Decker’s Nursery is a locally owned, full-service garden center, located in Greenlawn, New York. They have decades of experience in horticulture and a passion for sharing knowledge and best practices to guide customers on bringing nature into their space.
How can an online experience increase awareness of their expertise, as well as support strategies that will grow their business, and continue to build customer trust and loyalty?
Prioritize educational content over product sales, and present the business with an expert brand and design system that allows them to grow their site and manage scaling up.
We were provided a lot of early ideas and existing documentation, but also carried out our own Brand Audit, Competitive Analysis, Industry and Audience Research. Our understanding was distilled into a Site Architecture, Content Outline, Wireframes, Visual Moodboards, and a Visual Direction document.
Next steps involved making refinements to the existing brand identity and crafting a visual language that could influence the UI components and page designs.
The website is currently in development, so data-driven results are still to be determined. However, there are plans for measuring changes in customer behavior: website traffic, online purchases, online subscriptions (loyalty program & email list), as well as changes to traffic in-store. This project has also initiated changes to process and organizational improvements within the business and behind the scenes.
This foundation has defined consistent visual design systems for their brand identity and website, which will continue to improve their brand perception over time. It also provides guidance for implementation in marketing and other online efforts.