NEIGHBORHOOD
NURSERY
Mid-Fidelity Wireframes: Home Page & Garden Buzz
PROJECT OVERVIEW
NEIGHBORHOOD NURSERY
Website and brand/marketing concept design for an expert gardener and native habitat consultant’s small business in the Pacific Northwest.
• Role: UX Researcher & Designer
• Duration: 2 weeks
• Deliverables: Research reports, brand strategy, wireframes
This project was primarily research-driven. I guided the work through the “understand” and “research” phases of the design process, and into the early stages of design exploration. While the client shifted focus before development and iteration, the insights and mid-fidelity wireframes delivered here represent a complete and valuable first phase of design
THE CHALLENGE
Research and create a business concept, branding/marketing strategy, and website design for Neighborhood Nursery.
The business needed:
• A beautiful, intuitive website (to stand out among nurseries with poor UX/UI).
• Mission-driven storytelling that reflects permaculture values, community-mindedness, and education.
• Privacy and safety considerations as operations occur in the owner’s backyard garden
PROBLEM STATEMENT
Gardeners of all ages and experience levels need a way to:
• Affordably purchase pollinator-friendly, eco-conscious, and wildlife-friendly plants.
• Access expert garden planning and consultation services tailored to their region.
• Find trustworthy troubleshooting tips and advice.
SUCCESS CRITERIA
This problem will be considered solved when users are able to:
• Browse plant inventory and purchase opportunities
• Identify upcoming sales and book nursery tours by appointment
• Schedule personalized garden planning consultations
• Engage with gardening content specific to the region
POTENTIAL SOLUTION
A visually appealing, mission-focused website that:
• Simplifies navigation and reduces barriers to finding key information
• Clearly communicates services, pricing, and plant availability
vInspires users through imagery, storytelling, and educational resources
• Integrates with social media to expand reach and credibility
RESEARCH
To ground Neighborhood Nursery in real user needs, I combined quantitative and qualitative methods. A user survey established broad priorities, followed by in-depth interviews with gardeners and micro-nursery owners (view either the user survey script and/or business owner script.) I then synthesized findings through affinity mapping, leading to actionable insights that shaped both content and design direction.
Methods Snapshot:
• 16 survey responses
• 4 gardener interviews
• 3 nursery owner interviews
• 5 competitor sites analyzed
SURVEYS & INTERVIEWS
Survey data provided a quantitative view of user priorities, particularly around eco-conscious gardening values. Visualizing the results helped clarify just how strongly participants cared about sustainability and pollinator-friendly practices.
Graphs: Survey Responses
AFFINITY MAPPING
By clustering interview and survey responses into themes, I identified patterns in users’ goals, preferences, and concerns. This affinity map highlighted where users needed clarity, support, and inspiration, directly shaping the project’s design direction. View full findings.
Affinity Map
KEY INSIGHTS
Synthesizing survey and interview findings revealed clear user priorities — from eco-driven plant choices to the need for accessible guidance and trustworthy services. These insights defined the features and tone of Neighborhood Nursery’s design
Eco-Values Drive Demand
Pollinator-friendly, eco-conscious, and wildlife-supporting plants are top priorities.
Decision Factors
Customers choose based on business model, access, and quality.
Trustworthy Content
Users want clear, reliable, and knowledgeable guidance to support their decisions.
Online Presence = Essential
Instagram and Facebook are must-haves for visibility and engagement.
Clarity and Accessibility
Plain language, simple UI, and email updates help reach broad demographics effectively.
Hiring Help is Divisive
Some users want support; others prefer self-reliance due to cost, space, or personal style.
COMPETITOR ANALYSIS
To better understand how Neighborhood Nursery would fit into the broader market landscape, I analyzed five comparable businesses. Each offered lessons in mission clarity, service presentation, and user experience. This analysis highlighted both challenges and opportunities for creating a site that balances compelling UI, accessibility, and intuitive navigation.
Competitor Analysis Snapshot
PERSONAS & USER STORIES
I created three personas to capture diverse gardening experiences across age, profession, and goals. Paired with user stories, these personas ensured the design addressed practical needs and motivations.
