Grower's Club: E-shop webdesign for gardening supplies by B2B design agency
About Grower's Club
Grower's Club supports passion for gardening with a wide range of quality and functional products. Creating a clear and natural environment that reflects their brand was as important to them as selling the products themselves.
Problems
Although the brand excelled in quality and reliability, their e-shop was holding them back in the digital world. The website didn't inspire trust, users often got lost, left without making a purchase, and the brand was losing potential customers.
Key problems that hindered growth:
- • Outdated design reduced company credibility
- • Unclear navigation complicated browsing products
- • Unoptimized mobile version led to frequent cart abandonment
- • Missing payment methods complicated order completion
Solution
We helped the company bring its character into the digital realm. We created a completely new online experience from the ground up - a clean and modern interface that not only looks good but also enables intuitive and smooth shopping.
- • Unified visual and typographic system strengthening trust and brand recognition
- • Simplified navigation for easy browsing of categories and products
- • Fully responsive design optimized for fast loading and smooth purchase process
- • Enabled customers to pay in their preferred way - simple, fast, and without unnecessary steps
Design Process
In the design, we followed the Lean UX methodology, which is based on 7 steps divided into 4 key phases: Discover, Define, Design and Deliver. This framework allowed us to quickly test ideas, verify hypotheses and effectively connect business goals with user needs.
User Analysis
We examine user needs and company goals to determine direction, define personas and create structure.
- • User Research
- • Goal Setting
- • Strategy
UX Structure Design
We design wireframes and user journeys to be clear, logical and easy to use.
- • Wireframes
- • User Journeys
- • Prototypes
Visual Design
We design the visual appearance and test it with real users to ensure clarity and impact.
- • Visual Direction
- • UI Design
- • Testing
Handoff to Development
We prepare all materials for development and help fine-tune the product for launch.
- • Development Handoff
- • Collaboration
- • Post-launch Optimization
UX Research
We found that people shopping online focus primarily on simplicity and trust - not just on the products themselves. Therefore, we reworked key user flows to better meet these needs. Every design decision was directed towards clear navigation and premium user experience.
User Goals
- • Find the right product without problems
- • Easily discover new items
- • Smoothly browse categories on mobile
- • Feel confident before making a purchase
Problems
Hard to find what I need
Payment is confusing
Browsing products is complicated
I feel the design is not trustworthy
Design System
We created a completely new design system that reflects the brand's style and ensures consistency and platform readiness for future development. The main palette colors - Forest Canopy, Ivory Mist, Midnight Onyx, and Silver Lining - create a balance between aesthetics and functionality.
UX design
We redesigned the brand's digital environment to be smooth, modern, and user-friendly. The layout was designed with emphasis on clear navigation and prominent action elements like "Add to Cart" or "Buy Now", which minimize unnecessary friction during purchase. The goal was to simplify product pages and highlight the most important elements – price, size, and product variant.
Users can rely on the same visual style and smooth experience across all devices. Thanks to micro-interactions, they get immediate feedback with every action, which speeds up orientation and supports natural engagement in the purchase. This approach helps customers shop faster, browse more products, and stay in touch with the brand longer.
User journey map
Web onboarding
Total journey time: 3.25 minutes - 4 minutes
Results
Collaboration with the brand brought a noticeable change in user experience. After launching the new interface, users spend more time browsing products, trust the design, and complete purchases faster.
Users leave the website less often thanks to a more transparent process, and the number of completed transactions has increased. The new website not only looked good, but also effectively improved the brand's business results.
“The collaboration exceeded our expectations. We wanted the shopping process to match the quality of our brand – smooth, clear, and aesthetically unified. The team was able to perfectly understand what our customers need and transformed our website into a place where it's a pleasure to shop. Thanks to the new design, we see greater customer trust, higher order completion, and an overall better impression of the entire brand.”
— Jan Kocourek, CEO Grower's Club
6 months of project collaboration
