Queen Pelican Case Study

Pelican mascot for queen pelican cleaning, with apron and cleaning gloves

The work is currently being redefined and redesigned as if December 2023

Introducing Queen Pelican

A Visionary Project with Impact

Queen Pelican is not just a typical venture—it’s a seven-year journey that began with a vision to solve a pressing problem and make a meaningful impact. Rooted in my passion for environmental issues and the need to preserve the majestic brown pelicans of Louisiana, this project represents a commitment to positive change and sustainable solutions.


african American man sneezing

Many Austin, Texas residents suffer from severe allergies, but is there a correlation with environmental sensitivities and a demand for chemical free or eco friendly cleaning?  What other sensitivities are present at work and home environments? 

I know someone who has


Allergies 35%


Chemical sensitivities 21%


Disabilities 10%


Special Needs 8%


Introduction: This case study delves into the potential demand for a new green cleaning company, Queen Pelican, which offers eco-friendly cleaning products, services, and artisan soap. The study focuses on the city of Austin, renowned for its environmentally-conscious culture and significant allergy-related issues. The primary objective is to ascertain if the market conditions in Austin are conducive to supporting a green cleaning company like Queen Pelican. Additionally, the study aims to gauge consumer awareness regarding exposure to harsh chemicals at both home and workplaces.

The Problem

Cost Concerns: One significant challenge is the perception that green cleaning services and products are more expensive than conventional alternatives. Some consumers might be hesitant to pay a premium for eco-friendly options, especially if they have tight budgets or prioritize immediate cost savings over long-term benefits. 

Resistance to Change: People are often resistant to change, especially when it involves breaking away from established cleaning routines or habits. Convincing consumers to embrace a new approach to cleaning can be an uphill battle.

Strategies, Possible Solutions & Micro Changes for Adaption

The  primary objective is to identify the goals and challenges that Queen Pelican may encounter as they venture into the green cleaning market and offer some solutions. The key focus is on understanding users attitudes towards eco-friendly cleaning solutions. Through extensive user feedback, we aim to discover valuable insights into customer needs and preferences. These findings will inform the design and development of a website and mobile app that cater precisely to users’ expectations, ensuring a successful and environmentally conscious entry into the green cleaning industry.

Discovery Phase

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 chemicals they are constantly exposed to by conventional 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.

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 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. 

Exploring the Surge in Eco-Friendly Cleaning Products and Services

View the full report

Executive Summary:

This report delves into the escalating demand for eco-friendly products and services within the niche of eco-cleaning, with a specific focus on the Austin, Texas market. The primary objective is to comprehensively evaluate the extent of the upswing in demand for environmentally conscious cleaning alternatives. Furthermore, the report aims to establish a potential correlation between heightened environmental sensitivities, including allergies, and the evident preference for chemical-free or eco-friendly cleaning solutions.


The global shift towards sustainable practices and environmentally friendly products has spurred an increasing demand for eco-conscious options across various industries. In the specific context of Austin, Texas, this report zooms in on the eco-cleaning sector, analyzing the factors driving the surge in demand and the potential influence of environmental sensitivities on consumer preferences.


The research employs a multifaceted methodology to address the research questions. Primary data collection involves consumer surveys and interviews.

Environmental Sensitivities and Preferences:

One of the focal points of this report is to investigate the potential link between environmental sensitivities, particularly allergies, and the preference for chemical-free or eco-friendly cleaning solutions. By conducting surveys and interviews, the report explores whether individuals who experience allergies or sensitivities are more inclined to opt for cleaning products that minimize chemical exposure. This section examines consumer motivations and the role of health considerations in their choices.


In conclusion, the report underscores the undeniable surge in demand for eco-friendly cleaning products and services in Austin, Texas, aligning with the broader global trend towards sustainability. The findings suggest a positive correlation between environmental sensitivities, such as allergies, and the preference for chemical-free or eco-friendly cleaning solutions. As the market continues to evolve, businesses and policymakers have a unique opportunity to promote sustainable practices and cater to the evolving preferences of eco-conscious consumers in the region.

Target Validation

During the target validation phase, a series of questions were posed to assess the target audience’s attitudes and level of conscientiousness towards the environment. The main focus was on determining whether Eco-living was considered a lifestyle choice or merely a concept that they found interesting but hadn’t fully explored yet. To ensure the accuracy of responses and avoid any implicit biases, the questions were intentionally designed to be subtle.

One of the initial inquiries asked participants if they had ever engaged in gardening, subtly probing their eco-friendly practices. Additionally, the questionnaire sought to identify the specific brand of eco-products they used, shedding light on their preferences and awareness of environmentally conscious choices


  • I am willing to spend extra for green 19% 19%
  • I know what’s in my cleaning products 10% 10%
  • Have you used a cleaning business before 65% 65%

The Card Sort Analysis

I used Optimal Workshop for the card sort, which provided me with an immediate sample. No specific demographic was targeted; participants included staff, students, and friends from Austin Community College. I particularly appreciated the real-time data updates.

The tool offered various types of reports to analyze the collected data. Among the available reports, the similarity matrix became my go-to option. It allowed me to quickly identify groupings without delving too deeply into the data. The results demonstrated a strong consensus regarding the pairing of handmade products (soaps), different types of cleaning services, contact information, and social media contacts.

However, Eco-Cleaning stood out as an outlier. It wasn’t grouped with the other cleaning services, which was entirely logical. The Eco-Cleaning category represented a distinct end of the cleaning services spectrum, making it much easier for users to distinguish and locate eco-friendly products or services.

Card sort chart for Queen pelican cleaning


corrected sketch of landing page

Lynn, pictured diligently providing feedback on the prototype, played a pivotal role in shaping the final product. We valued the insights of Lynn and others, incorporating their feedback to refine the design. You can explore the evolution of the project by viewing the high-fidelity prototype sketches here.

The original design underwent multiple iterations. New feedback revealed a necessity to streamline the landing page, achieving a cleaner and more user-friendly interface by simplifying its design.