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Joss Aguilar

2021 - PLANTX CANADA

2021 - PLANTX CANADA

 Project Overview:
PlantX aimed to expand into the Canadian market requiring full implementation and localization of its plant-based eCommerce experience.

This launch generated immediate ROI by tapping into an underserved segment within the first quarter.

  • Launched localized French storefront generating 20% of total sales in first 3 months.
  • Created wireframes and prototypes in Figma; achieved 90% task success rates in user testing.
  • Increased organic traffic by 27% via SEO-optimized layouts and translated content.
  • Documented localization workflows for repeatable market entry processes.
  • Supported trilingual content delivery (EN, FR, ES) for global brand alignment.

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1. User Persona

Name: Marie-Lou Tremblay

  • Age: 34
  • Location: Québec City, QC
  • Occupation: Elementary School Teacher
  • Language: Native French speaker
  • Tech Behavior: Shops online 2–3 times a month, prefers mobile browsing
  • Lifestyle: Vegan, values wellness, environmentally conscious

Pain Points:

  • Difficulty finding fully French plantbased shopping platforms
  • Mistrusts websites with poor translation or lacking cultural context

Goals:

  • Wants a seamless and trustworthy French shopping experience
  • Prefers detailed product info, clear categories, and intuitive UI

2. UX Research and Findings

Research Goals:

  • Understand the French Canadian vegan consumer's needs
  • Identify localization gaps in the original English platform
  • Validate usability post-translation

Methods:

  • User Interviews: Conducted with French-speaking Canadian users to understand cultural preferences and expectations.
  • Surveys: Focused on language use, shopping behaviors, and user trust factors.
  • Usability Testing: A/B testing on French vs. English experiences, particularly around cart flow and product pages.
  • Competitor Analysis: Benchmarked against other bilingual Canadian retailers like Well.ca and Végé-T.

Findings:

  • Users trust signals (e.g. free shipping, return policy) must be clearly visible in French.
  • Language toggle should be persistent and easily accessible. Mobile UX needed to prioritize short, scannable content.

3. UX Design Contributions

  • Redesigned Navigation: Adapted menu hierarchy for French browsing logic (e.g., placing "Aliments" and "Santé" categories more prominently).
  • Simplified UI Elements: Shortened call-to-actions and labels for clarity and space efficiency in French.
  • Mobile Optimization: Improved responsive layouts to handle longer French text without breaking the design.
  • A/B Testing Flows: Iterated checkout funnel based on French user behavior insights, reducing cart abandonment.

4. Localization & Translation Work

  • Full Site Translation: Oversaw high-quality French Canadian translation (not just standard French), adjusting tone and idioms accordingly.
  • Cultural Adaptation: Ensured product names, wellness claims, and brand voice resonated with Québec values.
  • Glossary Creation: Developed a French Canadian terminology guide to maintain consistency across content.
  • Quality Assurance: Reviewed and corrected translation inconsistencies on both desktop and mobile platforms.

5. Results

  • 25% increase in session duration among French Canadian users
  • 18% boost in conversion rate after full French localization
  • Positive customer feedback on clarity and trustworthiness