Project
Project
Project
Relaunching Exotic Flora to the world
Relaunching Exotic Flora to the world
Relaunching Exotic Flora to the world
Making plant buying effortless for first-time buyers
Making plant buying effortless for first-time buyers
Making plant buying effortless for first-time buyers
Duration:
Duration:
January 2025 –
June 2025
(6 months)
January 2025 –
June 2025
(6 months)
Role
Role
Product Manager - led end-to-end redesign from ideation to launch
Product Manager - led end-to-end redesign from ideation to launch
Team Members:
Team Members:
1 Product Manager (me),
1 Content Manager,
1 Intern, outsourced Dev Team, &
CEO
1 Product Manager (me),
1 Content Manager,
1 Intern, outsourced Dev Team, & CEO
Tools:
Tools:
Shopify
Figma
Notion
Google Analytics
Hotjar
Miro
Shopify
Figma
Notion
Google Analytics
Hotjar
Miro
Project Context
Exotic Flora is an e-commerce platform that sells exotic, ornamental, and landscape plants for homeowners, plant enthusiasts and Business owners. The website was outdated, had high bounce rates, wasn’t optimised for conversions, and wasn't serving any audience well. The experience felt dated, untrustworthy, and confusing. For a plant e-commerce business, this was a critical problem because:
Exotic Flora is an e-commerce platform that sells exotic, ornamental, and landscape plants for homeowners, plant enthusiasts and Business owners. The website was outdated, had high bounce rates, wasn’t optimised for conversions, and wasn't serving any audience well. The experience felt dated, untrustworthy, and confusing. For a plant e-commerce business, this was a critical problem because:
Plant information was incomplete or inconsistent
Plant information was incomplete or inconsistent
The interface lacked credibility
The interface lacked credibility
Users had to message us via Instagram or WhatsApp to confirm basic details or delivery information.
Users had to message us via Instagram or WhatsApp to confirm basic details or delivery information.
Specifically, the site failed to help users make confident purchase decisions.
I took ownership of this redesign with one clear goal: to make the website so informative and user-friendly that customers could confidently buy plants without contacting us.
Specifically, the site failed to help users make confident purchase decisions.
I took ownership of this redesign with one clear goal: to make the website so informative and user-friendly that customers could confidently buy plants without contacting us.
Project Outcome
This project was one of the most fulfilling challenges I've led. It allowed me to empathise with our plant buyers while working closely with the founder to align product, content, and business goals.Plant information was incomplete or inconsistent
Key results include:
This project was one of the most fulfilling challenges I've led. It allowed me to empathise with our plant buyers while working closely with the founder to align product, content, and business goals.Plant information was incomplete or inconsistent
Key results include:
This project was one of the most fulfilling challenges I've led. It allowed me to empathise with our plant buyers while working closely with the founder to align product, content, and business goals. Plant information was incomplete or inconsistent
Key results include:
17.24% increase in page interaction time (58s → 1:08) through clear plant information and trust signals that kept users engaged and exploring.
27.27% conversion lift by simplifying checkout from seven to four steps and designing mobile-first for 70% of our traffic.
15% growth in sales, validating that when users find what they need and trust the experience, they buy.
In total, we shipped 12 new features and content improvements. Some launched in June 2025; others are queued for future iterations.
In total, we shipped 12 new features and content improvements. Some launched in June 2025; others are queued for future iterations.
Visit the website :
Visit the MVP :
Visit the MVP :
Visit the MVP :
Part 1 : Discovery & Understanding
1.1 Defining the Problem
When the website redesign started, my first priority was understanding Exotic Flora's existing website. Using Google Analytics and Hotjar, I analysed performance metrics like bounce rates, click heatmaps, and session paths to pinpoint where users were dropping off. I also collaborated closely with the founder, sales team, and a few loyal customers to capture first-hand pain points.
When the website redesign started, my first priority was understanding Exotic Flora's existing website. Using Google Analytics and Hotjar, I analysed performance metrics like bounce rates, click heatmaps, and session paths to pinpoint where users were dropping off. I also collaborated closely with the founder, sales team, and a few loyal customers to capture first-hand pain points.
