Katie Freidhof
UX/UI Designer

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Katie Freidhof


UXUI Designer


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2022 @katiefreidhof.com 
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Katie Freidhof


UXUI Designer


Projects
About
Contact

︎ ︎ ︎

TigerlilyBlooms

Sustainable greenery for diverse spaces
UX, CX
Green moss

Role. Business owner.  CX, UX. With a background in UX design, I wanted to explore delivering positive experiences to the customer, outside the bounderies of a digital product.

Desire. Along with many others, I too was seeking a manageable solution for adding plants to difficult spaces, i.e. low-light, over-exposed, awkward to reach and so on. On a trip to France I had been totally fooled by some gorgeous fake peonies at a flower market and this seeded the idea. Previously I’d gained experience working in the florist industry, coupled with a great passion for plants and wanted to combine this with my creative skills.

Goal. Riding on the growing trend for houseplants, the goal was to provide a sustainable, low-maintenance green solution for diverse spaces. A collection of hand-curated products would be offered with top customer service.

TI which channels work best
Challenge. How to maintain high rank and visability in a competitive and saturated ecommerce consumer market?

UX Strategy. To win the edge over competition through understanding the purchasing needs of my target group, offering them a superior product, top service and overall positive customer experience throughout their journey.

Identifying all the touch points of the customer journey, which extended beyond those of the digital apps I was more accumstomed to analysing in previous projects, was an interesting learning curve. Accepting there were critical points during the customer journey that I had no influence over, e.g. shipping delays, though assumed accountability to the expectations and interests of my customers.

Loving the product as much as my customers made the job of selling easy

Loving the product as much as my customers made the job of selling easy


Methodology. User research involved reading through recent trend reports and customer analysis reports, to gain an understanding of  consumer interests, purchasing preferences and behaviour when buying houseplants.
Asking, who are my target group, what are the main drivers of consumer usage and which channels work best?
The company website (CMS + woocommerce) helped drive traffic to my main ecommerce store.
Analytical data gathered from the website, store and social media channels, along with actual feedback from customers was used to develop the brand and stay ahead on trends, while simultaneously extending the product range.

Result. Loyal repeat customers from worldwide individuals to luxury hotels, international shops and business. Understanding the customer needs and the emotions the product evoked in them was a successful and unique selling point.