Hercs Flora
Website Redesign
Hercs Flora is the biggest landscaping company in Latvia. While visually impactful, their website is problematic. This conceptual redesign is focused on the needs of users.
77% higher task success after UX redesign
Key Impact of Redesign
Task success rate for core functions, such as finding information on project portfolio, timelines and ongoing maintenance, improved from 16.5% to 93.5% in user tests.
Time on task improved by 43%, users could find what they are looking for faster.
The Result
Service Selection User Flow
Current Site Analysis
Landing page
The images don't even have descriptions so a client can't know critical information like how much time did each project take
Problem statement
User pain points
Target Audience
B2B
1. Businesses & Commercial Properties
- Corporate Offices
- Retail Stores, Shopping Centers & Cafes
- Hotels and Wellness Centers
2. Public Sector Clients
- Parks and public spaces
- School outdoor areas
- Hospital outdoor areas
3. Real Estate & Property Developers
Companies looking for large-scale landscaping for new housing developments or commercial properties.
B2C
4. Middle-aged, wealthy homeowners
Clients seeking high-end landscaping, custom gardens, and professional maintenance.
User interview key findings
Price transparency is important
Plant information is needed on the website
Only the bigger projects require 100% designing from Hercs Flora
Clear ongoing maintenance information is needed on the website
User Wishes
What do clients want to know before choosing a landscaping company
User Problems
Problems clients often face regarding garden and indoor greenery
Personas
Solvita
User story
As a hotel owner in a seaside town, I want to hire a landscaping company to redesign the hotel garden and manage interior plants to enhance the overall aesthetic appeal and guest experience.
Quote
"I want guests to feel relaxed the moment they arrive, but finding someone who understands both my vision and the practicalities of running a hotel is harder than I expected."
Problem Statement
Solvita needs a reliable landscaping company that can make sure that the designs enhance the seaside ambiance, are easy to maintain, and fit within budget.
Goals
- Create a welcoming atmosphere for guests
- Implement designs that are easy to maintain and sustain over time.
Pain Points
- Difficulty in identifying trustworthy landscaping companies.
- Ensuring that the landscaping designs align with the hotel's branding and seaside theme.
Gunārs
User Story
As a real estate developer in Riga, I want to hire a reliable landscaping company to manage both outdoor and indoor greenery for my projects, so that I can maintain high aesthetic standards and increase property value.
Quote
"Landscaping isn't just decoration , it's a business investment. I need someone who understands that well-designed greenery can help sell a lifestyle, not just a space."
Problem Statement
Gunārs, a real estate developer in Riga, needs a dependable, full-service landscaping company that can provide high-quality, low-maintenance outdoor and indoor greenery solutions across multiple properties.
Goals
- Enhance property value.
- Work with one trustworthy company that can handle both exterior and interior green design and maintenance.
- Achieve a consistent, high-quality look across multiple properties.
Pain Points
- Struggles with hiring separate teams for indoor and outdoor needs.
- Quality inconsistency.
- Maintenance complexity.
- Time constraints.
Inese
User Story
As a lawyer and homeowner in a small town, I want to hire a professional landscaping company to redesign my garden, so I can enjoy a beautiful outdoor space that reflects my style and requires minimal upkeep.
Quote
"My garden should feel like an escape , somewhere I can recharge, not another thing on my to-do list. I need someone who gets that."
Problem Statement
Inese, a busy lawyer and homeowner, needs a trustworthy landscaping company to design a stylish, low-maintenance garden that complements her lifestyle.
Goals
- Create a personal retreat.
- Reflect personal style.
- Incorporate plants that look good year round.
Pain Points
- Overwhelming plant choices
- Mistrust of contractors due to past experiences
- Unclear pricing.
Information Architecture
