The challenge

Casa Verde sells well-being, not just plants: the idea is for the customer to have a corner of their home that feels closer to nature. I was brought in to rebuild the company's site, understanding the audience's profile and solving the pain points around buying and receiving plants.

The process

1. Market research: desk research to understand trends and competitors. Searches for "garden room" grew 104% and hit Pinterest's Top 100 in 2020, and "decorative plants" scored 82/100 on Google Trends in March 2021.
2. Simulated industry interviews: as an exercise, I simulated interviews with workers at plant stores in Salvador. In the scenario created, 97% report that customers ask a lot about how to care for plants, the biggest pain point identified in the journey.
3. Persona: I built the persona Annie Luz, 28, motivated by decor and well-being, but held back by real care concerns, like how much water to use, how long the plant lasts, and a lack of trustworthy information sources.
4. Visual identity: I defined a type pairing (Elsie Swash Caps for headlines, Montserrat for body text) and a palette in yellow tones with black and white, to balance out the green that dominates the plant photography.
5. Screen design: home and checkout flow, responsive for mobile and desktop.

Results

• 33% growth in sales after launching the new layout.
• Customers 80% more likely to buy again, since the plant gets better care at home and lasts longer.
• 87% of workers at physical stores noticed fewer customer questions about plant care.

What I learned

This case, done as a study at Alura, showed how solving a post-purchase pain point, the fear of not knowing how to care for the plant, can directly impact repeat-purchase rate and brand trust. Sometimes the real problem isn't at checkout, it's what happens after delivery.