![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/b1459525-498d-4979-9cac-701d7f8d4183_rw_1920.png?h=c204040babf3657d2a1421927e894b21)
Project
Design an eCommerce website for web and mobile
Role
Solo UX Researcher and UI Designer
Time
3 weeks
Tools
Sketch, Invision
The Client
Danielle Draper runs a small, plant-themed gift shop in Portland, OR called Vine & Dandy. What sets her apart from other plant shops is her love of upcycling - she looks for fun, vintage items and repurposes them into planters for small plants and succulents. Her shop has an incredibly fun vibe and a creative energy, and locals often stop in out of sheer curiosity. However, she has no online presence outside of social media and has not previously considered building a website or implementing ecommerce in her business.
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/c412c67d-d7b3-4c8d-877e-d1b907ee1351_rw_1200.png?h=890fcd0b8c28ba38fb497bda28bebe3f)
First thing's first: what are other stores doing right?
I completed a cartesian plot, mapping every potential competitor I looked at, taking recommendations from from client suggestions and my own research, to compare them on two factors:
Warehouse vs. Boutique
I.e. how 'fancy' is it?
I.e. how 'fancy' is it?
Gift Shop vs Plant Nursery/Florist
I.e. what percentage of their inventory are plants vs gifts
I.e. what percentage of their inventory are plants vs gifts
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/566dc04d-73a5-40e3-9b0d-dfcda35ef3b1_rw_1200.png?h=63ab0eda288a566e77e22f627203638b)
I found most of Vine & Dandy's competitors are leaning towards the boutique side of the scale.
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/feb506af-82e6-491e-bed2-cdc7739bdaf1_rw_1920.png?h=2274509f08db8cbdb2a7b366d8d485bb)
I then performed a competitive analysis of other similar stores in the Portland area as well as organizations that sell plants online. I compared web presence, features, and layout trends.
I found that while plant shops are a dime a dozen, not many of them are actually selling plants online.
What do plant buyers think?
Once I started to get a feel for the competition, I moved on to performing user interviews. I interviewed five people - from a casual buyer to a botanist. I also put out an online survey to my personal network. From these, I received some key insights about what's important to them when they shop for plants:
"I like to support local business. That's important."
"I want to see if a plant is healthy, and to ask questions on proper care."
"What can't I kill?"
"It brings me joy to be able to nurture something and watch it grow."
"I want to see what a plant looks like in its pot before I buy either."
"I choose a plant to fit a space, not the other way around."
As part of some interviews, I performed user testing wherein I asked them to purchase a succulent and a planter at the website for Pistil's Nursery, a local Portland boutique with an online store. I found that the users were conscientious of price as well as style. I also found that they got hung up on unclear descriptions - if there are 3 plants in an image, does that mean that it's $15 per plant or for the whole set?
Defining the User
I defined three user personas who would be using my minimum viable product.
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/f2139bac-7ce4-4cce-b74b-2a90c5554461_rw_600.png?h=f460930788fad6f1cd570dc0e1cf6247)
Alicia
Motivation: Likes to have a few low maintenance plants in stylish planters to decorate her space.
Goal: Wants to easily buy plants and doesn't want to spend a lot of time choosing them.
Pain Points: Plants and planters can be too pricey, and doing research on care is a pain.
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/11629f07-e9f8-49d1-9d23-3564f33b0414_rw_600.png?h=ef5d0dff779678dfaba0026b9e50ef10)
Ashley
Motivation: Likes to care for plants and doesn't mind reading up on different kinds.
Goal: Wants to liven up her space with lots of healthy plants and be able to look up their care instructions easily.
Pain Points: Does not like finding out that a plant is unhealthy when she gets it home.
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/3dc5a49a-19f5-4d0a-bdfd-7b06b06a4f84_rw_600.png?h=7d8178d77ae582d3dcf192f46cc34b7b)
Sandra
Motivation: Loves nurturing plants because she grew up raising them with her grandmother. Adept at taking care of them, even high-maintenance varietals.
Goal: Wants to be able to quickly mix and match a plant and planter to suit a space in her yard or garden.
Pain Points: Large stores and local shops do not always have a good selection, and it can be hard to tell what a plant will look like in a planter without actually seeing it .
