Plantura

Plantura is a home and garden marketplace that sells sustainable products such as plants, soils, fertilizers, and plant protection products. I worked at Plantura from January 2023 to March 2024 with a team of two UX designers. Each of us, lead different projects but worked together to make sure the visual identity was always the same. We also worked close with PM´s and the content team.

Goals

As the UX/UI designer, my goals at Plantura were to push a stellar shop performance through user-centered design, create a brand experience, increase user retention and organic sales, and ensure users have a seamless and consistent experience across all digital products (Shop, App, and Magazine).

Brand image

Like many start-ups, Plantura´s brand image is still growing and transforming. Together with other designers and key stakeholders, I helped shape this image in strategic workshops. The company´s goal is “Bringing nature home”. As a UX/UI designer, I was to transmit that message across different designs. In my daily work, I would make sure every new page had photos that represented the company´s values, that our colors were always well-identified, and that the information architecture was telling a consistent story. I also participated in briefing other colleagues for photoshoots when we needed new photo material for digital products.

Conversion optimization

Since Plantura´s main digital product is the online shop, one of my main roles as a UX/UI designer was not only to provide a stellar experience to our customers but also to make sure the purchase process was easy, clear, and transparent. For example, to increase the cross-selling, we included several modules in our Product Detail page where the customer can add related products directly to cart. Previously, we could only link to other pages.

Increasing trust

Another key element for online shops is making sure our customers trust us. To increase trust and retention, we included several trust elements in the footer ( e.g. safe payments, number of reviews), we addressed customer pain points by giving them answers to FAQ (e.g. is it safe to ship plants?) and easy access to our customer service.

Strategic Thinking

As a designer, I would participate in special OKR (Objective and Key Results) teams each trimester to help thinking new strategies that would benefit the company and projects that could be accomplished during the trimester. In these teams, I not only provided a technical look as a designer but also contributed with research and references.

Design consistency and Figma organization

To ensure consistency between the designs used by different teams, we at Plantura had a Components Library. One of my roles as the UX/UI designer was to use and update these components, as well as create new ones. To further improve our team communication and productivity, I´ve also developed a Figma file organization guideline.

User tests and A/B tests

During my time working at Plantura, I´ve worked together with the digital product team to organize user tests in person. Afterward, I also participated in the process of interpreting the data collected. As for A/B tests, it was part of my role to consider possible experiments to validate decisions, especially on pages where we could make a sale. It was also my responsibility to design the tested UIs.

Digital companionship

Plantura´s mission is not only sell product but also guide users in their gardening journeys through numerous magazine articles and the Plantura App. As the UX/UI designer, it was my role to suggest improvements in the app´s user experience and design new solutions. The improvements were based on data collected and also from my expert assessment. Some of our features are: Plant identifier, plant disease scanner, watering reminders, etc.

Shop and Magazine integration

When brands grow, they change. The Plantura Shop and the Magazine had two completely separate websites, with different headers, homepages, etc. In 2023, to increase traffic between the two and provide a more consistent visual identity I was responsible to create the first steps for a Shop and Magazine Integration. We created a new unified Shop and Magazine header and navigation bar, a unified footer, and a unified search results.