Naturethings Plant Platform and Marketplace
2021 - 2022
Location
Singapore
Client
Naturethings
Duration
3 Months
Role
Team Members
This project was designed during my tenure at Bonsey Jaden agency, in which I collaborated with Irene Wikanta (UI/UX Lead), Gabriella Christina (UI/UX Design Intern) and the business development department.
About
Naturethings is an AI-powered platform that helps plant enthusiasts discover, shop for, and care for plants through innovative tools like an AI-powered WhatsApp chatbot. The platform required a redesign to ensure design consistency across its website and digital assets, reflecting its playful yet reliable brand.
Scopes
Website audit and redesign
Brand analysis and competitor analysis
UI/UX enhancements
Design system creation
Marketplace and pitch deck design
Challenge
Naturethings’ previous design lacked consistency and failed to effectively communicate its playful brand persona. The diverse target audience—ranging from tech-savvy young plant carers to more traditional Baby Boomers—posed a unique challenge in creating an inclusive design system.
Design Process
Phase 1: Research and Insights
We began by analyzing Naturethings' website traffic and conversion rates to identify areas for improvement. This data-driven approach revealed that while the platform attracted a significant number of visitors, the conversion rate was below industry standards, indicating potential issues in user engagement and experience.
Phase 2: Design System
Based on our findings, we developed a scalable design system featuring fun shapes, earthy colors, and emoticons inspired by WhatsApp to tie in the chatbot experience. Tags and decorative elements were carefully designed to enhance usability and aesthetic appeal for all age groups.
Phase 3: Prototyping and Scaling
Prototypes were expanded to include interactions, animations, and UI components. A key addition was the marketplace feature, which was integrated into the design system. This included creating interactive product cards, search functionality, and call-to-action elements that aligned with Naturethings’ playful brand identity.
We collaborated with Naturethings’ dev team to align the UI library with technical requirements, ensuring efficient implementation of all features, including the marketplace.
Final Phase: Continuous Improvements
Post-launch, new features to the marketplace were added, integrating quizzes and social media to enhance user engagement. Heatmaps and traffic analytics informed ongoing UX improvements.
Impact
Naturethings’ redesigned platform is a vibrant, functional hub for plant enthusiasts, offering AI-driven quizzes, shopping, and personalized care recommendations. Its playful yet professional brand identity now resonates across all touchpoints.
