Grower’s Grove — a conceptual look into e-commerce

Our Client

Grower’s Grove is a fictional garden store based in Islington, North London. They are well known in the community but are now looking to branch out into the world of e-commerce.

The Brief

Due to coronavirus restrictions, Grower’s Grove had begun to encounter financial difficulties. To keep the business afloat, they had decided to bring in revenue by selling their products online. They wanted a clear and efficient way of both locating and purchasing products, and also an easy means of contacting store members for advice. On top of this, it was important to keep their ‘small business’ appeal, including great customer service.

Competitive Analysis

To gain an understanding of what the e-commerce market looked like for gardening stores, we decided that we needed to dive into some competitors sites for inspiration.

Direct competitors did not even have an e-commerce function; by focusing on a more commercial approach, there was a chance to get ahead of the competition.
It seems that an online chat function has not been explored by gardening stores.

User Research

Next, our course instructor gave us a product inventory. We had to determine how exactly we were going to showcase the products within the website, so we used card-sorting to categorise them.

The favourite for number of categories was 5.


As well as taking participant’s advice on categories and conducting competitive analysis, interviews were our best bet in discovering how we should lay out the website.



Considering users had found the layout to be relatively intuitive, but with some hiccups, I decided that a digital wireframe would perhaps help clarify some of the pain points.


Next steps:

The next steps for this project are to iterate the designs up to high-fidelity to really bring to life our findings from our research. Beyond that, further testing needs to be done to understand where else the product could improve.

What I learned:

As this project was done relatively early in my UX career, I learned a huge amount of information. The need to pry and get to the bottom of complex issues in interviews was something that really stood out. If you ask the wrong sorts of questions, interrupt at all, or don’t push people a little further for their feedback, you will not receive the insights that will eventually influence your design.



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Ben Appleyard

Ben Appleyard

UX Designer and student at General Assembly