Graphic & Web Designer at GardeNeen Containers

From initial concept to final execution, I developed the brand identity and online presence for GardeNeen Containers, a small gardening business created from scratch in collaboration with my client. The goal was to establish a cohesive brand, which included developing a business name, logo, website, business card, and social media marketing strategies. This aimed to attract homeowners and businesses interested in container gardening services. We established a brand that aligns with her vision, leading to her acquiring clients and running a successful business.

Introduction

Context: The goal was to create a brand for the small gardening business my client was starting. The target audience was homeowners and businesses, particularly those over 40 with disposable income, who would appreciate the aesthetic and practical benefits of container gardens.
Role: I served as the lead graphic and web designer, responsible for the brand and logo design in Illustrator, InDesign, and the website development on Wix.
Duration: The project timeline was approximately two months, with a budget of around $500 and about 28 hours of work, including meetings, design, and development.

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Problem Statement

Challenges: The client needed a unique brand to attract clients, an effective online presence, and a robust social media strategy. As a novice designer, this was my first large paid project with a real client, making it challenging to work alone without other designers to share ideas or the workload.
Goals: The primary aims were to create an inviting and visually appealing brand that resonated with the gardening theme, satisfy the client’s vision, and deliver the project efficiently within the budget constraints.

Research

Methods: Conducted competitive analysis of other gardening brands and their websites to gain insights into effective design elements and structures.
Findings: Identified key elements such as a gallery section, service descriptions, and a common use of plant-based logos and pastel colors, particularly green.

Personas

Developing personas to represent user groups and target market.

**Nancy:** A retired nurse seeking a container garden for her porch.

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**Tom:** A tech enthusiast searching for the perfect gift.

Design Process

Ideation:

Developed initial logo sketches on paper
Refined logo in Illustrator
Created multiple iterations until the final design was agreed upon.
Researched similar websites to inform the wireframe and layout of the GardeNeen Containers website.

Iterations:

Sketched wireframes
Developed a live website on Wix
Regularly updated the client and incorporated feedback through video meetings.

Usability Testing

Testing Methods: Conducted in-person cognitive walkthroughs with two participants to test the website’s usability for ordering container gardens.

Participant Feedback:

Participant #1: Took 1 minute 15 seconds, encountered issues finding how to purchase the product, and navigated through several pages before finding the contact form.
Participant #2: Took 1 minute 5 seconds, faced similar issues with navigation, and ultimately filled out the contact form to order.

Heuristic Evaluation:

Identified issues with lack of an ordering page, unclear instructions on how to order product, difficulty finding the contact form.
Improvements made: Added clear instructions on how to order the container gardens with information on how to set up a consultation.

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After completing the usability tests and identifying UX issues with ordering the product, I added a 'Setup Consultation' button and provided clear instructions to guide users on how to order container gardens, emphasizing that a consultation is required before placing an order.

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Usability Analysis Presentation:

Final Design and Deliverables

Inviting and user-friendly online presence
Cohesive brand identity with a logo and business card design
Social media marketing on Instagram

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Outcome and Impact

Results: The final design after the usability tests improved the user experience by clarifying the ordering process through a contact form and a "setup consultation" button. The client reported increased customer engagement and new clients.
Impact: The project successfully established a professional brand identity, enhancing the client's ability to attract and retain customers. The website and business card contributed to a more official and trustworthy brand image.

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Reflection

Lessons Learned: Working alone was challenging, especially as a beginner. It highlighted the benefits of collaborating with other designers. I also learned the importance of keeping the logo simple for versatility in its use. Additionally, it emphasized the need for more efficient project management. I initially drew too much inspiration from other gardening brand websites, only to realize later that their layouts weren't the most effective. With more original brainstorming on UX strategies, I now believe I could have created a more innovative and functional design.
Future Improvements: Potential enhancements include polishing the layout and design of the website, simplifying the logo, adding more information and pricing on the website, increasing social media marketing, expanding the gallery, adding an online store, and conducting additional usability tests to refine the user experience.