Personas
USER FLOWS &
INFORMATION ARCHITECTURE
I modeled key tasks flows - such as browsing plant inventory and booking purchases, seeking gardening tips and scheduling consultations - and paired them with a clear site map to define the website’s navigation. Together, these artifacts clarified user pathways, established intuitive page relationships, ensured a seamless structure to support the design phase.
User Flow & Site Map
DESIGN SOLUTIONS
Low-fidelity sketches laid the groundwork, and mid-fidelity wireframes brought structure and clarity. Through these iterations, navigation, content groupings, and interactions became more intuitive, while the design stayed flexible for future refinements.
Low-Mid Fidelity Wireframes
The evolving wireframes incorporated the core goals of the solution: clear services and pricing, an easy-to-browse inventory, inspiring imagery and video content, all while staying visually compelling in contrast to the cluttered, poorly designed sites common in the gardening space.
REFLECTION
This project began with an open-ended request and evolved into a much deeper exploration of brand values, user needs, and design foundations. Even without a public launch, it demonstrates how rigorous research and early design can transform a loose idea into a clear, actionable brand direction. While the scope didn’t extend to testing and final iterations, it underscored the value of building strong foundations through user insights and structured design choices. My client described this process as “a special kind of alchemy” — a reminder that, even in its formative stages, thoughtful, research-driven design can make an impact.
NEIGHBORHOOD NURSERY
Mid-Fidelity Wireframes: Home Page & Garden Buzz
PROJECT OVERVIEW
Neighborhood Nursery
Website and brand/marketing concept design for an expert gardener and native habitat consultant’s small business in the Pacific Northwest.
• Role: UX Researcher & Designer
• Duration: 2 weeks
• Deliverables: Research reports, brand strategy, wireframes
This project was primarily research-driven. I guided the work through the “understand” and “research” phases of the design process, and into the early stages of design exploration. While the client shifted focus before development and iteration, the insights and mid-fidelity wireframes delivered here represent a complete and valuable first phase of design
THE CHALLENGE
Research and create a business concept, branding/marketing strategy, and website design for Neighborhood Nursery.
The business needed:
• A beautiful, intuitive website (to stand out among nurseries with poor UX/UI).
• Mission-driven storytelling that reflects permaculture values, community-mindedness, and education.
• Privacy and safety considerations as operations occur in the owner’s backyard garden
PROBLEM STATEMENT
Gardeners of all ages and experience levels need a way to:
• Affordably purchase pollinator-friendly, eco-conscious, and wildlife-friendly plants.
• Access expert garden planning and consultation services tailored to their region.
• Find trustworthy troubleshooting tips and advice.
SUCCESS CRITERIA
This problem will be considered solved when users are able to:
• Browse plant inventory and purchase opportunities
• Identify upcoming sales and book nursery tours by appointment
• Schedule personalized garden planning consultations
• Engage with gardening content specific to the region
POTENTIAL SOLUTION
A visually appealing, mission-focused website that:
• Simplifies navigation and reduces barriers to finding key information
• Clearly communicates services, pricing, and plant availability
• Inspires users through imagery, storytelling, and educational resources
• Integrates with social media to expand reach and credibility
RESEARCH
To ground Neighborhood Nursery in real user needs, I combined quantitative and qualitative methods. A user survey established broad priorities, followed by in-depth interviews with gardeners and micro-nursery owners (view either the user survey script and/or business owner script.) I then synthesized findings through affinity mapping, leading to actionable insights that shaped both content and design direction.
Methods Snapshot:
• 16 survey responses
• 4 gardener interviews
• 3 nursery owner interviews
• 5 competitor sites analyzed
SURVEYS & INTERVIEWS
Survey data provided a quantitative view of user priorities, particularly around eco-conscious gardening values. Visualizing the results helped clarify just how strongly participants cared about sustainability and pollinator-friendly practices.
Graphs: Survey Responses
AFFINITY MAPPING
By clustering interview and survey responses into themes, I identified patterns in users’ goals, preferences, and concerns. This affinity map highlighted where users needed clarity, support, and inspiration, directly shaping the project’s design direction. View full findings.
