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Joss Aguilar

2024 - INTERIOR DESIGN W/PLANTS UK FR SP

2024 - INTERIOR DESIGN W/PLANTS UK FR SP

 Project Overview:
This project introduced a new feature allowing users to shop for plants based on their home decor style, lighting conditions, and room types — blending inspiration, education, and commerce.

The launch seamlessly bridged editorial inspiration with actionable shopping paths in three markets.

Key achievements: 

  • Designed and localized the feature for UK, French, and Spanish storefronts.
  • Increased click-to-purchase rates by 14% in the first month.
  • Integrated filtering tools for décor styles, improving product discovery.
  • Created responsive layouts ensuring visual quality across devices.
  • Collaborated with content teams to adapt style guides for each regional audience.

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1. User Persona

Name: Camille Durand

  • Age: 34
  • Location: Lyon, France
  • Occupation: Freelance Graphic Designer
  • Tech Behavior: Uses mobile and tablet to browse inspiration on Pinterest and Instagram; prefers a stylish, friction-free checkout experience
  • Lifestyle: Passionate about home design, visual harmony, and indoor wellbeing. Loves personalizing spaces with natural elements.

Pain Points:

  • Unsure what plants suit her space or lighting
  • Finds product pages too generic; wants creative inspiration
  • Doesn’t trust plant advice that’s not localized to her region

Goals:

  • Be inspired to design her space with plants
  • Discover plants suited for her lifestyle and home environment
  • Buy with confidence that she’s making the right aesthetic and practical choice

2. UX Research and Findings

Research Methods:

  • User interviews in the UK, France, and Spain to uncover how shoppers choose plants for home decor
  • Pinterest behavior analysis to map content-to-purchase patterns
  • Localization audits to determine style preferences and tone differences
  • A/B testing for design-first vs. category-first navigation pathways

Key Insights:

  • French users gravitated to elegant, minimal styles with soft visuals and editorial layouts
  • Spanish users preferred colorful, cozy, and Mediterranean design ideas, especially for small apartments
  • UK users favored Scandi-inspired, biophilic design concepts, especially for bedrooms and home offices
  • All three markets appreciated a visual and intuitive experience over dense product filters

3. UX Design Contributions

  • Concept Creation: Designed “Interior Design with Plants” as an immersive visual flow that started with user-friendly questions like:
  1. “What’s your style?” (Boho, Minimalist, Urban Jungle, Scandi)
  2. “Where do you want plants?” (Living room, Bedroom, Bathroom, Home Office)
  • Shoppable Editorial Pages: Created curated room mockups and plant pairings with scrollable inspiration and clear CTAs
  • Mobile-first Flow: Designed touch-optimized layout with swiping inspiration cards and clean filters
  • Personalized Results: Developed quiz-like paths that led users to plant bundles based on style, space, and light level

4. Localization & Translation Work

  • Tone & Voice Adaptation:
  1. 🇬🇧 UK: Relaxed, witty copy with subtle humor (“Plants that match your vibe and thrive”)
  2. 🇫🇷 France: Soft, elegant phrasing, editorial structure (“Harmonisez votre intérieur avec la nature”)
  3. 🇪🇸 Spain: Warm, upbeat copy with regional familiarity (“Transforma tu casa con el poder verde”)
  • Imagery Localization: Adjusted visual content to reflect local interiors and plant care needs by climate
  • Product Availability Sync: Ensured regional inventory matched the styled recommendations in each country
  • SEO Localization: Integrated local search phrases like “décoration végétale intérieure” and “plantas decorativas para el hogar”

5. Results

  • 38% increase in time-on-page for users engaging with style/room-based pages
  • 2.2x more product interactions on interior-styled pages compared to standard shop
  • Lower bounce rates for mobile users, especially in France
  • Strong positive feedback from users citing how easy and fun it was to shop “by vibe”
  • Increased bundle sales of plant + pot + accessories from inspiration-led paths