Role: Lead UX/UI Designer
Tools: Figma, Adobe Illustrator, Miro
Before designing, it was vital to understand why homeowners in Tallahassee choose professional care over DIY.
My research identified four primary user motivations:
Customers value a professional who "knows" landscaping and soil care.
User says: "I want to work with a team that is knowledgeable about landscaping and can provide quality results"
Many users lack the heavy-duty tools required for tasks.
User says: "I know what I want, but I don't know how to do it"
Similar to a muralist, users hire Cwesi to treat their yard as a canvas.
User says: "My yard is a mess! I don't know what I need, but I need someone to make it pretty!"
Users want to maintain their property without the steep learning curve.
User says: "I used to maintain my yard myself but I can't find the time anymore"
I identified four distinct user personas to ensure the site architecture met everyone's needs:
Needs a one-time task (e.g., shrub trimming or weed control).
Looking for a new provider because their previous service lacked a "personal touch."
Looking for long-term lawn maintenance.
Needs easy access to contact info to maintain their existing relationship.
Professionalism
Highlighting 20 Years of Experience and a 4.7 Google Rating to build instant trust.
Expertise
Detailed service descriptions for specialized tasks like Plant Care, Pest Control, and Soil Care.
Personal touch
Including an "Our Story" section to emphasize the family-owned nature of the business.
Transparency
A robust "Get a Free Estimate" form to remove the friction of "hidden" costs.
I identified four distinct user personas to ensure the site architecture met everyone's needs:
Brand Personality: Organic, Trustworthy, Artistic, and Professional.
I developed a visual identity that balances professional reliability with artistic craftsmanship, directly addressing the user desire for high-end expertise.
The Script: Signals a "personal touch" and "artistry"
#0A8B44 and #C8E8E6 Forest Green and Mint: Represents growth, nature, and professional expertise
#3A3A3C Deep Charcoal: Provides a high-contrast, modern foundation that feels "heavy-duty" and reliable
#FFFDEC Cream/Off-White: A softer alternative to pure white that feels organic
The Sans-Serif: Signals "professionalism" and "clarity"
I applied the Cwesi branding to my wireframes and created high fidelity prototypes
