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Product Design
10 min read

e-Commerce Website for Nursery

e-nursery website that allows you to plan your living space and bring those ideas to life by simply placing an order.
Client
PlantDeck Services Pvt. Ltd.
Tools Used
Figma | Illustrator | Photoshop | Lightroom
Project Overview

About PlantDeck

PlantDeck is a socio-economic startup that offers green landscaping services with a focus on quality, sustainability, and ethical sourcing. They have a vast selection of plants and planters and were looking to start retailing online.
Deliverables
Informtaion architecture | User flow
Wireframes | Hi-fidelity mockups

Problem

The founders were looking to retail their products online with the goal to expand their business.

Design Solution

I designed an e-commerce website that showcased their product offerings and allowed them to make purchases online. The website also contained space design ideas, using inventory from their own products to engage new users and encourage product trials.
Research

Research Insights

After the initial discussions with the founders, I started with online research. I then created a questionnaire and also conducted interviews with some of the existing and potential customers for a deeper understanding of their expectations and challenges.

We concluded that the e-nursery market seems to be on the rise and a good opportunity to explore.

Industry Landscape

There are a few online nurseries but there are gaps in demand and supply. Enthusiastic gardeners prefer to go to offline nurseries to buy plants. People who wish to order online desire ease of ordering and a smooth post purchase experience.

Business Trend

The convenience of doorstep delivery of plants and decorative pots is lucrative. In recent times plants have become a popular gift item. Not wanting to miss out, other e-tailors such as Snapdeal, Pepperfry, etc. have all started stocking modest ranges of plants.

Customer Analysis

Young professionals look for indoor plants for decor and gifting. Home owners between the ages of 30 to 55 look for garden and balcony landscaping.

Industry Opportunity

With the air quality declining and the rising heat in summers as a result of climate changes in the recent years, there is increasing awareness and demand for plants at homes.
Dashboard mockup
Empathise

User Personas

Based on in-person interviews, I created two fictional but realistic personas representing our ideal users. They helped the team empathize with target users and agree on design decisions.
Smitha N. | 40 F
Business woman
Income: Rs 1.5 Lakh/month
Lives in Banjara Hills, Hyd

Goals

Have an elegant living space. Increase social influence and grow the boutique business.

Needs

Tastefully designed and easy to maintain home.

Frustrations

Short on time. Constant mental
load of managing home, kids and business

Motivations

Convenience
Appealing aesthetics
Pleasant experience
Darun Kshitij | 28 M
Software Engineer
Income: Rs 60K/month
Lives in Hi-tech City, Hyd

Goals

A relaxing home set up to unwind after a long day.

Needs

Being able to order online.
Easy set up at home.

Frustrations

Doesn’t know much about gardening.
Plants he’s tried before died.

Motivations

Design ideas
Quality products
Care Guides

How Might We

Make purchasing plants online an enjoyable experience?
Dashboard mockup
Analyze

User Problems

The following were common concerns for the targeted user base.
Feeling intimidated by lack of knowledge on how to maintain house plants.
Worried about house plants dying on them.
Concerned about over-paying and receiving lower quality product as compared to offline nurseries.
Ideate

Design Solutions

Powerful, self-serve product and growth analytics to help you convert, engage, and retain more users. Trusted by over 4,000 startups.

Lead with Space Design

Design ideas will create interest, drive engagement and help form a vision for user’s living spaces.

Mobile first approach

Ensure a well-designed first impression of the brand as users typically tend to look up the brand on their mobile devices.

Easy navigation

We want easy discoverability of products and a seamless experience while making purchases.

Consistent Branding

We want users to immediately be able to distinguish the brand. Therefore we want consistent visual language.


Flow Diagram

The User Flow tracks a user’s journey through the website. We’re leading with engaging space design ideas which guide a user to products and making purchase decisions.
Header image

Wireframes

Designed an intuitive flow guiding users to products through space design collections.
Design

UI & Content Design

The final website incorporates the brand colours and overall aesthetic to ensure visual consistency and brand recall.

Quick access to popular Sale Items

Based on common searches andpurchase behaviour.

Landscape Design showcase

Featured further down the page, engage users not looking to immediately make a purchase decision. Showcase quality design work. Show industry leadership through associations with name brands and bigger projects and generate leads for similar design projects.
iPhone mockup

Hero Carousel

Hero Section for special product showcase/running promotions or season specials

Living Spaces design

Design ideas create interest, drive engagement and help form a vision for user’s living spaces. Product selections based on different Living Spaces.

Plant - pairing ideas

Showcase for plants that go together or that thrive in similar light/shade conditions.
Design

UX Design Features

The mobile first approach required working with limited screen space. All elements on the screen, are therefore designed to ease users in interacting with the website.

Useful Navigation

Combined Shopping Cart and Wishlist in one. Easy to move items between the two. Easily accessible search and collapsed accountand purchase related items.

Horizontal Sliders

Allows users to quickly browse and access most preferred menu items.

Intuitive User Flow

The different sections address different business and user needs. The first few sections of the homepage are designed to drive users to different products and lead them to making purchase decisions. As users scroll further, content is more engaging to keep interest and create brand recall.
Header image
Upload UI elementUpload UI elementUpload UI element

Learnings & Design Modifications

Based on stakeholder feedbacks, we decided to remove the e-commerce aspect of the website and instead, use the website to showcase living spaces design work, engage users and generate leads.

Removed purchasing options for individual items

Small ticket purchases did not align with the company’s no-plastic stance. There were problems with packaging, logistics and managing delivery experiences.

Focus on space design

The response for space design was positive. Users enjoyed browsing living space designs ideas and expressed interest in recreating those areas in their homes. Showcasing completed design projects helped.

Community Spaces

Creating a community would help grow industry recognition and bring more opportunities for collaboration with interior designers on space design projects.
iPhone mockup
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