What we discovered:
What we discovered:
What we discovered:
I started by observing how our B2B customers were currently operating. They had to call or message us on WhatsApp for every inquiry. There was no way to browse our catalogue, explore options, or understand pricing independently. Our sales team was manually handling quote requests, which resulted in long turnaround times, sometimes taking weeks to respond.
I started by observing how our B2B customers were currently operating. They had to call or message us on WhatsApp for every inquiry. There was no way to browse our catalogue, explore options, or understand pricing independently. Our sales team was manually handling quote requests, which resulted in long turnaround times, sometimes taking weeks to respond.
Core Goals
Core Goals
Core Goals
Increase site conversions and reduce bounce rate
Increase site conversions and reduce bounce rate
Refresh the website’s design to build trust and credibility
Refresh the website’s design to build trust and credibility
Provide content-rich plant listings for confident purchase decisions
Provide content-rich plant listings for confident purchase decisions
Optimise overall user experience, structure, and SEO for organic search visibility
Optimise overall user experience, structure, and SEO for organic search visibility
1.2 Research Process
To ensure we were solving the right problems, we approached research from different angles:
To ensure we were solving the right problems, we approached research from different angles:
Competitor Analysis: I focused on Green World Nursery & Gowthami Nursery, two leaders in the B2B plant market.
Competitor Analysis: I focused on Green World Nursery & Gowthami Nursery, two leaders in the B2B plant market.
Quantitative Research
Quantitative Research
Google Analytics: Identified high bounce rate (65%+), extended time-to-purchase, and weak mobile retention.
Heatmaps: Revealed users often clicked on product photos expecting more information that wasn’t there.
Google Analytics: Identified high bounce rate (65%+), extended time-to-purchase, and weak mobile retention.
Heatmaps: Revealed users often clicked on product photos expecting more information that wasn’t there.
Qualitative Research
Qualitative Research
I interviewed horticulturists on our team and a few plant enthusiasts to understand what builds trust when buying plants online.
I talked with our sales and customer support teams about recurring customer questions and purchase hesitations.
I interviewed horticulturists on our team and a few plant enthusiasts to understand what builds trust when buying plants online.
I talked with our sales and customer support teams about recurring customer questions and purchase hesitations.
I interviewed horticulturists on our team and a few plant enthusiasts to understand what builds trust when buying plants online.
I talked with our sales and customer support teams about recurring customer questions and purchase hesitations.
Competitor Research
Competitor Research
Competitor Research
The competitive analysis helped clarify our positioning. While Nursery Live, Ugaoo, and Kyari focus primarily on indoor plants for urban homes and offices, they have solid mobile experiences. However, their checkout flows still required 5-6 steps, and some plant information wasn't always complete. Since we serve a broader range (indoor, outdoor, fruiting, and landscape plants), we needed to make our information architecture work for more complex purchase decisions while keeping checkout simple.
The competitive analysis helped clarify our positioning. While Nursery Live, Ugaoo, and Kyari focus primarily on indoor plants for urban homes and offices, they have solid mobile experiences. However, their checkout flows still required 5-6 steps, and some plant information wasn't always complete. Since we serve a broader range (indoor, outdoor, fruiting, and landscape plants), we needed to make our information architecture work for more complex purchase decisions while keeping checkout simple.
Features
Features
Exotic Flora (Before)
Exotic Flora (Before)
Exotic Flora
(Before)
Nursery Live
Nursery Live
Ugaoo
Ugaoo
Kyari
Kyari
Mobile checkout steps
Mobile checkout steps
7
7
5
5
4
4
4
4
Visual tags
Visual tags
❌
❌
❌
❌
✅
✅
Yes
Yes
Care Instructions/ Difficulty
Care Instructions/ Difficulty
❌
❌
✅
✅
✅
✅
Partial
Partial
Climate information
Climate information
Partial
Partial
Partial
Partial
Partial
Partial
Partial
Partial
This combination of data and empathy revealed both behavioural and emotional pain points in the purchase journey.
This combination of data and empathy revealed both behavioural and emotional pain points in the purchase journey.
1.3 Key Learnings from Research
After analysing all this data and feedback, several insights became clear:
After analysing all this data and feedback, several insights became clear:
These insights established a foundation for our redesign strategy. We combined quantitative data (analytics, bounce rate, cart abandonment, SEO metrics) with qualitative research (customer interviews, sales feedback, horticulturist inputs) and competitive analysis.
