The LA Garden — Valerie Navidad

The Los Angeles Garden E-Commerce Website

User focused web design for an Artisan’s website.

Overview

Local Small business owner Diana came to me feeling that the The LA Garden outgrew its original website. It was time to reposition it to maximize success. We decided to spread our roots and go outside of the website to better understand our audience.

Role

UX Researcher

Product/UI Designer

Duration

3 months

Independent Project

This particular project was an independent project with the mentorship of my professor John Deyto.

Design Challenge

Vast Inventory

The challenge with The LA Garden's original site is, we did not know how to promote it. The inventory was vast so we decided to go outside of the website to understand what our audience would find the most convenient. A deep understanding of the problem was the first step.

Research

After conducting surveys with 8 users and looking at metric data provided by the business owners Shopify Website and Instagram Business Page we created Marie.

Interviews revealed 3 insights in Marie’s preferred shopping experience.

Marie Appreciates clear communication.
Marie holds quality of products of high importance.
Marie is cued by social media and is tech savvy.

Testing

To truly understand our users goals when visiting The LA Garden website we decided that conducting a Google ads campaign to discover key words and products that our users were searching for would be the best course of action.

Click Through Rate

Succulent Arrangements
Mini Cactus
Personal Planters

Design Opportunities

A client focused design approach.

Through our research and testing we gained a greater understanding of what our users expectations were when they came to The LA Garden website.

The Journey Information Architecture

Map, Simplify, and Iterate

Together with the client, we iterated over information architecture. To produce the architecture we utilized a mixture of workshop sessions and remote calls.

Wireframes

The highly sought after products are at the forefront. With the information we received from the Google Ads we knew that Succulent Arrangements belonged in the heading so we opted for the design on the right (pictured below).