Greenleaf

Phs Greenleaf is one of the UK’s leading suppliers and installers of living and fake plants and plant displays. With many large clients they needed a new vibrant website which reflects more of the nature of work they do, rather than the more corporate style they had before.

Problem:

The old website was in desperate need of work. The main problem Greenleaf had was that the existing site was very corporate for the nature of their business. They had a grey website with little photography to showcase their best planting displays. For such a vibrant company like Greenleaf, having a dull website with clashing/harsh colours was just making it feel dated.

Client Personas:

Bar manager
Alun Roberts | 40 years of age

Responsibilities:

Producing detailed drawings
Sourcing products for projects
Negotiating with contractors and specialists
Preparing/presenting proposals to clients

Pain points:

Finding products of specification
Health and safety issues
Make sure contractors understand installation
Making sure business owner is satisfied with the product

Online:

Mostly uses desktop but is comfortable with other devices

Goals:

Find products to fulfil a specific need
On time service that does not disturb the schedule of their client
Convince customer/clients that their plan is fit for purpose

Office owner
John Phillips | 45 years of age

Responsibilities:

Make sure labour costs are feasible
Make sure a good net earning is achieved
Ensure installations are as simple and completed on time

Pain points:

Making sure expectations are met while working on a budget
Reluctant to try new products if not convinced
Training staff required for job

Online:

Fine with digital but usually on a phone or hand held device due to the nature of their work

Goals:

Carry out job as efficiently as possible
Work within the budget

Account manager
Cameron Jones | 30 years of age

Responsibilities:

Answer client queries
Keep a good customer relationship
Provide a source of relevant products

Pain points:

Finding products for a competitive price
Overseeing multiple accounts and contracts

Online:

Comfortable with digital, uses desktop and phone

Goals:

Providing products within a tight budget
Maintaining a good client relationships

The redesign

Home page

Product Page

What was done:

I restructured the website slightly as there was the introduction of more drop downs and more service pages. The only other major change was the layout so more of the colourful imagery can be used. A problem with the old site was that the existing templates didn’t have good places for the images to be utilised. Most of the images were cropped and couldn’t get a full perspective of what they were trying to show. This was something that was also rectified through larger banner images and an image gallery. In addition I changed the blog template. This was so Greenleaf can help bring their case studies and creation to life, instead of having a static blog article which doesn’t fully show case the great work they do.

On a lot of pages there was lots of over bearing text and copy. One of my aims was to take all of that information and break it down into a more manageable chunks for the users. As you can see I have done this on the service pages and on the product page. This then left more room for the vibrant photography. Also, on the product page there was an introduction of a price. This is because Greenleaf want to go into the B to C market, direct to customers, instead of B to B. I thought this would be a good way to make the usability for customers better than the old site.

The only other change was to use a more ‘natural’ colour palette. When viewing competitions they used colours that were more representative of the products they were selling. This gave the overall brand a warmer, more personal feel.