These insights established a foundation for our redesign strategy. We combined quantitative data (analytics, bounce rate, cart abandonment, SEO metrics) with qualitative research (customer interviews, sales feedback, horticulturist inputs) and competitive analysis.
1.4 Understanding Our Audience
Before starting design, we analysed our B2B customer base to align platform goals with real buyer needs.
Before starting design, we analysed our B2B customer base to align platform goals with real buyer needs.
Demographic Insights:
Demographic Insights:
Most users fell in the 21–50 age range, with balanced gender distribution and strong homeowner representation. Female buyers tended to make faster and more confident purchase decisions.
Critical insight
Critical insight
70%+ of our customers are new visitors. Only 30% are repeat customers. Plant purchases don't happen frequently; most customers buy 1-3-5 plants once, then might not return for 2 years (or they shop elsewhere based on marketing or changing needs)
User Needs & Pain Points Summary:
User Needs & Pain Points Summary:
User Needs & Pain Points Summary:
Seek a platform that provides complete, trustworthy plant information.
Seek a platform that provides complete, trustworthy plant information.
Prefer a mobile-first, clutter-free experience.
Prefer a mobile-first, clutter-free experience.
Struggle with multi-step checkouts and poor navigation.
Struggle with multi-step checkouts and poor navigation.
1.5 UX & Content Audit
To understand precisely what was broken, I audited the entire site. The UX and content audit validated the gaps identified during research.
To understand precisely what was broken, I audited the entire site. The UX and content audit validated the gaps identified during research.
To understand precisely what was broken, I audited the entire site. The UX and content audit validated the gaps identified during research.
To understand precisely what was broken, I audited the entire site. The UX and content audit validated the gaps identified during research.
Checkout flow required 7+ steps, versus a 4-step benchmark.
Checkout flow required 7+ steps, versus a 4-step benchmark.
Mobile responsiveness and photo quality were inconsistent across product pages.
Mobile responsiveness and photo quality were inconsistent across product pages.
Product pages lacked proper meta descriptions, alt tags, and structured data, preventing Google from indexing our plant catalogue effectively.
Product pages lacked proper meta descriptions, alt tags, and structured data, preventing Google from indexing our plant catalogue effectively.
These findings became the foundation for our redesign roadmap, focusing on clarity, trust, and mobile-first usability.
These findings became the foundation for our redesign roadmap, focusing on clarity, trust, and mobile-first usability.
Part 2: Strategy & Execution
2.1 Ideation
Ideation was collaborative. I led the process alongside the content manager, designer, developer, and founder as we reviewed the existing website and identified areas for improvement.
Ideation was collaborative. I led the process alongside the content manager, designer, developer, and founder as we reviewed the existing website and identified areas for improvement.
But one constraint shaped everything: 70%+ of traffic was new users who may buy 1–3–5 plants and not return soon or shop elsewhere. This meant we couldn't design for loyal repeat customers. We had to create for strangers who'd never heard of Exotic Flora. Every element and decision had to answer: "Why should I trust this site? Why is this plant right for me?
But one constraint shaped everything: 70%+ of traffic was new users who may buy 1–3–5 plants and not return soon or shop elsewhere. This meant we couldn't design for loyal repeat customers. We had to create for strangers who'd never heard of Exotic Flora. Every element and decision had to answer: "Why should I trust this site? Why is this plant right for me?
From this insight, we identified four core priorities:
From this insight, we identified four core priorities:
From this insight, we identified four core priorities:
We prioritized these using a simple impact vs. effort framework: standardized information had high impact and medium effort (content-heavy but no new tech), while checkout simplification had high impact and low effort (remove steps, don't add features). This lens kept us focused on changes that would move metrics without overcomplicating execution.
We prioritized these using a simple impact vs. effort framework: standardized information had high impact and medium effort (content-heavy but no new tech), while checkout simplification had high impact and low effort (remove steps, don't add features). This lens kept us focused on changes that would move metrics without overcomplicating execution.
2.2 Redesign Approach
We designed with flexibility and iteration. Our three operating principles:
We designed with flexibility and iteration. Our three operating principles:
Three operating principles (CCS):
Three operating principles (CCS):
Three operating principles (CCS):
Clarity — plain language, obvious badges, upfront care/fit guidance.
Clarity — plain language, obvious badges, upfront care/fit guidance.
