CLIENT

Yates

MY ROLE

UX Design
UI Design

SUMMARY

I led the design and direction for a website and branding refresh

PROBLEM STATEMENT

Yates has established itself as an integral part of Australian and New Zealand gardening history, however their web presence wasn’t doing the brand justice.

They needed a branding refresh, and a website that not only encourages engagement to their knowledgebase but their online store.

APPROACH

The project kicked off with a 3 week discovery phase and quickly shifted into delivering analysis, UX, visual design, and an MVP in just 13 weeks. High-level design concepts were generated to address some of the key issues highlighted, and each were validated through rounds of concept usability testing.

Improved Navigation

A menu system with a traditional journey flow established through a card sorting exercise with customers.

Product Search

An intuitive filtering search system that allows customers to drill down and filter selections to their specific needs.

How-to-Grow Guides

A knowledgebase of curated how-to-grow guides that delivers invaluable content to avid gardneners at all levels.

Article

Detailed articles providing consumable content that’s easily accessbile, with suggested products that can be added straight to cart.

Yates Shop

Being a leader in horticultural garden supplies — product and brand discovery is an essential part of a user’s initial and ongoing web experience.

Learnings

The user is always right

Conducting user testing and evaluating users’ feedback at various stages helped to discover and eliminate pain points at early stages.

NEXT PROJECT

DuluxGroup