Case Study

Queen Pelican Cleaning

family cleaning house


Queen Pelican Cleaning is a start-up business with a mission to develop businesss strategies that stresses environmentaly friendly business practices, services and products. How can the business win over consumers who are pro-green in their minds,  but not in their pocket books? 

The Problem

Many consumers are not aware of potential risk conventional cleaning products pose to their health. One reason is because they don’t know the type of cheminals they are constantly explosed to by convential cleaning companies because they do not ask. This information is rarely shared with consumers. The Consumer Product Safety Commissions reports that “90% of polluntants in the homes are caused by a cocktail of items often found in conventional cleaning products. If more consumers understood the benefits of using green cleaning services, the demand for green cleaning services could increase. Users could easily meassure how the benefits of going green cleaning by how they feel.

Update Problems 2022

This problem statement was written in 2022 based on research from 2018.  Had the problem statement been well  defined in the original research, the prototype would have been based on the above statement.  It would have also focused on solutions geared towards winning customers over to green cleaning and not been so design & company focused.   The new problem statement needs to be revised to include problems faced with green cleaning companies in the COVID era.  The case study will be updated this year with new research and a new prototype and design.  

Strategies, Possible Solutions & Updates

Inside of 3 floors of a home

Why Eco-Cleaning?


60% reads labels


40% look for brands when purchasing cleaning products


19% willing to pay more for eco-products


47% know people with allergies & chemical sensitivities


83% favorable rating when asked about green products / services

The Research

The research sought out to determine if Austin’s green culture and allergy problems correlated to consumers seeking out green cleaning products and services.  I needed to find out how important those things were and how far consumers would go to reduce their exposure to harmful chemicals.

Either me or someone at my work/home have one of the following:


Allergies 35%


None 25%


Chemical sensitivities 21%


Disabilities 10%


Special Needs 8%

The Challenge

How does Queen Pelican overcome two dichotomies? The first is an 83% favorable rate when asked about green cleaning products. The second is  the fact that only 19% will pay more for green cleaning products and services?

Interviewees expressed concerns about potential exposure to harmful chemicals in their home and work environments.  Those concerns did not always match their purchasing habits.  Queen Pelican Cleaning’s challenge was to find ways to influence them to get past these ambiguities.

Solutions Update

Queen Pelican can’t operate with the same green cleaning company model prior to COVID-19.  Three companies in the  Heuristics report have updated their sites to include disinfection cleaning services.  All three websites have made adjustments to their business models.  that means QP’s final website design is obsolete and incomplete.  There are changes that can set QP apart from the competition just from a short study of the competition’s updated websites.  


The original Heuristics report needs to be updated to include changes companies have made due to COVID-19.  All companies in the original heuristics research have updated their cleaning services to emphasize their disinfectant services.  One company has a COVID policy on the top of their home page.  The images below reflect some of the changes.  The new, post COVID services are circled. 

This site is still  in the building process

Discovery Phase

Target Validation

In this phase, a  series of questions were asked to validate the target audience’s attitudes and level of conscientiousness towards the environment. Was Eco-living a lifestyle or just a cool idea they would get around to thinking about? My questions were purposely subtle to avoid any implicit biases…  One of the first questions asked was “have you ever planted a garden?”  What brand of eco-products did you use?

Devices Used to Complete the Survey

  • PC’s and Laptops 49% 49%
  • Tablets 5% 5%
  • Mobile Devices 46% 46%