Year:
2025
Figma, FigJam
Tools:
3 weeks
Duration:
UX/UI Designer
Role:
Case study
Eco Aloe
Goal
Redesign the online experience for EcoAloe to create a user-friendly and visually appealing website that makes plant shopping easy and enjoyable for everyone - from beginners to experienced plant enthusiasts, while promoting sustainability, quality, and plant care education.
Problem
Buying plants online can be challenging due to limited information, lack of guidance, and minimal support on existing plant shop websites, which often leaves users unsure about plant care and suitable choices.
Objective
Modernize the website by providing clear guidance, helpful support, and an intuitive shopping experience that educates users, simplifies decision-making, and encourages confident purchases.
Research and Key insights
User Research
- Identified that users struggle to find plant information and care instructions.
- Found beginners are often confused by unclear product categories.
- Users want guidance, reviews, and inspiration to make confident purchases.
- Simplicity and ease of navigation are key for a satisfying online shopping experience.
Competitive Analysis
- Analyzed 3 leading plant shops (Plantorama.cz, Zahradnictví Chládek, thesill.com)
- Most sites lacked company mission, product benefits, or reasons to choose the store.
- Only basic filtering (price) available; navigation was often confusing.
- Few had customer reviews or plant care guides, reducing trust and engagement.
- Strongest competitors offered high-quality images but limited guidance for beginners.
Guidance matters
Beginners need care instructions, curated recommendations, and inspiration to feel confident buying plants online.
Simplicity drives engagement
Clear navigation, structured categories, and filtering options make shopping faster, easier, and more enjoyable.
Transparency builds trust
Users want clear company information and product guidance to make confident purchases.
Design process
Definition
- Defining the problem
- Setting the goal
- Identifying user needs
UX Research
- Competitor analysis
- Exploring trends
- Informational structure
- Defining target audience
Design
- Moodboard
- Low-Fi wireframes
- Design concept
- UI kit
- UI design
Design System
Pill Default
Pill Checked
Key components
Primary button
Secondary button
Icon buttons
News tag
Sale tag
Combo tag
Typography
Playfair Display Regular, 107 px
Heading 1
Playfair Display Regular, 64 px
Heading 2
Playfair Display Regular, 52 px
Heading 3
Lato Semibold, 22 px
Heading 4
Lato Regular, 20 px
Body
Lato Regular, 15 px
Small
#CC5500
#8A9A5B
#E2725B
#F7F1EA
#525C36
#B3BC9A
Primary
Color palette
Secondary
Secondary 2
Text Primary
Text Secondary
Background
Informational architecture
Next steps
- Enhance accessibilityDevelop a fully responsive mobile version of the e-shop to ensure a seamless experience across all devices.01
- Expand contentAdd pages focused on plant care guides, sustainability, and the brand’s story to strengthen trust and engagement.02
- Build communityIncorporate customer reviews and inspiration pages to encourage interaction and create a sense of connection with the brand.03
Check out other projects
Explore more case studies from my portfolio
Katerina Bauer © 2025