How to improve your website design with inspiration from plant brand - Flourish

One of the best parts of being a designer is that you spend half your time drooling over other beautifully aesthetic websites in the name of research.

In this week’s edition, I’m sharing a website design I’ve been fangirling over and explain why I love it… (and also what I’d improve if I was being picky).

Introducing…

Flourish

Who are they:

They sell plant food for your houseplants so they can… flourish!

3 things I love:

• The unexpected huge typography at the top, most e-commerce sites tend to have large hero images or videos these days so this felt fresh and different, but not at the expense of being intrigued about the product. You see a pipette poking out at the bottom and a very clear CTA saying ‘shop plant food’, so we know what this site all about.

  
  

  

  
  

• Quirky imagery really helps this brand stand out. Plants are a pretty saturated market with brands like Patch, Plnts, and The Sill. It’s cool, a little bit weird, but without being too try hard (well, I don’t think so anyway, you might think differently).

  
  
  

  

  
  

• And finally, they’ve planted a cute little easter egg hidden on the site. In the bottom left, there’s an empty plant pot. When you click on it, you can name a plant, feed it and check back to see its growth. Loooove this x1000. I would make it clearer what this is about as I imagine most people would be put off entering email address details without knowing what it’s used for. I would also draw more attention to it, and then connect it back to the product they’re selling more explicitly.
  
  
  

  

  
  

One thing I’d change:

• The site has a catalogue of plants where you can filter on light level, difficulty of looking after the plant, size and whether they’re pet safe. The use of colours is confusing here and I was unsure what was selected or not. To improve the UX here I’d perhaps choose a darker variation of the same hue to show whether the state was selected or not.

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