Consistency — standardised templates so 500+ plants read the same way.
Consistency — standardised templates so 500+ plants read the same way.
Speed — fewer steps, faster pages, better mobile layout & decisions in under two minutes.
Speed — fewer steps, faster pages, better mobile layout & decisions in under two minutes.
Wireframes :
Wireframes :
Early wireframes established information hierarchy and checkout flow
We created lightweight wireframes in Figma for product pages and checkout, validated them with internal stakeholders, and refined them continuously based on usage. The wireframes established an information hierarchy before committing to visual design.
Early wireframes established information hierarchy and checkout flow
We created lightweight wireframes in Figma for product pages and checkout, validated them with internal stakeholders, and refined them continuously based on usage. The wireframes established an information hierarchy before committing to visual design.
Early wireframes established information hierarchy and checkout flow
We created lightweight wireframes in Figma for product pages and checkout, validated them with internal stakeholders, and refined them continuously based on usage. The wireframes established an information hierarchy before committing to visual design.
Working Prototype :
2.3 Collaboration & Team Workflow
The redesign of Exotic Flora wasn't linear; it was a multi-threaded collaboration between content, design, development, and the horticulture team. I coordinated across all disciplines, driving communication and validation while aligning design and business outcomes.
The redesign of Exotic Flora wasn't linear; it was a multi-threaded collaboration between content, design, development, and the horticulture team. I coordinated across all disciplines, driving communication and validation while aligning design and business outcomes.
Work was constantly in motion across all teams. I understood my role: to keep teams aligned and ensure decisions were backed by research, not assumptions. We synced almost daily with content and every few days with development. This rhythm of constant validation and feedback kept us moving forward.
Work was constantly in motion across all teams. I understood my role: to keep teams aligned and ensure decisions were backed by research, not assumptions. We synced almost daily with content and every few days with development. This rhythm of constant validation and feedback kept us moving forward.
2.4 Execution Process
Execution happened in four overlapping phases over six months. (Tap any phase for details)
Execution happened in four overlapping phases over six months.
Execution happened in four overlapping phases over six months.
2025'
Phase 1
Phase 2
Phase 3
Phase 4
January
February
March
April
May
June
Design Finalization
Design Finalization
Content Development
Content Development
Integration & Checkout
Integration & Checkout
Testing & Launch
Testing & Launch
In Year 2025'
Phase 1
January
February
Design Finalization
Design Finalization
January 1 - February 20, 2025
Created wireframes for product pages and checkout flow
Moved care/maintenance details to the top based on user feedback
Reduced checkout from 7 to 4 steps
Validated structural decisions with stakeholders
Focused on mobile- first layouts (70% traffic
Phase 2
February
March
April
Content Development
Audited 500-plant catalogue with horticulturist and content team
Built standardised templates tor consistent information architecture
Created SEO- optimised descriptions targeting low- maintenance, pet-safe, etc.
Shot 10-13 photos per plant, edited to 5 final images each
Achieved a uniform white-background look across catalogue
Prioritized 200 top- performing plants for launch
Design Finalization
January 1 - February 20, 2025
Design Finalization
Content Development
January 1 - February 20, 2025
February 1 - April 30, 2025
Phase 3
March
April
May
Integration & Checkout
Integrated design, content updates, and delivery tracking into the Shopify platform.
Migrated 200 priority products with new templates and information architecture
Redesigned checkout flow multiple times based on testing feedback
Streamlined forms with larger touch areas and reduced fields for mobile
Coordinated cross-team work (design, content, development)
Ensured site stability during migration
Content Development
Integration & Checkout
February 1 - April 30, 2025
March 10 - May 20, 2025
Phase 4
April
May
June
Testing & Launch
Conducted continuous testing across all teams
Ran pre-launch testing with ~50 users (internal, family, B2B customers)
Soft-launched to ~300 premium customers via WhatsApp group
Validated metrics daily through Google Analytics, Hotjar and Shopify.
