Neighborhood Nursery
Mid-Fidelity Wireframes: Home Page & Garden Buzz
Project Overview
A small business concept and website design for a gardener specializing in native plants and gardening education in the Pacific Northwest.
Role: Lead UX Researcher & Designer
Duration: 2 weeks
Deliverables: Research synthesis, service model recommendations, information architecture, mid-fidelity wireframes
This project transformed a loosely defined business idea into a clear service model and website design to position the nursery within the local gardening marketplace.
The Challenge
Create a business concept, branding 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
A business model that differentiates it in the local nursery market and appeals to a wide range of potential customers
Potential Solution
A successful business concept and website design must consider the following:
Founder Philosophy
The owner’s commitment to permaculture principles, ecological stewardship, and community education through gardening
Operational Constraints
The realities of operating a nursery from a private backyard, including safety considerations, appointment-based browsing, and pop-up sales offering seasonal inventory
User Demand
What local gardeners value when purchasing plants or seeking gardening guidance
Research
To clarify how the nursery could successfully operate and connect with customers, I combined several research approaches:
surveys with local gardeners
interviews with micro-nursery owners
analysis of comparable businesses
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
Research 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.
Micro-Nursery Owner Conversations
I conducted two brief interviews with nursery operators who run similar small-scale backyard businesses. These conversations provided practical insights into how private nurseries balance customer access with safety considerations. Both business owners described relying on appointment-based browsing and buying to manage visitor flow while maintaining a comfortable and secure environment.
Competitive 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
Design Goals
Based on insights gathered through user research and competitive analysis, I identified several priorities that would best position Neighborhood Nursery within the local marketplace.
The website design must:
Clearly communicate ecological mission and philosophy
Make it easy for visitors to browse (seasonal) plant availability
Support appointment-based visits and garden planning consultation services
Provide trustworthy gardening advice and educational content
Integrate seamlessly with social media channels used by local gardeners
Personas & User Stories
I created three personas to represent the diverse needs of potential customers 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 task 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
Low-fidelity sketches explored how the nursery’s services and content could be structured.
Design Solution
Mid-fidelity wireframes translated the service model into a clear website layout, organizing plant sales, garden consultation services, and educational content into intuitive navigation pathways.
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 deeper exploration of how a small gardening business could operate, communicate its values, and differentiate itself in the marketplace. Even without a public launch, it demonstrates how rigorous research and early design can transform a loose idea into a clear, actionable brand direction. 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
A small business concept and website design for a gardener specializing in native plants and gardening education in the Pacific Northwest.
Role: Lead UX Researcher & Designer
Duration: 2 weeks
Deliverables: personas, journey maps, information architecture, wireframes (low to high fidelity), interactive prototype, usability & preference testing, design system.
Research synthesis, service model recommendations, information architecture, mid-fidelity wireframes
The Challenge
Create a business concept, branding 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
A business model that differentiates it in the local nursery market and appeals to a wide range of potential customers
Potential Solution
A successful business concept and website design must consider the following:
Founder Philosophy
The owner’s commitment to permaculture principles, ecological stewardship, and community education through gardening
Operational Constraints
The realities of operating a nursery from a private backyard, including safety considerations, appointment-based browsing, and pop-up sales offering seasonal inventory
User Demand
What local gardeners value when purchasing plants or seeking gardening guidance
Research
To clarify how the nursery could successfully operate and connect with customers, I combined several research approaches:
surveys with local gardeners
interviews with micro-nursery owners
analysis of comparable businesses
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.
This visual analysis surfaced recurring patterns across participants, firmly establishing the needs which informed the system architecture.
Affinity Map
Research 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.
Micro-Nursery Owner Conversations
I conducted two brief interviews with nursery operators who run similar small-scale backyard businesses. These conversations provided practical insights into how private nurseries balance customer access with safety considerations. Both business owners described relying on appointment-based browsing and buying to manage visitor flow while maintaining a comfortable and secure environment.
Competitive Analysis
ITo 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
Design Goals
Based on insights gathered through user research and competitive analysis, I identified several priorities that would best position Neighborhood Nursery within the local marketplace.
The website design must:
Clearly communicate ecological mission and philosophy
Make it easy for visitors to browse (seasonal) plant availability
Support appointment-based visits and garden planning consultation services
Provide trustworthy gardening advice and educational content
Integrate seamlessly with social media channels used by local gardeners
Personas & User Stories
I created three personas to represent the diverse needs of potential customers 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 task 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
Low-fidelity sketches explored how the nursery’s services and content could be structured.
Design Solution
Mid-fidelity wireframes translated the service model into a clear website layout, organizing plant sales, garden consultation services, and educational content into intuitive navigation pathways.
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 deeper exploration of how a small gardening business could operate, communicate its values, and differentiate itself in the marketplace. Even without a public launch, it demonstrates how rigorous research and early design can transform a loose idea into a clear, actionable brand direction. 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
A small business concept and website design for a gardener specializing in native plants and gardening education in the Pacific Northwest.
Role: Lead UX Researcher & Designer
Duration: 2 weeks
Deliverables: personas, journey maps, information architecture, wireframes (low to high fidelity), interactive prototype, usability & preference testing, design system.
Research synthesis, service model recommendations, information architecture, mid-fidelity wireframes
The Challenge
Create a business concept, branding 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
A business model that differentiates it in the local nursery market and appeals to a wide range of potential customers
Potential Solution
A successful business concept and website design must consider the following:
Founder Philosophy
The owner’s commitment to permaculture principles, ecological stewardship, and community education through gardening
Operational Constraints
The realities of operating a nursery from a private backyard, including safety considerations, appointment-based browsing, and pop-up sales offering seasonal inventory
User Demand
What local gardeners value when purchasing plants or seeking gardening guidance
Research
To clarify how the nursery could successfully operate and connect with customers, I combined several research approaches:
surveys with local gardeners
interviews with micro-nursery owners
analysis of comparable businesses
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.
Affinity Map
Research 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.
Micro-Nursery Owner Conversations
I conducted two brief interviews with nursery operators who run similar small-scale backyard businesses. These conversations provided practical insights into how private nurseries balance customer access with safety considerations. Both business owners described relying on appointment-based browsing and buying to manage visitor flow while maintaining a comfortable and secure environment.
Competitive 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
Design Goals
Based on insights gathered through user research and competitive analysis, I identified several priorities that would best position Neighborhood Nursery within the local marketplace.
The website design must:
Clearly communicate ecological mission and philosophy
Make it easy for visitors to browse (seasonal) plant availability
Support appointment-based visits and garden planning consultation services
Provide trustworthy gardening advice and educational content
Integrate seamlessly with social media channels used by local gardeners
Personas & User Stories
I created three personas to represent the diverse needs of potential customers 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 task 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
Low-fidelity sketches explored how the nursery’s services and content could be structured.
Design Solution
Mid-fidelity wireframes translated the service model into a clear website layout, organizing plant sales, garden consultation services, and educational content into intuitive navigation pathways.
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 deeper exploration of how a small gardening business could operate, communicate its values, and differentiate itself in the marketplace. Even without a public launch, it demonstrates how rigorous research and early design can transform a loose idea into a clear, actionable brand direction. 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.