Green Nest is all about making sustainable living easier. They offer high-quality, eco-friendly homeware and lifestyle products at accessible prices, aiming to bridge the gap for consumers seeking greener alternatives. Green Nest prioritizes transparency and caters to a target audience who values both environmental responsibility and beautiful design. In this project, I took on the challenge of crafting a visual identity & online shop that reflects Green Nest's core values.
→ Platform Audit
→ Stakeholder Interviews
→ Literature Review
→ NNG Guidelines
→ Legacy UI Evaluation
→ Brainstorm
→ Sketching (x2)
→ Wireframes
→ UI Design
→ Interactive Prototypes
→ UX & IxD Specifications
→ Design Critique
→ Visual QA
→ Team Workshop
→ CompetitorAnalysis
→ User Survey
→ Brand Definition Workshop
→ Brand Framework
→ User Requirements
→ Moodboarding
→ Wireframes
→ Visual identity Design
→ UI Design
→ Design System Creation
→ Functional Specifications
→ Brand Guidelines
→ Think AloudTesting
→ Visual QA
→ Kick-off Workshop
→ Metadata Analysis
→ PWA Technology Research
→ Use Case Definition
→ Functional Requirements
→ Team Brainstorm
→ Wireframes
→ UI Design
→ Interactive Prototypes
→ Cognitive Walkthrough
→ Click Testing
→ User Questionnaire
→ PWA Build
→ Visual QA
→ Competitor Analysis
→ Social Media Analysis
→ Content Requirements
→ Functional Requirements
→ Moodboarding
→ Sketching
→ Wireframes
→ Visual Identity Design
→ UI Design
→ Design System Creation
→ Design Critique
→ Design Revisions
→ User Interviews
→ Literature Review
→ CompetitorAnalysis
→ Persona Creation
→ User Requirements
→ Product Scoping
→ Brainstorm
→ Sketching
→ Journey Mapping
→ Wireframes
→ Visual Identity Design
→ UI Design
→ Design System Creation
→ Think Aloud Testing
→ User Interviews
→ Literature Review
→ CompetitorAnalysis
→ Persona Creation
→ User Requirements
→ Product Scoping
→ Brainstorm
→ Sketching
→ Journey Mapping
→ Wireframes
→ Visual Identity Design
→ UI Design
→ Design System Creation
→ Think Aloud Testing
→ Competitor Analysis
→ Literature Research (PET)
→ Brainstorm
→ Functional Specification
→ Sketching
→ Journey Mapping
→ Wireframes
→ Visual Identity Design
→ UI Design
→ Design System Creation
→ Moderated User Testing
→ Client Review
→ Visual QA
→ Analytics Monitoring
The user was at the forefront of this project from the very beginning. Through a series of user interviews, I gained valuable insights into the diverse Green Nest customer base. Their goals, needs and pain points were carefully documented, uncovering not only purchasing behaviours & brand preferences, but also attitudes towards eco-living. Competitive analysis provided further context, revealing a trend towards clean, minimalist design with natural colours and organic shapes. Interestingly, some brands, while prioritising eco-friendliness, came across as elitist & inaccessible. This insight would be crucial in shaping Green Nest's approachable & inclusive brand identity.
With this user-centered foundation established, I developed 3 distinct user personas, each representing a key customer segment. These personas informed the identification of core user requirements, which then fuelled the brainstorming of features & brand considerations. The visual identity began to take shape with explorations of leaf motifs & green colour palettes. Simultaneously, the shopping experience was brought to life through sketches & wireframes. User flows were meticulously mapped, prioritising conversion throughout the platform. Detailed notes on the design decisions behind these choices can be found within the annotated wireframes below!
The final Green Nest visual identity stood out in the eco-conscious space with a calming earthy green and beige colour palette reflecting natural elements. The brand mark, a uniquecombination of leaf and nest, was designed for scalability across all platforms & doubled as a subtle yet impactful texture. Serif fonts throughout, chosen for their organic flair compared to typical e-commerce fonts & neutral-toned product images completed the picture, created a cohesive brand experience that emphasisesd nature & sustainability.
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The final Green Nest ecommerce site embodied their new visual identity, utilising bold serif titles that evoked an organic feel & large, natural-toned product photos for an immersive shopping experience. Conversion optimisation was at the forefront, with features like quick-add functionality & prominent UI elements highlighting free shipping, discount codes, and user reviews. The responsive design ensured seamless interaction across devices, while additional features like local product sections, sustainability information for each item & robust safety features rounded out the user experience.
"She masterminded an entire refresh of our app & brand setting a foundation for design here at Muzz. Always focussed on finding the right balance between user & business needs.
I could always trust Laura to find the right solution for a particular design or user experience problem & one of the strongest designers I've worked with."
"Laura is quite simply amazing. Hugely talented and creative. Her take and revamp of our website UX is fantastic and she helped us to understand the logic and theory behind her suggestions. Highly recommended."
"Laura's contribution to the design aspect of my mobile game was nothing short of remarkable.
Working alongside Laura has been an absolute pleasure. Her contributions have been instrumental in elevating the game's design to a new level."
"She nailed the website looks exactly to my expectations. On top of that, she's also super fast & efficient... & thinks about other aspects of the web design. le. how people would convert, what attracts their attention etc.
Definitely give her a chance, and you'll be glad you got such a pro working with you."
"Love working with Laura! The attention and care to details makes me feel fully held with clear guidance and fully supported on our projects.
Look forward to future projects as well. Much gratitude!"
"Laura has a unique quality through her skills & professionalism in drawing out from the client exactly what they are looking to achieve. Then visualising this back to them with different options, so they have a choice.
I would recommend Laura anytime and every-time to anyone that is in need of such expertise, or design services."
