Urban Botanicals, an online plant shop, approached me to redesign their e-commerce website to improve user experience, modernize the visual design, and ultimately increase conversion rates.
The Challenge
The client was experiencing several issues with their existing website:
- High cart abandonment rate (over 75%)
- Poor mobile experience
- Confusing navigation structure
- Outdated visual design
- Slow page load times
Research and Strategy
I conducted user research to understand customer pain points and expectations:
- Analyzed user behavior via heatmaps and session recordings
- Interviewed existing customers
- Reviewed competitor websites
- Conducted usability testing on the existing site
This research revealed several key insights that guided the redesign strategy:
- Users struggled to find specific plant types and care information
- The checkout process was cumbersome and required too many steps
- Product images were inconsistent and often didn't show plant scale
- Mobile users had difficulty navigating category pages
Design Solutions
Based on these findings, I implemented the following solutions:
- Created an intuitive category structure with clear navigation
- Designed a streamlined 2-step checkout process
- Implemented consistent product photography with scale reference
- Developed a fully responsive design optimized for all devices
- Added a "Plant Finder" quiz to help users discover suitable plants
Technical Implementation
I worked closely with the development team to ensure the design was implemented accurately and performed well. Key technical considerations included:
- Performance optimization for faster loading
- Accessibility compliance
- SEO best practices
- Integration with their inventory management system
Results
After launching the redesigned website, Urban Botanicals saw significant improvements:
- 35% decrease in cart abandonment rate
- 28% increase in mobile conversions
- 42% increase in average time on site
- 25% increase in average order value
The client was thrilled with both the aesthetic improvements and the measurable business results from the redesign.