Phoebe of Welcome to the Jungle Home was running a successful plant-focused Instagram account with around 20K followers. As she began to sell her one-of-a-kind plant tarp product, followers expressed frustration with her sales method which included a Google Sheet and a personal Venmo account.
With plans to expand her product line, we worked together to develop the brand's visual identity, which all came together on a new website with e-commerce features.
Leading this project across brand strategy, user research, brand identity, and website design, I tapped into both design and marketing skills
— Users were abandoning their purchases due to a challenging checkout process
—There was no consistent brand experience
— Gained 500+ email subscribers from the soft website launch
— Sold out the brand's product within 1 day of launch
— Grew to 4 products in the Shop since launch in August 2020
The brand came about as a happy creative accident, simply a place where founder Phoebe would share her love of plants, gardening tips, and small living insight.
As a NYC resident, plants help her relax from the constant hustle and make her feel connected to her family in Malaysia
We defined the brand's main connecting values with users as:
Armed with insights around the Instagram audience and reviewing customer feedback so far, we began to build out the user profiles to define their goals, needs, and personalities.
We then explored short-term and long-term business goals to find the overlap in user and brand needs.
— Launch a user-first website and digital shop
— Gain 500 email subscribers by the end of 2020
— Share more of the brand story outside of social media
— Expand the Shop to multiple product offerings
— Promote educational offerings & classes
— Show authority to potential brand partners with data
In this phase we began building out the visual elements of the brand. As the client is an editorial photographer herself, the brand’s creative direction relies heavily on her own imagery with earthy, true-to-life colors which inspired the final brand identity.
Ideally most projects follow a rhythmic flow and order of operations, but oftentimes obstacles arise. What matters most is how one reacts to unplanned changes by adapting and thinking quickly.
As we moved into the website wireframe part of the project, the client was approached by Domino Magazine to be featured in a home gardening product round-up.
A live website was needed in order to be included.
This was an incredible opportunity to get the brand in front of a new audience filled with ideal users. Instead of saying no, it was a yes with an add-on:
We hustled to build a simple Shop page with an email opt-in to capitalize on the opportunity, with plans to do a more official launch once the full site was live.
— Product inventory sold out in less than a day from publication
— Captured 500+ emails
Sometimes done is better than perfect.
That soft launch brought a lot of insight and generated new ideas to make the full website even better.
We realized a separate Press Page would help to show authority for future brand partnerships. Based on feedback of the initial Shop page, we found that using Shopify for the Checkout Experience is a win-win for the user and the client.
1. Worked through multiple rounds of revisions for all website pages
2. Curated images that best fit the large website moments
3. Developed the full website and tested for mobile optimization
Launching a new website is an opportune moment to generate brand buzz and drive traffic to the site. For this brand, I helped the client plan a timely Instagram giveaway which required users to join the email list to enter to win the in-demand, sold-out plant tarp.
— Added 1000+ email list subscribers
— Grew to 4 product offerings in the Shop
— Successfully sold-out monthly product drops
— Drove traffic to an Amazon storefront to gain affiliate income
— Landed partnership projects with Farm Rio, Parachute, and Pottery Barn
— A digital home that contains all press, resources, and info on the brand
— An easy-to-use Shop experience
— Consistent communication on new product drops and upcoming IRL community gatherings
The brand and user’s needs are constantly evolving. We’ve stayed in conversations about two main future additions to the site:
Users began asking for links to products beyond the Amazon storefront. We plan to build out separate sections for affiliate-linked products in the categories of Home, Style, and Gardening as Phoebe expands as an influencer.
Instead of sending a static PDF Media Kit, I proposed a web page highlighting social media stats, email metrics, brand collaboration case studies, and examples of press features. This way, the client has full control over updating the metrics and it encourages viewers to stay on the website.