Overview
PROJECT TYPE
Concept
My Role
Research
UX Design
UI Design
Deliverables
Personas
User Flows
Wireframes
Low Fidelity Mockup
High Fidelity Prototype
Tools
Sketch
InVision
Competitive Analysis
Time
Three weeks
The Problem
Rosehouse Botanics’ current website does not have all of their products on the website and their information architecture is not clear.
The Solution
Utilize research, card sorting, personas, and user flows to redesign the website to lead to more purchases and happy customers.
Research
Competitive Analysis
I decided to start my research with Competitive Analysis to learn a little bit more about the industry and see how other companies were being successful.
The Sill -
Has lots of filters for people with specific needs
Home Depot -
Clear, large images, not busy photos with short descriptions
East Fork Pottery -
Colorful images, crisp and clean layout
Personas
I wanted to create a couple of personas from my research to have a better understanding of who my users are and what their goals and frustrations are. During my interviews, I found that most people fell into two categories either experienced or very unexperienced plant owners. This idea as well as my other findings lead me to creating the two following personas:
Devon
The Aspiring Plant Mom
“Pretty and easy to take care of those, are my two criteria.”
Goals:
Improve the appearance of her home
Find a plant that’s easy to take care of
Don’t kill the plants
Frustrations:
Doesn’t have enough time to do a lot of plant research
Doesn’t have time to go to the store
Amy
Lives iN A Nursery
“I can easily take care of the plants in my life, and need some more!”
Goals:
Find plants that fit her aesthetics
Have an enjoyable plant purchasing experience
Shop local
Frustrations:
Sometimes can’t find the types of plants she’s looking to add to her apartment
Is worried about plants getting damaged in the delivery process
User Flows
The Aspiring Plant Mom
Lives in a Nursery
Wireframes
I did my best to maintain the elements of the aesthetic that I liked about the original websites while adding features like filtering for different types of plants, simplifying the navigation, making a more streamlined checkout process and creating a quiz for people who don’t know what kind of plants to buy. These were all insights that I gained from interviews and contextual inquiry.
Navigation Bar original sketch
Navigation Bar with dropdown
Plant filter original sketch
Plant Filter Finalized
Quiz Wireframes
I found during my interviews that novice plant buyers were easily intimidated by the plant buying experience. To counter this, I created a quiz with very approachable language so they feel comfortable and won’t shy away whether they’ve killed plants before or haven’t attempted to keep them alive.
Moving to higher-fidelity
I utilized elegant and clear design so customers can move through the website with ease, hopefully finding some plant inspiration for their homes.
• Fresh additions to the Rosehouse’s stock
• A quiz for “new” plant parents that don’t know where to begin
• Rosehouse loves being a part of their community so I wanted to showcase their upcoming events. This was added after completing User Testing
Some “plant-spiration” from Rosehouse’s Instagram.
Mid Fidelity Prototype
Devon the Aspiring Plant Mom’s Flow
View InV
ision Prototype
Thoughts and Conclusions
Doing a concept piece like this from beginning to end was a great learning experience for me. I was able to learn a lot about e-commerce sites and will continue to make improvements in the future.
After making some iterations on my screen, I uploaded them into the inVisionapp to make my prototype clickable. I quickly learned that I should start involving this process earlier as there were some changes with sizing and layout that I had to make.