Affinity Map
KEY INSIGHTS
Synthesizing survey and interview findings revealed clear user priorities — from eco-driven plant choices to the need for accessible guidance and trustworthy services. These insights defined the features and tone of Neighborhood Nursery’s design
Eco-Values Drive Demand
Pollinator-friendly, eco-conscious, and wildlife-supporting plants are top priorities.
Decision Factors
Customers choose based on business model, access, and quality.
Trustworthy Content
Users want clear, reliable, and knowledgeable guidance to support their decisions.
Online Presence = Essential
Instagram and Facebook are must-haves for visibility and engagement.
Clarity and Accessibility
Plain language, simple UI, and email updates help reach broad demographics effectively.
Hiring Help is Divisive
Some users want support; others prefer self-reliance due to cost, space, or personal style.
COMPETITOR ANALYSIS
To better understand how Neighborhood Nursery would fit into the broader market landscape, I analyzed five comparable businesses. Each offered lessons in mission clarity, service presentation, and user experience. This analysis highlighted both challenges and opportunities for creating a site that balances compelling UI, accessibility, and intuitive navigation.
Competitor Analysis Snapshot
PERSONAS & USER STORIES
I created three personas to capture diverse gardening experiences across age, profession, and goals. Paired with user stories, these personas ensured the design addressed practical needs and motivations.
Personas
USER FLOWS & INFORMATION ARCHITECTURE
I modeled key tasks flows - such as browsing plant inventory and booking purchases, seeking gardening tips and scheduling consultations - and paired them with a clear site map to define the website’s navigation. Together, these artifacts clarified user pathways, established intuitive page relationships, ensured a seamless structure to support the design phase.
User Flow & Site Map
DESIGN SOLUTION
Low-fidelity sketches laid the groundwork, and mid-fidelity wireframes brought structure and clarity. Through these iterations, navigation, content groupings, and interactions became more intuitive, while the design stayed flexible for future refinements.
Low-Mid Fidelity Wireframes
The evolving wireframes incorporated the core goals of the solution: clear services and pricing, an easy-to-browse inventory, inspiring imagery and video content, all while staying visually compelling in contrast to the cluttered, poorly designed sites common in the gardening space.
REFLECTION
This project began with an open-ended request and evolved into a much deeper exploration of brand values, user needs, and design foundations. Even without a public launch, it demonstrates how rigorous research and early design can transform a loose idea into a clear, actionable brand direction. While the scope didn’t extend to testing and final iterations, it underscored the value of building strong foundations through user insights and structured design choices. My client described this process as “a special kind of alchemy” — a reminder that, even in its formative stages, thoughtful, research-driven design can make an impact.
NEIGHBORHOOD NURSERY
Mid-Fidelity Wireframes: Home Page & Garden Buzz
PROJECT OVERVIEW
Neighborhood Nursery
Website and brand/marketing concept design for an expert gardener and native habitat consultant’s small business in the Pacific Northwest.
• Role: UX Researcher & Designer
• Duration: 2 weeks
• Deliverables: Research reports, brand strategy, wireframes
This project was primarily research-driven. I guided the work through the “understand” and “research” phases of the design process, and into the early stages of design exploration. While the client shifted focus before development and iteration, the insights and mid-fidelity wireframes delivered here represent a complete and valuable first phase of design
THE CHALLENGE
Research and create a business concept, branding/marketing strategy, and website design for Neighborhood Nursery.
The business needed:
• A beautiful, intuitive website (to stand out among nurseries with poor UX/UI).
• Mission-driven storytelling that reflects permaculture values, community-mindedness, and education.
• Privacy and safety considerations as operations occur in the owner’s backyard garden
PROBLEM STATEMENT
Gardeners of all ages and experience levels need a way to:
• Affordably purchase pollinator-friendly, eco-conscious, and wildlife-friendly plants.
• Access expert garden planning and consultation services tailored to their region.
• Find trustworthy troubleshooting tips and advice.
