Reimagining a green
e-commerce experience

Client

Vivaio Roma Garden

Service

UX/UI design

Industry

e-commerce plants

The challenge

The client needed to renew their e-commerce, strengthen the brand’s visual identity, and improve the overall shopping experience.

The existing website felt outdated, lacked a consistent brand language,
and performed poorly on mobile devices. Navigation was unclear, and the brand’s handcrafted, green soul was not clearly communicated.

The challenge was to design a clearer, more inspiring e-commerce experience that felt natural, approachable, and aligned with the brand’s values.

Where strategy
takes root

I started with research and analysis, benchmarking competitors and analyzing similar e-commerce experiences in the green and lifestyle sector.

This phase helped define the target audience through proto-personas, built around users’ habits, needs, and lifestyle.

Mapping a user journey allowed me to design the experience around real usage scenarios, guiding strategic and design decisions throughout the project.

Based on these insights, I collected visual references inspired by nature, wood, and recycled paper, laying the foundation for the brand and website mood.

Nature inspiration

The new visual identity was built around a carefully selected typeface whose rounded, organic shapes echo the softness and rhythm of nature, paired with a nature-inspired color palette, custom icons, and curated imagery.

Every element was designed to reinforce the brand’s handcrafted and sustainable positioning, creating a warm, organic, and recognisable visual language.

All visual decisions were collected into a cohesive moodboard and shared with the client to align on direction before moving into design.

Structure &
user flow

I then focused on redefining the site structure and designing wireframes, with particular attention to page hierarchy, modular layouts, and the purchase flow.

The goal was to simplify navigation, improve content clarity, and guide users smoothly from discovery to checkout.

From structure
to interface

Design the final user interface started by building a consistent and flexible design system.

The work focused on defining reusable components, layout patterns, and UI modules to ensure visual coherence and efficiency across the entire e-commerce experience.

A clear typographic hierarchy was established, defining font sizes, weights, and spacing to support readability and guide users through content and products.

The color system was carefully structured to reflect the brand’s natural identity while supporting accessibility, contrast, and visual balance.

Particular care was taken to maintain consistency across pages and ensure a responsive experience across devices.

Where design meets performance

The client, very satisfied with the work, decided to extend the collaboration with the agency on the marketing side, entrusting us with the management of Meta and Google campaigns. From that point on, my role was to refresh the visual design of the campaigns and create new ones, working closely with the marketer to define strategic levers, target audiences, and design solutions that best enhanced the promotional content.

The project resulted in a clearer brand identity, a more intuitive shopping experience, and a solid visual foundation that could scale across both e-commerce and paid campaigns.

Agency Secret Key

Let’s talk

Contact:
matteobarchiesi.design@gmail.com

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