Challenges, Constraints and Proposed Solutions:

• The limitations of their existing Shopify website template :  

  By creating a high fidelity prototype in Figma, we showed the client how they could have greater control over the design and functionality of the website.

• The disorganized Information Architecture and Main Navigation:

  We conducted open & closed card sorts and comparative research to better sort through the inventory categories, as we ourselves learned more about the plant categories and many one- of- a kind items.

  We consulted with a few rare plant collectors to get a better understanding of rare plants and the tools and accessories used in caring for them.

  We landed on a more intuitive way to sort the inventory, which provided better descriptions of the product categories and other specialized products used in the planting and propagating process. 

• The FAQ Page:

  We added a new page that provided more clarity about the shipping and handling process. This instilled greater trust in Plant the Studio’s business.

  We included a detailed explanation of the ‘Winter Plant Guarantee” with an “add on” to the checkout flow. This made checkout flow more seamless and thorough and ensured that users didn’t miss the opportunity to purchase this important insurance coverage.

• The very brief “About Us” section was missing compelling storytelling:

  I wrote a bio/summary of  Plant the Studio’s story. I embellished their story to strengthen their brand identity and credibility as Rare Plant Sellers and Collectors. A key part of the story was explaining how the name “Plant the studio” literally meant “Planting their studio (apartment.)”

  This summary really helped establish Plant the Studio’s brand identity. Adding a photo of the founders also made the website more personable and engaging, as we later learned in our usability testing.