Gardener's Homepage Redesign
Client// Gardener's Supply Company, Burlington, VT
Role//Interactive Designer
Year// 2024
Background
Update an outdated homepage to be more shop-able to customers.
Problem
Differentiate from competitors who
may have more modern or engaging homepages.
High-level goal
Convey a more modern, trustworthy appearance to appeal to today’s shoppers.
Research
Current State Evaluation
Make the site more modern and updated with the new design direction for the brand. Add more density for products and product categories to have higher conversions for customers.
Ensure the homepage is fully optimized for mobile and tablet users, who often make up a large portion of e-commerce traffic.
Competitive Analysis
Looked at many different competitor sites such as AllBirds, REI, Epic Gardening, and several others. Overall Gardener's needed to optimize layout for usability, especially for first-time visitors. Gardeners needed to have a design that is more modular and easier to edit.
Ideation
Lo-Fi Wireframes
The Lo-Fi Wireframes are created to make sure that destinations elements on the page make sense and if functionality would be possible in code.
Hi-Fidelity Prototype
Gardener's Advice Redesign Comps
Using Adobe Xd, hi-fidelity prototypes were created for each of the breakpoints. The redesign includes an updated and modern promotional banner at the top of the site. Modern hero that can contain multiple CTAs and can also be a carousel. Below the carousel is a carousel with category headers that can either contain sub-category links or direct product links within each. To divide the next section there is a brand ad that describes employee-ownership and gardening. Large inspirational bslot tiles that go to special pages based on the season or product categories. Expanded bslot tiles for product families with product silo features. More to explore carousel that used icons for product listing page links. Below these links there is a carousel of products that is dynamic based on customer shopping. A presence of advice articles in a smaller package from the previous homepage experience. Followed by an influencer and social feature section. Links to the specialty tools for the company that would change seasonally. An ad and link to the retail stores with a listing of all of the store locations. Ending with another branding ad and links to important customer service links with icons that represent each.
Desktop Homepage Redesign
Desktop Layout
Tablet Layout
Mobile Layout