Iterated on the delivery timeline placement based on soft launch feedback
Scaled to 100% traffic in June
Testing & Launch
May 5 - June 9, 2025
In Year 2025'
Phase 1
January
February
Design Finalization
January 1 - February 20, 2025
Created wireframes for product pages and checkout flow
Moved care/maintenance details to the top based on user feedback
Reduced checkout from 7 to 4 steps
Validated structural decisions with stakeholders
Focused on mobile- first layouts (70% traffic
Phase 2
February
March
April
Audited 500-plant catalogue with horticulturist and content team
Built standardised templates tor consistent information architecture
Created SEO- optimised descriptions targeting low- maintenance, pet-safe, etc.
Shot 10-13 photos per plant, edited to 5 final images each
Achieved a uniform white-background look across catalogue
Prioritized 200 top- performing plants for launch
Content Development
February 1 - April 30, 2025
Phase 3
March
April
May
Integrated design, content updates, and delivery tracking into the Shopify platform.
Migrated 200 priority products with new templates and information architecture
Redesigned checkout flow multiple times based on testing feedback
Streamlined forms with larger touch areas and reduced fields for mobile
Coordinated cross-team work (design, content, development)
Ensured site stability during migration
Integration & Checkout
March 10 - May 20, 2025
Phase 4
April
May
June
Conducted continuous testing across all teams
Ran pre-launch testing with ~50 users (internal, family, B2B customers)
Soft-launched to ~300 premium customers via WhatsApp group
Validated metrics daily through Google Analytics, Hotjar and Shopify.
Iterated on the delivery timeline placement based on soft launch feedback
Scaled to 100% traffic in June
Testing & Launch
May 5 - June 9, 2025
2.5 Setbacks & Constraints
Photography was the biggest hurdle. Shooting 500 plants with natural light and consistent framing took over two weeks. Editing took another two weeks. Around 50-60 plants needed re-shooting to meet quality standards. To speed things up, we defined clear photo guidelines, angles, backdrop, lighting and brought in an external editor to work in parallel.
Content validation slowed us down, too. The horticulturist had to verify every plant detail, care level, climate zone, and growth rate. We couldn't rush this. So we templated descriptions, hired a part-time writer, and approved content in batches. This kept accuracy high while keeping development moving.
Photography was the biggest hurdle. Shooting 500 plants with natural light and consistent framing took over two weeks. Editing took another two weeks. Around 50-60 plants needed re-shooting to meet quality standards. To speed things up, we defined clear photo guidelines, angles, backdrop, lighting and brought in an external editor to work in parallel.
Content validation slowed us down, too. The horticulturist had to verify every plant detail, care level, climate zone, and growth rate. We couldn't rush this. So we templated descriptions, hired a part-time writer, and approved content in batches. This kept accuracy high while keeping development moving.
Timeline pressure was constant. We'd planned for six months, but these bottlenecks pushed us toward seven and a half. To address this, I prioritised plants that resonated most with customers and focused the launch on our top-performing plants. The remaining catalogue rolled out gradually post-launch.
Timeline pressure was constant. We'd planned for six months, but these bottlenecks pushed us toward seven and a half. To address this, I prioritised plants that resonated most with customers and focused the launch on our top-performing plants. The remaining catalogue rolled out gradually post-launch.
2.6 Validation & Testing
Failure during conversion rate optimisation only occurs when you learn nothing from your users. Unsuccessful tests offer the same amount of useful information as the successful ones. The goal is always to develop a deeper understanding of the users.
We tested iteratively from May through June 2025, validating assumptions before committing to full launch.
Failure during conversion rate optimisation only occurs when you learn nothing from your users. Unsuccessful tests offer the same amount of useful information as the successful ones. The goal is always to develop a deeper understanding of the users.
We tested iteratively from May through June 2025, validating assumptions before committing to full launch.
Week 1 - 2
Pre-Launch Testing
Our core team (CEO, content manager, and intern) tested the tool across different cities and conditions. Every scenario returned solid, believable results. The response was uniformly positive.
Week 1 - 2
Pre-Launch Testing
Our core team (CEO, content manager, and intern) tested the tool across different cities and conditions. Every scenario returned solid, believable results. The response was uniformly positive.
Week 1 - 2
Pre-Launch Testing
Our core team (CEO, content manager, and intern) tested the tool across different cities and conditions. Every scenario returned solid, believable results. The response was uniformly positive.
Week 3 - 4
Soft Launch
Next, the sales/support and plant-expert teams spent a week using it with real customer cases. Their verdict was simple: "This is exactly what we need." They could finally answer customer queries confidently, without looping in horticulturists each time.
