Responsive Redesign & Portal Integration
Project Overview
Revitalizing an Online Plant Store to Re-emerge as a Market Leader
Background
Understanding the Existing PlantHouse Model
PlantHouse, a well-established premium plant store and terrarium workshop, has shifted its online offerings, now exclusively featuring plants and plant care tools in-store across its ten east coast locations. They provide plant enthusiasts with DIY terrariums, workshops, premium plant shopping, unique ceramics, and a drink at the PlantBar while shopping.
Competitive Analysis
Market Analysis for PlantHouse Redesign
The global houseplant industry is experiencing exponential growth, projected to reach $27.1 billion by 2025, presenting a compelling opportunity for PlantHouse to enhance its online presence.
Through this competitive analysis, it was made clear that PlantHouse should align its offerings with market trends to maximize its competitive advantage and capture a significant share of this expanding market.
User Research
Surveying Plant Parents to Understand Their Behaviors
I conducted a survey with eight passionate plant enthusiasts to gain insights into their shopping behaviors and preferences. Through targeted questions, we explored motivations, challenges, and purchasing habits, providing valuable insights for PlantHouse's redesign strategy.
"I worry the plants will arrive dead or damaged from online stores."
- Participant 6
Target Personas
Connecting Plant Passion Across Generations
My research unveiled millennials to have driven a 65% global surge in plant consumption, with Gen X and Baby Boomers also contributing significantly. This insight drove the creation of segmented personas based on generational demographics, ensuring PlantHouse's redesign considers a diverse range of audience preferences and needs.
Research Synthesis
Transforming Challenges into Innovative Opportunities
By reshaping challenges into opportunities, a flow of ideas and innovations were sparked. The posed questions paved the way for impactful improvements, ensuring a user-centric approach in crafting solutions for all identified pain points.
Feature Roadmap
Defining Priorities, Roadmapping Consumer Driven Solutions
I strategically tackled key issues in the plant consumption market by integrating solution-oriented features. While competitors highlighted the importance of certain features, I identified a market gap and introduced an innovative new feature: a comprehensive plant portal.
Sitemap
Developing Intuitive Navigation for Enhanced Shopping Experiences
Given the scaled-back state of the current PlantHouse website, the information architecture underwent meticulous planning, informed by thorough user and market research. Navigation titles and pathways were carefully defined to accommodate diverse user shopping behaviors, while curated resources cater to a range of user preferences.
Task Flows
Guiding Users Towards Success & Engagement
I carefully considered each flow to ensure the smooth integration of new features and meet diverse user needs. These pathways serve as the backbone of the platform, guiding users effortlessly, enhancing their journey and driving engagement.
Design Principles
Fostering Connection Between Users & the Brand
Drawing from PlantHouse's existing company model, a set of design principles was established to reflect the brand ethos and prioritize user satisfaction. These principles underpinned every design decision, ensuring a visually appealing and user-friendly platform that harmonizes users with the brand.
Rebranding
Creating Brand Consistency
In rebranding PlantHouse, I maintained the retro, bohemian aesthetic of the current website, extending it to a new logo design for brand consistency. Additionally, I emphasized a casual, friendly tone across the website to enhance user engagement and connection.
Content Outlining
Organizing Content to Inform Wireframe Development
Creating content outlines and pairing them with inspiration aided in the formation of my low-to-mid fidelity wireframes. This method enabled me to conceptualize key elements on primary pages and provided valuable direction for the design’s layout.
Low to Mid Fidelity Wireframes
User-Centric Design Evolution
In creating wireframes, I aimed to deliver a unique user experience that sets PlantHouse apart from competitors. I focused on ensuring familiarity and intuitiveness while showcasing the brand and its new features. Iterative refinement was crucial in streamlining sections and optimizing information hierarchy.
Home Page
Welcoming Users to the New PlantHouse Experience
The redesigned homepage offers an immersive experience, introducing users to the updated PlantHouse brand, its mission, and new features. Through curated plant care resources and diverse shopping options, users are welcomed into the PlantHouse community, catering to their journey as plant enthusiasts.
Product Collections
Facilitating Product Discovery with Multi-Level Navigation
Streamlined navigation guides users to their desired products or product categories with two levels of collection pages. This is reinforced by sub-navigation, 'shop all' buttons, and diverse product collections. Product tags further classify items, highlighting their benefits and helping to direct users to their best suited product.
Product Page
Garnering Trust with Transparent Product Support
The product pages were meticulously crafted to instill confidence in users by providing comprehensive care overviews, detailed product specifications, and transparent information about shipping and guarantees.
This transparency reflects PlantHouse's commitment to supporting plant parents, further reinforced by shopping consultations and seamless access to the plant portal in subsequent sections.
Cart + Checkout
Streamlining Conversion & Integrating In-Store Pickup
These pages were designed to ensure seamless conversion, prioritizing user convenience and satisfaction. Leveraging Shopify’s checkout page, I integrated the option for in-store pickup, providing users with instant gratification and a personalized touch. Following checkout, users are promptly directed to their personalized plant portal.
Plant Portal
Empowering Plant Parents Through a Comprehensive Portal
The PlantHouse Portal serves as a bridge between plant consumption and care, embodying PlantHouse's commitment to providing lifelong support for users and their beloved plants. It removes the need for PlantHouse users to seek care elsewhere, particularly paid apps, by consolidating their plant collection, care and resources in a single, convenient location.
Responsive Design
Seamless Shopping Across Various Devices
Each page was designed to adapt smoothly to different screen sizes, ensuring an exceptional shopping and browsing experience across a wide range of devices.
UI Kit
Applying Design Consistency
To ensure consistent implementation of design components throughout the site, I developed a comprehensive UI guide outlining color palettes, typography, and reusable UI elements.
Usability Testing
Elevating User Experiences Through Implementing Valuable Feedback
User testing underscored the importance of enhanced navigation, visual coherence, and seamless access to the plant portal post-checkout for optimal user engagement. Subsequent iterations were guided by this feedback, resulting in a more cohesive and thoughtful product design that aligns closely with user needs and preferences.
Reflection
