CASE STUDY
PLANT SHOPPING
Delivery transparency built into the buying experience
Free delivery from 29 €
Secure payments
Home delivery under 48 h
The plant shopping platform helps users discover plants for both indoor and outdoor spaces while providing expert guidance on planting and care. A key focus of the experience is transparency, clearly communicating product availability at every step of the journey. Users can easily see which plants are available for home delivery and which are ready for in-store pickup, building trust and confidence at the moment of purchase.
As avid plant enthusiasts with our own gardens, we are familiar with the excitement of discovering and adding new plants. However, busy everyday schedules often make online shopping the most practical option. Our experience with existing plant shopping platforms revealed several frustrations, including unclear availability, time consuming flows and a lack of transparency during the purchasing process.
This project was driven by a desire to improve the overall user experience for fellow plant lovers. By evaluating and redesigning the platform. The goal was to create a more intuitive and efficient purchasing flow, one that clearly communicates availability, supports confident decision making and allows users to complete their orders without unnecessary friction.
Problems:
Unclear availability when seedlings are out of stock or not eligible for delivery.
An inefficient and cluttered interface, making if difficult to focus on relevant information.
Information overload, where users are presented with details that are not applicable to their current selection.
Lack of transparency around delivery timelines, causing uncertainty and frustration,
A slow and impersonal chat experience that interrupts the flow.
Possible solutions:
Improve product cards to clearly communicate availability, delivery options and pickup status at a glance.
Introduce a more logical navigation structure that simplifies decision making and reduces cognitive load.
Implement a personalized and more responsive chat experience to provide timely support without disrupting the flow.
This project is based on a combination of qualitative and quantitative research methods. Qualitative insights were gathered through usability testing, while quantitative data was collected through structured interviews conducted as part of the study. In total, 10 participants were interviewed.
The usability tests revealed that the primary challenge for users was understanding which plants were available for home delivery. Participants also struggled to quickly identify how to add items to the shopping cart. In addition users expressed a preference for a clearer landing page with a more structured and hierarchical layout to support easier navigation.
The user flow was designed as a clear and structured process to help users discover, select and order garden related products. The focus is on intuitive navigation combined with inspiring content, making it easy for users to explore, complete their purchase and confidently start growing their plants, without unnecessary friction.
Product selection and customization:
Users can add products to the shopping cart with a single interaction and clearly see availability status throughout the entire flow. Visual indicators and contextual guidance help users understand delivery options and next steps, supporting confident and informed decisions.
Chat function:
The chat function supports users with contextual assistance at key moments in the flow, helping resolve questions related to products and orders while maintaining a smooth and uninterrupted experience.
Checkout and delivery:
The checkout step allows users to select their preferred payment method and delivery option. Delivery dates and any shipping costs are clearly communicated, supporting transparency and helping users complete their purchase with confidence.
Post-purchase experience:
After completing the order, users receive a clear order confirmation via email, summarizing their purchase and delivery details. This step reinforce trust and provides reassurance that the order har been successfully placed.
Green was chosen as a primary color to reinforce associations with natural, growth and vitality. The use of different green hues helps evoke a calm and refreshing atmosphere, reflecting plants, gardens and natural environments.
From a UX perspective, green supports a sense of balance and reassurance, contributing to a relaxed experience that reduces stress and encourages confident decision making.
The landing page is designed to immediately orient users by combining inspirational plant imagery with clear navigation and availability cues. The screen balances inspiration and clarity, helping users quickly understand what is available, how to explore products and what next step to take,
The product exploration experience centers around well structured cards that deliver relevant information without overwhelming the user. Each card balances visual appeal with functional clarity, including stock and delivery cues. The interface supports progressive disclosure, allowing users to dig deeper into details only when needed and prioritizes discoverability and decision making efficiently.
The detailed product card is designed to reduce uncertainty at the point of selection. by surfacing availability, delivery constraints and key product attributes in a clear hierarchy. The interface minimizes cognitive load and supports fast and confident decisions. Visual content remains prominent, reinforcing inspiration while functional information guides action..
The checkout experience prioritizes trust and efficiency. Clear order summaries, availability indicators, delivery timeline and cost transparency help reduce last minute hesitation, supporting a smooth transition from selection to completed purchase.
The chat screen acts as a support layer across the experience, providing contextual assistance at key moments in the flow. By combining visual guidance with responsive chat support, users can resolve questions quickly while maintaining momentum and confidence throughout the purchase journey.