Week 3 - 4
Soft Launch
Next, the sales/support and plant-expert teams spent a week using it with real customer cases. Their verdict was simple: "This is exactly what we need." They could finally answer customer queries confidently, without looping in horticulturists each time.
Week 3 - 4
Soft Launch
Next, the sales/support and plant-expert teams spent a week using it with real customer cases. Their verdict was simple: "This is exactly what we need." They could finally answer customer queries confidently, without looping in horticulturists each time.
Week 5+
Post-Launch Results
Our horticulturists ran structured accuracy checks across climate zones. The system delivered 90% accuracy. The primary limitation they identified was the restricted plant database. With only 50 plants available, certain regions received recommendations with lower compatibility scores. For instance, users in Punjab might receive a mango plant suggestion with a 50% compatibility rating. The logic worked perfectly; the database was just too small.
Their takeaway: "Scale this to 1,000+ plants and it's production-ready."
Week 5+
Post-Launch Results
Our horticulturists ran structured accuracy checks across climate zones. The system delivered 90% accuracy. The primary limitation they identified was the restricted plant database. With only 50 plants available, certain regions received recommendations with lower compatibility scores. For instance, users in Punjab might receive a mango plant suggestion with a 50% compatibility rating. The logic worked perfectly; the database was just too small.
Their takeaway: "Scale this to 1,000+ plants and it's production-ready."
Week 5+
Post-Launch Results
Our horticulturists ran structured accuracy checks across climate zones. The system delivered 90% accuracy. The primary limitation they identified was the restricted plant database. With only 50 plants available, certain regions received recommendations with lower compatibility scores. For instance, users in Punjab might receive a mango plant suggestion with a 50% compatibility rating. The logic worked perfectly; the database was just too small.
Their takeaway: "Scale this to 1,000+ plants and it's production-ready."
Lean Approach
We didn't have resources for formal A/B testing. Instead, we validated through rapid iteration with real users. Daily observations informed daily builds. That bias for action made the redesign adaptive. Continuous learning beats waiting for perfect data.
Lean Approach
We didn't have resources for formal A/B testing. Instead, we validated through rapid iteration with real users. Daily observations informed daily builds. That bias for action made the redesign adaptive. Continuous learning beats waiting for perfect data.
Lean Approach
We didn't have resources for formal A/B testing. Instead, we validated through rapid iteration with real users. Daily observations informed daily builds. That bias for action made the redesign adaptive. Continuous learning beats waiting for perfect data.
Hypothesis Development
Hypothesis Development
Hypothesis Development
IF we surface key plant attributes such as Terrace Gardening, Perennial ,Best for Beginners, and visible ratings directly on product cards,
THEN
users will click through more frequently and complete more purchases,
BECAUSE
they can instantly understand a plant’s relevance without opening each page.
IF we surface key plant attributes such as Terrace Gardening, Perennial ,Best for Beginners, and visible ratings directly on product cards,
THEN
users will click through more frequently and complete more purchases,
BECAUSE
they can instantly understand a plant’s relevance without opening each page.
This change made product discovery easier, reduced hesitation, and contributed to higher user engagement, CTR, and conversions.
This change made product discovery easier, reduced hesitation, and contributed to higher user engagement, CTR, and conversions.
When designing this hypothesis, I analysed heatmaps and session replays that showed users hovering over product cards, unsure which plants fit their needs.
Adding clear visual cues (usability tags, suitability, and reviews) helped users connect faster with the right plants. These lightweight tags acted as instant value indicators, improving discovery and helping users make faster, more confident purchase decisions.
When designing this hypothesis, I analysed heatmaps and session replays that showed users hovering over product cards, unsure which plants fit their needs.
Adding clear visual cues (usability tags, suitability, and reviews) helped users connect faster with the right plants. These lightweight tags acted as instant value indicators, improving discovery and helping users make faster, more confident purchase decisions.
Part 3: Results & Next Steps
3.1 Results & Impact
Conversion Rate ↑ 27.27%
Sales ↑ 15%
Bounce Rate ↓ 32.3%
The redesign delivered significant results across every metric. Adding plant care badges and detailed information drove a 34.15% increase in cart adds, while simplifying checkout reduced friction and boosted conversions. Clear product information and visible tags improved decision confidence, which showed up as 17.24% longer page interaction time (58s → 1:08).
