Painted Flower Farm
A Case Study in Website & Brand Redesign
OVERVIEW
PROJECT TYPE
Website Redesign
Brand Refresh
MY ROLE
UX Researcher
DURATION
8 weeks
UX Designer
Information Architect
THE PROBLEM
Painted Flower Farm’s website had nearly the same design and structure during this design project as it did when it was first updated in 2007. While the content of the website was well-considered and offered many resources for gardeners, community organizations, and researchers, it lacked in user-friendly functionality that could help increase revenue.
HYPOTHESIS
An increase in engagement, revenue, and services will occur for Painted Flower Farm if there is an updated source of information for potential shoppers and clients.
DESIGN EVOLUTION
I initially worked with a team to rebrand and redesign Painted Flower Farm's website. Two years after that design process, I applied my new research skills and knowledge of digital accessibility to another redesign of the website.
The original redesign with my team was focused on aesthetics but lacked in color contrast accessibility and information architecture that best suits the needs of the business.
FINAL REDESIGN PROCESS
RESEARCH
Surveys, interviews, site visits, and proto-personas
DESIGN
Ideations, sketches, and low-high fidelity designs
TEST
Moderated usability tests and user interviews
Background
Painted Flower Farm is a small family-owned plant nursery in Denton, Texas. They specialize in producing and selling plants that are native or have adapted to thrive in the environment of North Texas. The local business's initial website was outdated and lacked key features that could support growth and operations. After thorough research, I created the following website design concept so it can allow for Painted Flower Farm to become more connected with its shoppers, clients, and visitors.
Research
To begin the process of redesigning Painted Flower Farm's website and updating their digital brand, I studied the information architecture and design of their original site. I followed with visits to the nursery so I could speak with employees and get a better idea of the atmosphere and needs of the company.
ORIGINAL DESIGN
Painted Flower Farm's website was first launched in 2004 and had its first design updates in 2007. For the next 15 years, the website design and structure remained the same.
ORIGINAL SITE IA
SURVEY INSIGHTS
I constructed an online survey about plant shopping and care that helped me to understand and empathize with the potential audience. The insights let me determine the need for additional features on the updated Painted Flower Farm website.
SHOPPING METHOD
96% of participants shop for plants in person at a store or nursery.
0 participants only shop for plants online.
PLANT SELECTION
73% of participants select plants to fit their needs.
5% select plants to support the environment.
FOCUS POINTS
Water, light, and placement needs are the most common concerns when shopping.
SITE VISIT
I visited Painted Flower Farm multiple times throughout the design process.
WHAT I DID
The original website had almost no photography so as I visited with employees, I took photos of plants.
WHAT I LEARNED
The nursery is located on personal property and interactions with visitors are sincere and informative.
WHAT CAME NEXT
I used what I learned from employees to prioritize items and features on the site.
The photos I took at Painted Flower Farm influenced my future branding decisions for them.
RESEARCH TAKEAWAYS
Prior to design stages, I narrowed the scope of the project based on user needs and company constraints. I used survey insights, interviews, and site visits to determine the future IA and services included in their digital presence.
01.
Online shopping is not currently in the scope of the company or a major need for users.
02.
Promoting Texas native plants is a priority for sales and research services.
03.
Water, light, and placement needs are the most common concerns when shopping.
Design Stages & User Testing
I began design stages with brainstorming and an updated information architecture proposal based on my research findings. I then moved on to mid-fidelity designs and an updated style guide that was more accessible for users than the initial redesign. High-fidelity screens for the redesign were then finalized based on user testing and feedback.
IDEATION & SKETCHES
These brainstorming notes show the first stages of my proposed redesign for Painted Flower Farm. I gathered insights from the research I conducted so I could determine what website features and information would be essential for the local nursery.
INFORMATION ARCHITECTURE
Following a preliminary card sort test, I began to restructure the information architecture of Painted Flower Farm's website.
NEW STYLE GUIDE
Following a preliminary card sort test, I began to restructure the information architecture of Painted Flower Farm's website.
LOW TO MID-FI DESIGNS
These initial layouts and designs were created after gathering research insights from the employees, possible stakeholders, and potential customers of Painted Flower Farm.
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The company's original website lacked a thoughtful information architecture, so I focused on structuring the menu items to best fit user needs.
HIGH-FI DESIGNS
Feedback from users on the initial designs supported an in-depth dropdown menu for plant items. Originally, the menu item for What We Do was structured to have over 3 dropdown pages with full details of activities and services on each. Testing this IA approach let me discover that people were looking for the information all in one place, so the dropdown was removed and the details consolidated.
Final Redesign
This final redesign proposal for Painted Flower Farm gives the local business an updated brand identity and allows for them to better connect with their clients.
KEY ELEMENTS
01.
Detailed dropdown menu for plants lets users see their broad range of items
02.
Imagery and color support the new brand identity and attract users' attention
03.
Strategically placed CTA buttons increase traffic to specified information about goods and services
FINAL THOUGHTS
Designing for a local business let me engage more with the customers and stakeholders throughout the process which was key to uncovering the true needs of the company.
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The design solution itself pushed my boundaries, as center-aligned information is something I have moved away from in other design systems. While this proposed design for Painted Flower Farm has many elements and pages still being created, the overall structure and aesthetics support a trend in increased user engagement.