Digitizing Calscape’s Mission
In collaboration with Calscape, a non-profit dedicated to promoting native plants in California gardens, we undertook a multi-layered digital transformation. This involved a full-scale website redesign and the launch of a specialized online reservation system, all aimed at aligning the digital experience with Calscape's mission and fostering deeper user engagement.
Role
Principal Product Experience Designer
With
Propane
Client
Calscape
The task was far more intricate than a mere aesthetic upgrade; it called for a fundamental shift in user behavior through emotionally intelligent storytelling. Whether the user’s motive was ecological preservation or economical utility, the narrative had to resonate. We envisioned a unique e-commerce solution that worked well within the budget and technological limitations of a non profit. The design challenge was to craft an experience that resonated emotionally with the narrative and felt complete from an end-to-end product perspective, despite these limitations.
Narrative-Driven Redesign
Challenge
Kicked off the project with a series of workshops and persona development exercises to grasp the nuances of our target users. This data-driven foundation informed the subsequent user flow diagrams and wireframe iterations. Client involvement was integral at each step, and their feedback was looped back into the design revisions.
Persona-Driven Design
Approach
The cornerstone of our redesign was an online reservation system designed to simplify the user journey from search to acquisition. Recognizing the systems dual-user nature, we developed features catering to both individual gardeners and nurseries. Through iterative testing and stakeholder buy-in, we honed the reservation system, ensuring the system fulfilled the diverse needs of all user segments. The overall redesign of the website enhanced the site's utility, aligning it more closely with Calscape’s core mission.
Reserve with Ease
Solution
Reflection
Guidance & Growth
Serving as the project's sole design expert was both demanding and fulfilling. The multifaceted role allowed me to hone a diverse skill set, from hands-on design work to inter-departmental collaboration and mentorship. Guiding junior designers was a gratifying addition to my responsibilities, enriching both their understanding of the design process and my own leadership skills. Ultimately, this project was a testament to the power of design in not just improving interfaces but in deeply aligning a product with organizational objectives and user needs.