I tracked these metrics daily through Google Analytics and Shopify. These results reflect performance from July through September 2025, ensuring we measured sustained impact rather than just launch excitement. Post-launch data confirmed what we'd hoped for: Pre-purchase inquiries via Instagram and WhatsApp dropped 40%, and users no longer needed to message us for basic details. Organic search traffic also grew significantly as SEO-optimised product pages made us more discoverable for plant-related searches. Our 27% conversion lift significantly exceeded the 10-15% typical for e-commerce redesigns. The lesson was clear: when you give customers the information they need upfront, they can make confident decisions on their own.
The redesign delivered significant results across every metric. Adding plant care badges and detailed information drove a 34.15% increase in cart adds, while simplifying checkout reduced friction and boosted conversions. Clear product information and visible tags improved decision confidence, which showed up as 17.24% longer page interaction time (58s → 1:08).
I tracked these metrics daily through Google Analytics and Shopify. These results reflect performance from July through September 2025, ensuring we measured sustained impact rather than just launch excitement. Post-launch data confirmed what we'd hoped for: Pre-purchase inquiries via Instagram and WhatsApp dropped 40%, and users no longer needed to message us for basic details. Organic search traffic also grew significantly as SEO-optimised product pages made us more discoverable for plant-related searches. Our 27% conversion lift significantly exceeded the 10-15% typical for e-commerce redesigns. The lesson was clear: when you give customers the information they need upfront, they can make confident decisions on their own.
Conversion Rate ↑ 27.27%
Sales ↑ 15%
Bounce Rate ↓ 32.3%
Conversion Rate ↑ 27.27%
Sales ↑ 15%
Bounce Rate ↓ 32.3%
3.2 Key Learnings & Next Steps
Key learning:
Key learning:
Key learning:
The biggest lesson was that clarity scales better than features. Designing for first-time visitors forced us to remove noise, focus on trust signals, and standardise every piece of content.
The biggest lesson was that clarity scales better than features. Designing for first-time visitors forced us to remove noise, focus on trust signals, and standardise every piece of content.
Great design isn't just about solving problems - it's about bringing users along on the journey.
Great design isn't just about solving problems - it's about bringing users along on the journey.
What I'd do differently
What I'd do differently
What I'd do differently
If done again, I’d start user testing earlier and involve the support team during wireframing; they hold the richest insights.
If done again, I’d start user testing earlier and involve the support team during wireframing; they hold the richest insights.
Next Steps
Next Steps
Next Steps
Building on these principles, we're planning connected initiatives:
Building on these principles, we're planning connected initiatives:
Plant Wizard – An AI-driven engine suggesting plants based on preferences, location, and environment. MVP ready - Planned launch in FY 2026.
Plant Wizard – An AI-driven engine suggesting plants based on preferences, location, and environment. MVP ready - Planned launch in FY 2026.
Content Expansion — Video care guidelines, expert recommendations, and real-time user insights to deepen the experience.
Content Expansion — Video care guidelines, expert recommendations, and real-time user insights to deepen the experience.
These three initiatives extend the same design and product principles into a connected ecosystem. Plant Wizard acts as the intelligence layer across both retail (B2C) and bulk (B2B) experiences, ensuring users, whether individuals or businesses, discover and purchase plants through a unified, consistent experience
Looking back, the redesign wasn’t about making things prettier; it was about listening to users clicking on images, support tickets piling up, and horticulturists saying, ‘This detail matters.’ When you truly listen, the rest follows.
These three initiatives extend the same design and product principles into a connected ecosystem. Plant Wizard acts as the intelligence layer across both retail (B2C) and bulk (B2B) experiences, ensuring users, whether individuals or businesses, discover and purchase plants through a unified, consistent experience
Looking back, the redesign wasn’t about making things prettier; it was about listening to users clicking on images, support tickets piling up, and horticulturists saying, ‘This detail matters.’ When you truly listen, the rest follows.
👋🏽 Thanks for stopping by! Here is more of me if you are interested :)
👋🏽 Thanks for stopping by! Here is more of me if you are interested :)
👋🏽 Thanks for stopping by! Here is more of me if you are interested :)
👋🏽 Thanks for stopping by! Here is more of me if you are interested :)
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