Background

Jardín is a small shop in Houston, Texas that specializes in locally made art, home decor, & apparel. The business was founded by me & my friend Holly in 2020. This Case Study examines the shop in its current state & explores ways to specifically create a WEBSITE REDESIGN. More generally we would like to find ways to improve the customers experience via research, brain storming, & forming a solid implementation strategy.

Overview

To better understand Jardín’s customers and improve the shop’s website, I conducted a survey with 10 carefully worded multiple-choice questions.

Based on the survey results, I identified specific areas to improve the website. By promoting its locally sourced products in a way that resonates with its target audience we would increase customer engagement & ultimately meaningful sales.

Role : UX/ UI designer

Timeline : 3 weeks

Challenges

Millennials want to shop consciously but also not break the bank. The market for locally made, cleverly designed products is pretty niche. Customers need to be educated on our products & why they are great in order to be enticed to purchase. We will accomplish this by creating fun product descriptions, on point branding, & clear navigation.

Jardín faced several challenges during its early days, such as building a loyal customer base, increasing brand awareness, & competing with larger retail chains. The boutique's focus on locally made products presented a challenge, as it was difficult to source materials and find suppliers that met their strict standards whilst maintaining a unique aesthetic & voice.

“How might we …

Increase customer engagement and sales for Jardín by redesigning the website & in person experience in a way that resonates with the target audience?"

Jardín Website 1.0

  • Old Homepage

  • Minimal About Page

  • Minimal Art Section

  • Apparel Section Needs Work

  • Minimal Instagram Activity

User Interview Findings

Helen, Austin, TX

“I check the website often because I want to purchase from a distance but it always seems out of date. ”

Justin, Houston, TX

“The only change I would make to the online shop is to add menswear.”

Laura, Houston, TX

“Sure, I’d pay more for something sustainable, but only to a point. ”

  • More Menswear !

  • Expand Production!

  • Update Site More Often :)

  • Excellent Quality :)

  • Would Pay More For Local

  • Excellent Customer Service :)

  • Want Clever Design

  • Purchase Clothes Most Often

MAIN TAKEAWAYS FROM SURVEY:

  • 60 % purchase clothes more often

  • 55% want more menswear

  • 50% want expanded production

  • 55% ask to update site more often

  • 100% say we have excellent customer service :)

Jardín Website 2.0

  • New Homepage

  • Fleshed Out About Page

  • More Artists in Art Section

  • New Menswear Section

Next Steps ~

Next Steps ~

This project taught me about all the areas of needed improvement for the shop, both in person & online. It was extremely informative to have these critical conversations with customers one on one. I realized how important it is to take the time to do user behavioral research because listening & knowing what the customer’s needs & pain points are is key to our growth

Next, I would like to gather MORE customers to fill out the survey to get more accurate data with a comment box. I would like to experiment more with A/B testing. I would also like to flesh out the Design portfolio page more..

Solution

To address these challenges, Jardín implemented several strategies:

  • We focused on building a strong brand identity that emphasized our commitment to sustainability and local production. We also leveraged social media platforms to connect with their customers and share their brand story.

  • The business carefully curated our product selection to include unique and high-quality items that met our ethical and environmental standards. We also prioritized products made by local artisans and designers to support the local economy.

  • Jardín hosted events and workshops focused on sustainability and ethical fashion and design practices. These events provided an opportunity to educate customers and build a sense of community around the boutique.

  • We collaborated with other local businesses, such as coffee shops and restaurants, to host joint events and cross-promote each other's products.