THE VICTORIAN REVIVAL

The Victorian Atlanta is a specialty boutique plant shop located inside of Citizen Supply at Ponce City Market. Their current website is minimal and provides basic information about their services and an online store that only carries houseplants. 

This was a solo project with a two-week timeline. 

SUMMARY

I created a microsite to supplement The Victorian's inventory during the holidays with items from local artists and unique vintage pieces.

Access to this site is made available through a banner that rolls in from the left on The Victorian Atlanta's homepage. These colors will be used in the supplemental site. 

I utilized and enhanced the original site's style guide and added two accent colors to differentiate but also add congruence between The Victorian and The Revival. 

DESIGN PROCESS

RESEARCH

My persona is David, a 40-year-old "hip" dad with a 14-year old son, James. 

He's been an Atlanta resident (Inman Park neighborhood) for over 10 years. David works at a fun tech startup and likes to bike to work. When it comes to being a consumer, he prefers to shop local when possible and supports Atlanta artists. 

David's son has recently taken up the hobby of caring for houseplants and learning about gardening. Since it's going to be cold in Atlanta for a few months, David wants to get James something for Christmas that will help him nurture this craft until the weather warms up again. Through friends on Instagram, David learns about The Victorian Atlanta--a specialty houseplant shop--and decides to look into what they have to offer. Though their plant selection is nice, their lack of accessories is disheartening. 

OPPORTUNITIES

PAIN POINTS

"I want to support my son's hobby and maybe find a class that he and I can take together."

  • David dislikes shopping. He has no patience for trying to park, navigating holiday crowds, or looking endlessly through racks of items.  

  • When shopping online, long, drawn-out checkout processes cause him anxiety.

  • Lack of sufficient product information is an instant turn-off.

  • He wants to shop local, from a place that he trusts and that his friends recommend. 

  • He'd much rather shop online.

  • Focus on new inventory.

  • Make shipping and returns easy and straightforward.

  • Provide product ratings and recommendations. 

Key takeaways from this analysis:

  • Retailer "Flora Fauna has no e-commerce to speak of. 

  • West Elm and Native Bear provided the most insights into a "happy path" and potential layout.

  • None of the examples provide user reviews or ratings. 

After researching The Victorian's site, I made note that their current online shop only carries plants and very few accessories. 

To better see how I could fulfill David's needs, I did a Competitive Analysis of similar shops in and around Atlanta. I organized the data to show the strengths and weaknesses, and places in which my site could excel. 

COMPETITIVE ANALYSIS

SYNTHESIS

Based on David's needs, pain points, and the analysis of existing sites, I established my problem and solution statements. 

PROBLEM

David wants to get his son some interesting and unique pots and plant gifts from The Victorian online for Christmas, but their e-commerce offerings are limited to plants.

SOLUTION

The Victorian Revival, an online holiday pop-up market that offers a curated collection of local artisan goods to complement The Victorian Atlanta’s inventory of plants.

CARD SORTING

To determine how to organize my products, I conducted several card sorting sessions, with three open-sorts and five closed-sorts. After the eighth session my categories were solidified. 

CARD SORTING INSIGHTS

I created this chart to help me see how my categories evolved and from where the patterns emerged. 

DESIGN

~Very rough~ initial sketches of the proposed layout. 

In keeping with David's requirements, I created a sitemap and user flow that takes him from product to checkout confirmation in a matter of minutes. My goal was to provide as much information as possible within each category and have the checkout process be as concise as possible. 

USER FLOW

(click to expand)

victorian user flow.png

SITEMAP

Victorian Sitemap

WIREFRAMES

Once I had my sitemap and user flow, I began building wireframes and established the task I wanted my users to perform. 

The primary task was to go into the microsite, find a tool, and proceed through checkout to the confirmation page. 

USER TESTING AND ITERATIONS

Moved search function to footer with other auxiliary features. 

Added profile icon here to quickly access account info. 

Changed to Suggested Items according to search and purchase history. 

I performed four user tests and recorded feedback. Iterations were made according to the findings, including:

REFLECTIONS AND NEXT STEPS

User feedback was mostly positive, and it appeared that our objectives had been met for David's shopping experience. A few highlights from testing:

  • Flow from browsing to checkout is simple and intuitive

  • Elements in checkout need to be reorganized to efficiently use space

  • Need more consistency from page to page during checkout

  • User profile and login needs to be more evident

For the next steps, I'll make these changes and continue to iterate and test new versions. I also want to flesh out the rewards program section of 

the site and see how it could potentially be a permanent integration for 

The Victorian Atlanta. 

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 ©2019 Hilary Kelley | Atlanta, GA