With the users' respective problems and pain points in mind, I began ideating features to include in the MVP.
• The ability to choose both a planter and a plant to put in it so users like Ashley and Sandra can mix and match
• A blog where users like Ashley can get recommendations and more detailed care instructions
• A tool that allows you to preview what a plant would look like in a planter before you buy it for users like Sandra
• The ability to have plants delivered locally via Postmates or to be picked up in-store because users like Ashley and Sandra may not trust that a plant will survive the shipping process
With these in mind one of the solutions I ideated is a tool that allows one to customize plants and planters and then add any combination they create to the shopping cart automatically.
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/d97fb3ad-d240-4e48-84a5-879c55ee8d76_rw_1920.png?h=2fad212bf0489f29bcd420d46eb385dd)
User flows
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/11157933-710d-4351-a66a-419cecffe694_rw_1920.png?h=6fdd6fe1454d4d2d38658a81aa756e88)
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/178f9aa3-e718-4f22-8512-1c9f786ea40a_rw_1920.png?h=fd95e80497c8b069ed35cab67e4ffc5d)
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/5622fdac-28a6-4f44-8064-928ba1db73c8_rw_1920.png?h=87804eedad765cf59bbb3b0df584e639)
If you build it...
To demonstrate these flows, I constructed a medium fidelity prototype.
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/efa90c5b-604a-477a-83fa-b621a83b2897_rw_1920.png?h=6c2e2944ac49225c5eed9ebee4bece79)
User Testing
After building the initial prototype, I took it back to a few of the users who I had interviewed for them to play around with. With their input, I made a few corrections. For example:
• Small tweaks to the payment information page in the checkout flow to make it easier for users to navigate: including placeholder text in the expiration date and using 'Submit Order' on the button instead of 'Continue' to indicate that this is the final step in the process
• Added a box to the selected item in the Planter Builder so the user knows where they are in the navigation
• Switched the planter category items from a drop down selector to toggle buttons to simplify the process
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/05ec70d1-ea0e-4575-85f3-092b08cfcb22_rw_1920.png?h=64b21b115ebc5e178d7436bb64b36d6d)
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/b57ae4a5-8981-44a5-a012-70e86c363ab6_rw_1920.png?h=e431930f78e7372f204741050f991ea6)
Client Review
After making these additional tweaks to the prototype, I had a video conference with the client to show her the prototype. Overall, she was pleased with the direction of the project. However, she did have a few comments:
• She liked the idea of the Planter Builder, but suggested it would be difficult to make work with her products and time-consuming to archive every plant and planter she has
• She preferred using an olive green color with gold accents versus the teal that is featured in the prototype. She also described the font as 'cutesy,' and wanted something with a more 'classy' feel
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/6ecc0805-7651-420d-a074-c7ff56139b83_rw_600.png?h=5e01d230d53cdfabaded5db3044f4655)
Refining the Design
With feedback from the users and from the client. I developed a design system and constructed high-fidelity wireframes of the initial prototype screens as well as mobile versions of the existing pages.
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/2b44f608-7b5c-4230-ae1e-f83c6f07b451_rw_1920.png?h=c29ddaae3c8d091b10891cf5481a0b31)
Homepage detail
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/2f7081b9-1953-42ef-834e-550589aa5ec8_rw_1920.png?h=3e5600f576bf73269ff36fe6ddce5056)
Product detail page detail
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/43be9582-97a4-4eee-9280-88efa9f481ea_rw_1920.png?h=4a6df5eb8e23b906cdb411229ff20823)
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/0588e2e9-32ea-476c-b4d1-bbe324da328c_rw_1920.png?h=72fd1786d5c1e5fc49e64565e6e252cc)
![](https://cdn.myportfolio.com/e5176fef-ee6b-45b0-8436-915a9488f87f/424d3d7e-14b0-4193-9255-e1d0cf6fa613_rw_1920.png?h=c57e5505c1c661ab234200f8dd644b84)
Next Steps
After building these mockups, Dani is excited about the idea of her website. The following is necessary to see this project through to the next level:
• Build out further iterations of the pages of the website
• Catalog the items in her store and photograph her products
• Send the design and the catalog to a developer to build the final product