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Joss Aguilar

2024 - BLOOMBOX CLUB SPAIN

2024 - BLOOMBOX CLUB SPAIN

Project Overview:
As part of European expansion, Bloombox Club launched a localized eCommerce experience for Spain, maintaining brand identity while adapting to cultural preferences.

The project boosted early-stage retention and built immediate trust with Spanish audiences.

Key Achievements:

  • Adapted storefront with mobile-first user journeys, improving retention in first 3 months.
  • Restructured information architecture to match Spanish browsing habits.
  • Ensured WCAG compliance and tested flows for ease of use.
  • Collaborated across design, dev, and operations for consistent UX delivery.
  • Launched with zero post-deployment critical issues, ensuring smooth adoption

 

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1. User Persona

Name: Alba Martínez

  • Age: 36
  • Location: Madrid, Spain
  • Occupation: Freelance Graphic Designer
  • Tech Behavior: Shops via mobile and desktop, uses Google Pay and PayPal, prefers Spanish-language content even if fluent in English
  • Lifestyle: Enjoys indoor plants for home aesthetics and wellness, follows sustainability trends

Pain Points:

  • Distrusts sites that feel like direct English clones
  • Prefers clear communication about shipping, plant care, and returns
  • Needs reassurance about plant survival during shipping

Goals:

  • Discover new plants suited to Spain’s climate and indoor environments
  • Receive clear plant care advice and personalized subscription offers
  • Shop in a native, trustworthy environment

2. UX Research and Findings

Research Goals:

  • Understand Spanish users’ online plant shopping behaviors
  • Identify linguistic and cultural friction points
  • Validate the localized UI and UX with Spanish-speaking users

Methods:

  • User Interviews: Conducted with urban plant enthusiasts across Madrid, Valencia, and Barcelona
  • Click & Heat Maps: Evaluated how Spanish users engaged with localized pages vs. English ones
  • Content Review Sessions: Assessed clarity and tone of plant care guides and subscription details
  • Market Benchmarking: Compared Bloombox with local Spanish competitors (e.g., Be.Green)

Key Findings:

  • Spanish customers expect friendly yet informative tone—somewhere between casual and formal
  • Preferred seeing care difficulty, sunlight requirements, and plant safety for pets clearly displayed
  • Delivery info needed emphasis on timing, packaging, and survival guarantee
  • Many users wanted local plant recommendations, not just international bestsellers

3. UX Design Contributions

  • Menu & Category Adjustments: Reorganized product collections using localized taxonomy (e.g., “Fáciles de cuidar”, “Purificadoras”, “Mascotas seguras”)
  • Homepage & Banner Design: Adapted visual elements and promotional CTAs for Spanish seasonality and holidays
  • Checkout Flow Optimization: Simplified the payment process and added reassurance text in Spanish about plant handling and fast delivery
  • Mobile UX Enhancements: Ensured long Spanish text fit well in buttons, pop-ups, and dropdowns without truncation or overflow

4. Localization & Translation Work

Localization & Translation:

  • Full Translation Oversight: Translated all content into neutral Castilian Spanish with a warm, accessible tone
  • Voice & Tone Adaptation: Adjusted the brand’s UK-centric voice into a friendly yet practical Spanish style, avoiding overly literal translations
  • Product Descriptions: Rewrote plant care guides and subscription info to align with Spanish expectations and local terminology
  • Support Pages & Trust Messaging: Localized FAQs, delivery terms, and return policies to increase transparency and reduce user hesitation

5. Results

Results 

  • 22% increase in subscription sign-ups after Spanish launch
  • 30% increase in time spent on product pages due to enhanced care guides
  • Customer support tickets decreased in categories related to delivery and subscription clarity