Evolving retail norms are driving opportunities for new consumer-direct companies.


As Gen-Xers and Millenials surpass Baby-Boomers as America's top purchasers of home goods, retailers are scrambling to adapt to changing purchasing habits.

Still, large purchases and those dictated by "feel" and "comfort" face barriers in online shopping.

Some companies have convinced consumers by leveraging "easy returns," but for many, trying before buying is still essential.


The first step is understanding who our customer is and what relevant trends will converge in the future.


User archetypes help to clarify consumer profiles and tell their stories.

Presentation excerpt of user archetype looped below.

Gro is a scalable, collapsible furniture platform with a mobile retail experience.


How can consumers "try" larger goods without visiting a store?

How can retailers offer a showroom experience without a physical location?

Mobilizing a freelance sales force with demo units offers a mutual win for consumers, drivers and ride share services. Buyers get to try products at home, freelance drivers can increase income on their own terms and services offer more value to their partners without extra capital expense.

How does increased portability impact the user and product life cycle?

Increased portability and the option to update components allows users to dramatically extend the product life-cycle without concessions.

Understanding industry competitors and attractiveness during design helps shape product outcome strategically.

Acknowledging Gro's vulnerability to new entrants helps inform a road map that protects IP through continued innovation and service expansion.