🪴 Lettuce Grow | E-commerce, Subscription (B2C)

User Researcher

Product Designer

Responsive Design

Figma

Jira

Slack

Lettuce Grow

📜 Overview

As a contract senior product designer, I was tasked to help Lettuce Grow redesign their home page to drive more users to product pages, and ultimately increase online sales of their hydroponic gardening systems.

🧗‍♂️ The challenge

Context: Lettuce Grow, a company promoting sustainable home gardening with their innovative hydroponic systems, wanted to improve their website's effectiveness in converting visitors into customers. Analysis revealed that the existing homepage lacked a clear value proposition and effective calls to action, leading to low click-through rates to product pages.

Constraints: The redesign needed to maintain brand consistency and integrate seamlessly with their existing website structure and e-commerce platform.

User needs: Users needed a compelling introduction to Lettuce Grow's products and their benefits, with clear navigation to explore different hydroponic systems, learn about the technology, and easily make a purchase.

💡 The solution

Approach: A user-centered approach focused on communicating the value proposition of Lettuce Grow, showcasing the unique features of their hydroponic systems, and simplifying the user journey to product pages.

Key features:

Compelling hero section: Redesigned the hero section with high-quality visuals and concise messaging highlighting the benefits of growing fresh produce at home with Lettuce Grow.

Product showcasing: Created dedicated sections showcasing the different hydroponic systems with clear visuals, concise descriptions, and prominent calls to action to "Learn More" or "Shop Now."

Benefits highlighting: Developed sections emphasizing the key benefits of Lettuce Grow systems, such as ease of use, sustainability, and increased yield, supported by customer testimonials and data points.

Simplified navigation: Improved the website navigation to provide clear pathways to product pages, resources, and customer support.

Interactive elements: Introduced interactive elements like videos and animations to engage users and demonstrate the functionality of the hydroponic systems.

Initial wireframes for the new home page

Screenshot of the new home page on desktop

Screenshots of the mobile home page, product page, and up-sell page

🎖️ The results

The good

20% increase in click-through rates to product pages from the homepage.

10% increase in overall website traffic attributed to improved SEO and social media engagement.

5% increase in online sales after implementing the redesigned homepage.

The bad

-8% decrease in average session duration on the homepage.

+4% increase in bounce rate from the homepage to other website sections.

Addressing the bad:

Decreased session duration: Analysis revealed that while users were clicking through to product pages faster, they were spending less time exploring other sections of the website.

Next steps: Incorporate more engaging content and interactive elements throughout the website to encourage exploration and deeper engagement.

Increased bounce rate: User feedback indicated that while the homepage was visually appealing, some users felt overwhelmed by the amount of information and struggled to find specific details about pricing and product specifications.

Next steps: Refine the homepage content to prioritize key information and calls to action, while providing clear pathways for users to access more detailed information on product pages.