Nurserylive Website Redesign
UX Case Study
Brief
Take an online brand/company/corporate, study their present stature, existing forum (and existing customer base) & the vision. Then, using a web design process and an understanding of UX & UI add essential features to their existing forum. With the help of research and analysis, recreate their platform for a better and more engaging user experience.
Take an online brand/company/corporate, study their present stature, existing forum (and existing customer base) & the vision. Then, using a web design process and an understanding of UX & UI add essential features to their existing forum. With the help of research and analysis, recreate their platform for a better and more engaging user experience.
Nurserylive
Nurserylive is an easy to use, affordable & quality driven platform that fulfils your gardening related needs. It started in 2014 from a promise to make ‘green and healthy’ a click away for all Indians. It delivers over 6000 varieties of plants, seeds, bulbs, pebbles, pots & all other gardening related accessories across India. Apart from retail, through their multiple platforms, they also strive to bring their consumers the best and the up-to-date content from the world of gardening.
Why Nurserylive?
We chose Nurserylive because online nurseries are not very popular yet, and the people who know about these are not very sure about buying plants online. So we wanted to figure out what is hampering this brilliant idea of ‘Making India green and healthy a click away’ from becoming popular.
Mission- to transform India’s Gardening Experience.
Vision- to make green and healthy a click away for Indians.
Values:
- Integrity-remaining committed to the promise of always delivering a standard of quality.
- Impact -drawing the strength from constantly delivering joy to the customers.
- Agility -working to improve each day. All feedbacks are good feedbacks.
Stakeholders
When it comes to any organizational project, all of the internal people and teams who the project will involve or affect are called its stakeholders.
- Customers
- Source and suppliers
- Warehouse
- Delivery Partners
- Company
Main Focus: Customers
Customer Segmentation:
Customer segmentation is the process of dividing customers into groups based on common characteristics so companies can market to each group effectively and appropriately.
Nurserlive mainly focuses on tier-1 and tier-2 cities and their customer age group spans from 20 to 60 years. Their customers can further be segmented into:
Gardening hobbyists- for people who enjoy gardening and do it on a regular basis.
Retired people- for people who want to do something new in their retired life.
Housewives- for those who would love to have homegrown herbs and vegetables.
Bachelors -for those who want to enhance their workspace according to the current trends.
Newly married couples- for those who want to decorate their new home.
Needs of the Customer vs the Brand
Customer:
- Integrity
- Easy navigation
- Quality
- Authenticity
- Timely delivery
- Various payment options
- Reliable customer service
Brand:
- Revenue
- Stronger customer base
- Customer loyalty
- Good reviews
- Marketing strategy
Website Analysis
S.W.O.T Analysis
Strength:
- Wide variety
- Availability
- Apart from retail, it has up-to-date content about gardening
Weakness:
- Lack of customer trust
- Poor customer service
- Less online advertising
- Few payment options
- Poor search results
- Text heavy
- Poor segregation of products
- Lacks necessary options
- Poor product images
- Lacks important information
Opportunities
- Online advertising, because a major part of the customer base now uses the internet.
- Promotion by contributing to government schemes like ‘Green India Mission’.
- Promoting the idea of ‘green and healthy a click away’ with safe customer service during the lockdown period.
- Convenient delivery service.
Threats:
- Competition of other brands from the same segment
- Stronger offline preference
Competitor Analysis
Main competitors:
- Nurturing Green
- Plnts.com
- Gamlaa.com
- MyBageecha
- Plantsguru
Offline stores are also a major competition for this site as a lot of people are still not comfortable with buying pants online.
Problems Analyzed
- Icons are not properly aligned.
- There are some extra and unnecessary options.
- Important offers/messages are not highlighted.
- Hero image is for presenting an overview of the site’s most important content but in this site, it is static and has unnecessary information.
- Site does not feature its products in the best manner.
- Search results are irrelevant.
- Poor space management.
- Certain product images are irrelevant.
- The site is text heavy.
- Information is not well organized.
- There is no filter or sort option to help the customer find what they are looking for.
- There is no option (like wishlist) where one can save the products for later.
- The site looks dull and drab.
- The site has very few payment options.
