UX Project: Redesigning Chlorofeel, plants and accessories online store
Introduction:
With the growing trust in the gardening community and the ease of finding online reviews, online plant stores have experienced a significant surge in sales. The global trend of building home gardens has led to more nurseries and indie plant stores transitioning to online platforms, resulting in heightened competition in the industry.
This project is my own initiative as a UX student to apply user experience design principles and methodologies in order to address a specific problem or enhance a digital product or service.
Goals:
For my UX project, the primary objectives are to redesign a user-friendly and visually appealing website for an online plant store. By developing a clear hierarchy in content layout and incorporating prominent call-to-action elements, the aim is to create a seamless and positive user experience. Sustaining users' interests, keeping them engaged, and encouraging return visits are key considerations in this redesign. Additionally, the project aims to enhance shopping engagement through customized fields that cater to the unique needs of users.
Problems:
Confusing Navigation — Uncommon names on the main bar make website navigation unclear, leaving users unsure of the purpose of each category they click on.
Cluttered Design — The website contains an overwhelming number of design elements, including mismatched photos, videos, and illustrations, which can drive visitors away.
Poorly Written Copy — Unclear and confusing copywriting negatively impacts the credibility of the business and frustrates users.
Lack of Clear Call-to-Action — The website lacks a clear call-to-action, making it difficult for users to understand its purpose.
Suboptimal Shopping Experience — The shopping experience can be improved by highlighting sale and promotional items and implementing additional product sorting options such as by price, newest products, and easy maintenance plants.
Lack of Page Progress Indicators — Users cannot anticipate the number of pages or scrolling required to complete the shopping process, leading to potential frustration.
More than a Design System, the Brand needs an Identity
When reviewing the website, I discovered a lack of consistency in the design identity, specifically concerning the logo. I identified five different variations of the logo, each with a significantly different appearance. In order to establish a strong and cohesive brand identity, it is crucial to recreate the design identity and ensure that the logo is consistent throughout the website.
Quick Glance at the Final Prototype
Please note that this is a school project and all images used are for reference purposes only.