SUCCESS CRITERIA
This problem will be considered solved when users are able to:
• Browse plant inventory and purchase opportunities
• Identify upcoming sales and book nursery tours by appointment
• Schedule personalized garden planning consultations
• Engage with gardening content specific to the region
POTENTIAL SOLUTION
A visually appealing, mission-focused website that:
• Simplifies navigation and reduces barriers to finding key information
• Clearly communicates services, pricing, and plant availability
• Inspires users through imagery, storytelling, and educational resources
• Integrates with social media to expand reach and credibility
RESEARCH
To ground Neighborhood Nursery in real user needs, I combined quantitative and qualitative methods. A user survey established broad priorities, followed by in-depth interviews with gardeners and micro-nursery owners (view either the user survey script and/or owner script.) I then synthesized findings through affinity mapping, leading to actionable insights that shaped both content and design direction.
Methods Snapshot:
• 16 survey responses
• 4 gardener interviews
• 3 nursery owner interviews
• 5 competitor sites analyzed
SURVEYS & INTERVIEWS
Survey data provided a quantitative view of user priorities, particularly around eco-conscious gardening values. Visualizing the results helped clarify just how strongly participants cared about sustainability and pollinator-friendly practices.
Graphs: Survey Responses
AFFINITY MAPPING
By clustering interview and survey responses into themes, I identified patterns in users’ goals, preferences, and concerns. This affinity map highlighted where users needed clarity, support, and inspiration, directly shaping the project’s design direction. View full findings.
Affinity Map
KEY INSIGHTS
Synthesizing survey and interview findings revealed clear user priorities — from eco-driven plant choices to the need for accessible guidance and trustworthy services. These insights defined the features and tone of Neighborhood Nursery’s design
Eco-Values Drive Demand
Pollinator-friendly, eco-conscious, and wildlife-supporting plants are top priorities.
Decision Factors
Customers choose based on business model, access, and quality.
Trustworthy Content
Users want clear, reliable, and knowledgeable guidance to support their decisions.
Online Presence = Essential
Instagram and Facebook are must-haves for visibility and engagement.
Clarity and Accessibility
Plain language, simple UI, and email updates help reach broad demographics effectively.
Hiring Help is Divisive
Some users want support; others prefer self-reliance due to cost, space, or personal style.
COMPETITOR ANALYSIS
To better understand how Neighborhood Nursery would fit into the broader market landscape, I analyzed five comparable businesses. Each offered lessons in mission clarity, service presentation, and user experience. This analysis highlighted both challenges and opportunities for creating a site that balances compelling UI, accessibility, and intuitive navigation.
Competitor Analysis Snapshot
PERSONAS & USER STORIES
I created three personas to capture diverse gardening experiences across age, profession, and goals. Paired with user stories, these personas ensured the design addressed practical needs and motivations.
Personas
USER FLOWS & INFORMATION ARCHITECTURE
I modeled key tasks flows - such as browsing plant inventory and booking purchases, seeking gardening tips and scheduling consultations - and paired them with a clear site map to define the website’s navigation. Together, these artifacts clarified user pathways, established intuitive page relationships, ensured a seamless structure to support the design phase.
User Flow & Site Map
DESIGN SOLUTION
Low-fidelity sketches laid the groundwork, and mid-fidelity wireframes brought structure and clarity. Through these iterations, navigation, content groupings, and interactions became more intuitive, while the design stayed flexible for future refinements.
Low-Mid Fidelity Wireframes
The evolving wireframes incorporated the core goals of the solution: clear services and pricing, an easy-to-browse inventory, inspiring imagery and video content, all while staying visually compelling in contrast to the cluttered, poorly designed sites common in the gardening space.
REFLECTION
This project began with an open-ended request and evolved into a much deeper exploration of brand values, user needs, and design foundations. Even without a public launch, it demonstrates how rigorous research and early design can transform a loose idea into a clear, actionable brand direction. While the scope didn’t extend to testing and final iterations, it underscored the value of building strong foundations through user insights and structured design choices. My client described this process as “a special kind of alchemy” — a reminder that, even in its formative stages, thoughtful, research-driven design can make an impact.