Survey
A survey was conducted to understand customers’ experience and expectation from the website and we came to the following conclusion:
When asked what the customers want the site to improve, these were the responses we received:
- Explore packs sections and after I click on any option in the menu the going back option arrow is so small.
- Could add more information about the plant and add its needs and how it can be taken care of.
- Background looks a bit plain, could use colors or illustrations to fill the empty spaces and make it a bit more interactive and visually appealing.
- The alignment of text and the boxes is really bad, could work on that. And the leading of the text. Used 2 typefaces that don’t go well together.
- Variety
- Remove stocky images and ambiguous terminology
- Increase the number of variety of plants
- Visually more appealing like some moving elements that’s makes the process more explanation to the users
- I think that everything is perfect. It has pictures, discounts, customer care service details and all the description needed. So I don’t think there’s anything as of now that needs improvement
- Filtration
- Focus on creating popularity of the website
- Only Indoor plants display , give space to outdoor plants also on the website.
- More user friendly
- Please add your online payment related information like payment gateway name so that users can feel safe while online payment.
- Site is good…but products are not what described in site…so need to improve on that.
- there could be a section for not only educating children but also adults, section for top picks / bestsellers.
- Information regarding plants and it’s accessories should be somewhat mentioned…Else the site is good to be referred to others.
- Nothing as such.
- Image implantation.
- UI design a bit.
- Site is very useful we can order the flowers which we don’t get.
- More information about each plant should be mentioned like benefits of having the plants, how it is useful for health.
- Site is good, but delivery charges are higher than actual seeds packets in some cases. Have made a sample purchase, transaction processing is smooth. Overall site is good, keep going.
- Navigation flow
- Yes, can have stories of customer experiences and pics of their purchases which can encourage others.
- By adding new video from starting to ending procedure for planting in garden.
- The search could include results corresponding to occasions. For example, if I type ‘weeding’ it could show me plants which are good for weddings.
- Some pictures can be added.
- Navigation
- There should be a section for education on gardening.
- Enhance your website design with some eye-catching pictures related to content
Proposed Solutions
- Add more illustrations, icons and other interactive elements to present the user with an experience and not just present them with information.
- Reduce the amount of text.
- Take out extra and unnecessary options and add important ones.
- Highlight important information.
- Hero image presenting an overview of the site’s most important content.
- Organized information.
- Proper information hierarchy.
- Add more options like filter, sort and wishlist.
- Relevant, attractive and proper product images.
- Proper space management.
- Along with reviews the page can have actual pictures of what the customers received.
- Video links along with content on gardening.
- More payment options.
- Make the site more interesting and easy to use.
Redesigning Process
Information Hierarchy
Visual hierarchy is the principle of arranging elements to show their order of importance.
“Visual hierarchy controls the delivery of the experience. If you have a hard time figuring out where to look on a page, it’s more than likely that its layout is missing a clear visual hierarchy.”
- The Nielsen Norman Group
Navigation flow
A navigation structure is key to planning a website. A navigation structure involves a bit higher level of abstraction than just sketching pages. A navigation flowchart (or sitemap) organizes how you are going to guide visitors through your material.
Style Guide
It outlines everything that goes into the creation of a new page or blog post on the rest of your site. This includes branded graphics, logos, fonts and font sizes, text and background colors, and anything else that pertains to site updates and content creation.
Wanting to keep the site simple and suited for all ages, we chose subtle typeface( Mulish) and colours. Since it’s an online nursery, we tried to relate all the elements of the site to plants. Edges of elements like images and boxes are curvy giving it a friendly and approachable look.
Primary colours:
#ECEFEA
#2E4630
Icons are inspired from natural elements that either are parts of plants itself or are elements that help plants grow.
Wireframes
A wireframe is a skeletal mockup of an app or website, typically used for designing the barebones structure of the user interface, content, and functionality. Instead of visual elements such as colors and typography, wireframes are usually monochromatic, with a focus on usability.
Prototype
An important draft design that precedes the development of the original design layout. It is intended not only to show the structure of the future site, but also the site map, the interrelation of its main pages.
Old interface vs new interface:
Conclusion:
It was our first time working on a User Experience project and the journey was quite challenging, but interesting. Understanding the problems and coming up with solutions in a clear and a simple way was a difficult task but it was a delight to work on this idea of ‘making India green and healthy a click away’.
