knew the challenges. Many of these apps, especially the top ten, had strong user bases, smart tech, and years of experience. Our research showed a diverse range of features but also a recurring seasonal pattern. The plant identification apps would spike around May and peak by June, then drop off in September, only to repeat the cycle. It became clear we had to move fast if we wanted to ride the upcoming wave.

Why Enter Such a Saturated Market?

At first glance, launching Plantify seemed risky. Why would we throw ourselves into a crowded space with such established players? But the more we analyzed, the more potential we saw. Yes, there were plenty of competitors, but very few were innovating. The market had grown stagnant. Most of these apps were stuck offering the same scanning and identification features they had a few years ago. We believed we could do better.

The technology wasn’t the issue. Building the core features—scanning, identification, and diagnosis—was straightforward for our skilled developers. But we knew this wasn’t just about building a technically competent product. To succeed, we had to be strategic about timing, differentiation, and marketing.

Timing Is Everything

We had one clear advantage: time. It was December, and the market's growth cycle would kick off in March. The question was, could we get our launch ready by then? If we did, we'd be entering the market just as user interest was about to surge.

The plan was simple: focus on the essentials. Our initial release would be lean but functional. Users would be able to scan plants, receive identification, and get a diagnosis. Beyond that, we’d iterate and add features once the market validated our initial offering. We understood that the learning from this cycle would set us up for the next, helping us perfect the product by the following spring.

Branching Out: How Our AI Chatbot Nurtures User Experience

It was essential to differentiate ourselves early on. While most plant identifier apps stop at plant recognition, we planned to go further. Alongside the core features, we brainstormed ways to stand out. That’s when the idea of an AI-powered chatbot came to life.

We knew that just identifying plants wouldn’t be enough. Our vision was to create an interactive experience— AI assistant for plant care. The chatbot wouldn’t just tell you the name of the plant; it would guide you on how to care for it, warn you about diseases, and suggest treatment options. This feature alone set us apart from 90% of the market.

Our backend developer, Serdar, played a crucial role in bringing this to life. Alongside our AI prompt engineers, we ensured that the bot could assist users in multiple languages. This global approach, supporting 13 languages, positioned us to capture international users—something the leading apps hadn’t fully leveraged.

Taking on Giants with a Proprietary Diagnosis Model

One of the boldest moves we made was deciding to develop our own plant diagnosis model. APIs like PlantNet and PlantID were widely used by our competitors, but relying on third-party services felt limiting. Ahmet Rasim, AI research scientist, worked tirelessly on building an in-house model that could diagnose plant diseases with unprecedented accuracy. When completed, Plantify would be only the third app in the market capable of such a feature. Our AI model was also capable of providing detailed feedback on a plant's health by visually marking related spots directly on the user's uploaded photo. This visual diagnosis feature allowed users to see exactly where issues were occurring on their plants, making it easier to understand and address specific problems. When completed, Plantify would offer a level of diagnostic detail and interactivity unmatched in the market.

This, we believed, would be a game-changer. Plant enthusiasts didn’t just want to know the name of a plant—they wanted to know how to care for it. Offering accurate disease diagnosis would solidify our app as an essential tool for both hobbyists and serious gardeners.

Marketing, Monetization, and the Long Game

Technology was one side of the equation, but we couldn't ignore the business model. During our testing phase, we experimented with various subscription models. We noticed that offering discounts on annual subscriptions during peak season resulted in significant user engagement. Users were more willing to commit to a full year when their enthusiasm for gardening was at its peak. We planned to implement this strategy in the following year, doubling down on these peak periods to maximize revenue.

We also extended our free trial from three days to seven. It was a small change, but it made a big difference. With the longer trial, users were more likely to stick around long enough to get hooked on the product, leading to better retention and conversion rates.

Our branding and onboarding process also evolved over time. Choosing the right logo—a decision between a realistic plant image and a more playful, cartoonish one—was crucial in establishing our identity. Competitor analysis helped us narrow down the color schemes and themes that resonated best with our target users.

Our onboarding process also evolved through experimentation. We started with simple static visuals, then introduced Lottie animations to make the experience more engaging. Through careful iteration and user testing, we developed a visual onboarding flow that effectively communicated Plantify's key features and benefits. This approach significantly improved users' understanding of the app's capabilities and increased their purchase intention. Users could clearly see the potential impact of the app on their plant care journey, making them more likely to invest in the full version. These incremental improvements in our onboarding process reflected our commitment to refining the user experience based on real-world feedback and results.

The Waiting Game

The journey of building Plantify embodies strategic innovation and precise timing in a saturated market. We're not just creating another app; we're redefining the plant identification experience. By leveraging AI, proprietary diagnosis models, and multilingual support, we're aiming to leapfrog the competition. Our approach isn't about fitting into the existing landscape—it's about reshaping it. Plantify represents more than a new entry in the market; it's the seed of a revolution in how technology enhances our interaction with nature. We're not just finding our place in the plant identification world; we're cultivating a new ecosystem where digital innovation meets the passion for plants. Ready to experience Plantify for yourself? Download the app now at App Store and Play Store .

Inspired by innovation and growth? We’re on the lookout for driven, passionate minds to join us and shape the future of plant care tech. Check out our open positions and apply today at codeway.co/jobs