Website | Between the Leaf
Led the creation of a high fidelity website prototype for a client, focusing on intuitive user experience. Conducted thorough user research, and crafted detailed wireframes and interactive designs aligned with brand goals. Emphasized usability testing and iterative refinement, delivering a polished prototype that surpassed client expectations.
What exactly is the problem?
Between the Leaf (BTL) Plant Co. is a growing plant and pot store currently selling exclusively on Etsy. With aspirations to transition to a more professional and customizable online platform, BTL wanted to design a dedicated website that would drive revenue, enhance brand exposure, and provide a superior user experience. I was tasked with designing this new website, with a focus on creating a user-centered, visually appealing, and functional design. BTL would handle the development phase separately.
Client Goals
Drive Revenue: Create a user-friendly e-commerce platform designed to increase sales and average order value.
Enhance Brand Exposure: Build a professional website to elevate BTL’s online presence beyond Etsy.
Improve User Experience: Develop a website that offers a seamless, engaging, and educational shopping experience.
The research has only just begun.
To design a user-centered website, I conducted user research using several methods. I started with surveys to gather quantitative data on user preferences and pain points in online plant shopping. The surveys were distributed to existing Etsy customers as well as potential users interested in purchasing plants, ensuring a comprehensive view of their needs and expectations. I then conducted user interviews with a mix of current Etsy users and potential customers. I used open-ended questions to encourage detailed responses and uncover deeper insights into their preferences and frustrations. I conducted a competitor analysis by reviewing websites of other plant and pot stores. The analysis focused on examining key features, design elements, user flows, and the overall user experience of these competitors.
Survey findings:
Users valued detailed product descriptions and high-quality images.
Many expressed frustration with Etsy’s limited customization options and complex checkout process.
User Interview findings:
Users preferred a visually appealing website with easy navigation.
A strong demand for educational content on plant care was noted.
Competitor Analysis findings:
Competitors often included robust search functionality, educational resources, and interactive elements like plant care guides.
Identified best practices for product presentation and user engagement.
Let’s nail down some design.
1. Information Architecture:
Based on the research, I developed a clear information architecture to ensure intuitive navigation and a user-centric design. The main categories were defined as Plants, Pots & Accessories, and Plant Care Guides. Advanced search functionality with filters was implemented to facilitate easy product discovery. Additionally, a dedicated section for plant care tips and articles was included to engage and educate users.
2. Wireframing and Prototyping:
I created wireframes to outline the structure and functionality of the website, which were refined through feedback from both BTL and potential users. Clickable prototypes were developed to illustrate the user journey and design interactions.
3. Visual Design:
The visual design was crafted to reflect BTL’s brand identity and provide an appealing shopping experience. You can learn more about the logo rebrand on my graphic design page. Once finalized, I created high-fidelity clickable prototypes that incorporated the brand identity. These prototypes included a visually engaging homepage with a hero image showcasing BTL’s bestsellers and promotions, product pages with detailed descriptions and high-resolution images, and a simplified checkout process featuring a progress indicator, multiple payment options, and an easy-to-use cart management system.
What do the people have to say?
Usability Testing: The goal was to assess the ease of use and effectiveness of key features. Participants, who were representative of BTL’s target audience, performed tasks such as searching for products, navigating categories, and completing purchases. The testing revealed that users initially struggled to find specific product categories. Although the checkout process was generally positive, it needed minor adjustments to the payment options. Consequently, improvements were made by enhancing the visibility and labeling of product categories and refining the payment layout for better clarity.
The results are in.
The design phase resulted in:
Increased Client Confidence: BTL received a clear, professional design that aligned with their brand and business goals.
Enhanced User Experience: The design was well-received in user testing, with positive feedback on navigation, visual appeal, and ease of use.
Wrapping up.
The project successfully met BTL Plant Co.’s objectives by delivering a user-centered and visually engaging website design. This new platform is poised to enhance BTL’s online presence, drive revenue, and offer an improved shopping experience compared to their previous Etsy setup.
Next Steps
Development: BTL will move forward with the development phase to bring the design to life.
Post-Launch Evaluation: Plan for ongoing user feedback and iterative improvements based on real-world usage.
