project prompt

to design an e-commerce store for african plants.

client early briefing

about kitulu

Founded in 2023 by a Portuguese-Angolan couple, Kitulu is a physical plant store in Lisbon’s vibrant community. Nestled in a traditional neighborhood in lisbon, kitulu offer an array of greenery and wellbeing products and services. Now, expanding online, they aim to deliver for a  wider audience while staying true to their roots of community spirit and quality service. 

Corporative Values

sustainability

humanism

wellbeing

satisfaction

empathy

transparency

Value Propositions

offers a diverse range of products and services, from plants, floral arrangements, feng-shui consulting and wellbeing workshops. They also have a small co-working space for remote workers that sometimes like to switch workplace.

Their competitive advantage in Lisbon’s diverse plant market lies in their unique offering of rare African plants sourced from various countries and regions across the african continent.

problem statements

early research

context

kitulu is a physical plant store based in a traditional neighbourhood in lisbon.

problems

Kitulu perceives that its main competitors primarily exist in the online realm, and its unique value proposition isn’t effectively capitalized upon within its physical storefront.

solution

Kitulu should establish an e-commerce platform to complement its physical store, tapping into online markets and fully leveraging its unique value proposition.

DESIGN PROCESS

PROJECT TIMELINE

user research

user journey mapping

who are the users?

MARIANA

35 YEARS OLD ARTS TEACHER THAT LIVES IN SINES, PORTUGAL. SHE’S DIVORCED AND HAS ADOPTED TWO CATS.

frustrations

1. She is deeply concerned about climate change and the environmental impact OF EVERYDAY FOOTPRINT.
2. SUFFERS FROM ANXIETY DUE TO ALL THE SOCIETAL PROBLEMS fueled BY economy, politics and POLLUTION.
3. FEELS LONELY WHEN SHE IS NOT GIVING CLASSES. DESPITE OF THE COMPANY OF HER CATS. OFTEN THINKS THAT SHE COULD DO SOMETHING TO MAKE HER PLACE MORE COZY AND LIVELY.

goals

1. to order products that are native to her region that require minimal resources for transportation.
2. to adopt wellbeing practices to reach a good mental health state.
3. to order and care for indoor plants, creating a nurturing home environment and potentially connecting with others through shared interests in plant care.

celestina

58 years old retired store manager that lives in lisbon, portugal. she is angolan and she’s married. 

frustrations

1. Difficulty in finding rare African plants locally or online.
2. Encountering challenges related to shipping restrictions or high costs when trying to purchase rare african plants
3. Feeling overwhelmed or frustrated by the level of expertise and maintenance required to care for rare African plants

goals

1. aims to network with other plant enthusiasts, join online forums or local gardening groups.
2. research international plant import regulations and shipping options
3. to invest time in learning about the specific care requirements of rare African plants

empathy mapping

Competitive Audit

QUANTITATIVE RESEARCH

Four e-commerce platforms for plant shops were identified, split into two categories: those aligning with the user persona Mariana, associated with indirect competition, and those targeting the user persona Celeste, associated with direct competition, with a value proposition similar to Kitulu’s in a narrower market.

From here, a cross-comparison was conducted, considering factors such as usability, features, accessibility, and, in the case of direct competition, elements or functionalities that underscore a specific value proposition.

ideation

user stories ▹ features

During the speed ideation phase, various problems were identified, leading to the generation of new concrete features in the subsequent wireframing phase.

information architecture

user flow

design

wireframes

design system

typography

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Poppins

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Roboto Condensed

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Labels

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color scheme

high fidelity prototype

section design

homePAGE structure

HOVER THIS SECTION
to review NAVIGATION

product page structure

HOVER THIS SECTION
to review NAVIGATION

product categories and filters

user flow | cart & checkout

other sections

thank you!