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Grounded Gardens
(Web Design)
Grounded Gardens
(Web Design)
Transform Your Outdoors with Native Landscaping Solutions
"Plug into the Earth"
Client: Grounded Gardens
Duration: Jan - May 2025 (5 months)
Design Team Size
1
Role
Design Lead
Reach
90 avg. visitors/month
Design System
Squarespace Theme
Device Type
Responsive Web
Tools
Figma, Squarespace
Summary
Summary
The Challenge
The Challenge
Create a clear, inviting website that communicates Grounded Gardens’ mission of native planting and attracts local clients in New York.
My Solution
My Solution
I designed a nature-inspired website that now attracts an average of 90 visitors per month, clearly communicating Grounded Gardens’ mission, services, and values to potential clients. In addition, I guided the selection of CAD software to future-proof their workflow, helping streamline garden planning and design and improve operational efficiency.
Before
Before
After
After
Skills Applied
Skills Applied
Content Strategy, Design Lead, Graphic Design, Information Architecture, Interaction Design, Scrum Master, UI Design, Design Ops, UX Design, UX Front-end Development, UX Strategy, UX Writing, Visual Design, Web Design
Workflow
Workflow
Stakeholder Requests Analysis > Content Review > Web Platform & CAD Software Research > Information Architecture & Site Planning > Style Design & Typography Selection > Content Migration & Layout Design > Responsive Design & Testing > Final Stakeholder Review & Approval
PHASE 1 of 6
Empathize
Empathize
UX Research (Competitive Analysis)
UX Research (Competitive Analysis)
To determine the most suitable web platform and CAD design software, I conducted a competitive analysis using a feature comparison matrix, evaluating options side-by-side based on key criteria.
Web Platform Compare Analysis
Web Platform Compare Analysis
After evaluating 6 web platforms, Squarespace emerged as the best fit for my stakeholder's needs and requirements.
CAD Design Platform Compare Analysis
CAD Design Platform Compare Analysis
After comparing 19 different CAD software options, Lands Design proved to be the best match for my stakeholder’s goals and project needs.
PHASE 2 of 6
Define
Define
Personas
Personas
While no specific personas were created, the target audience was primarily Long Island, New York, homeowners with outdoor space.
Defined Features to Build
Defined Features to Build
Major Features
Major Features
Homepage
About Page
Services Page
Blog Page(s)
Squarespace Set up
And more
Minor Features
Minor Features
Recolored Brand
Typography Selection
Site Migration
Domain Migration
Digital Illustrations
And more
PHASE 3 of 6
Ideate
Ideate
During ideation, the stakeholder and I used a shared document to brainstorm color and font choices, all organized through a comprehensive questionnaire I prepared
PHASE 4 of 6
Prototype
Prototype
Prototyping was done on Squarespace using their WYSIWYG (What You See Is What You Get) editor
PHASE 5 of 6
Test
Test
Qualitative Research
Qualitative Research
While no formal qualitative research was conducted, informal feedback from acquaintances who visited the site provided valuable insights into its clarity and overall reception
PHASE 6 of 6
Implement
Implement
Launch
Launch
Successfully launched the Grounded Gardens website on April 29, 2025, providing a clear overview of the business, which focuses on ecosystem-friendly garden design and planting.
Led information architecture and content strategy to ensure users easily understood services, consultation options, and contact details.
Highlighted key location focus areas, particularly Long Island, New York, to help target the right audience.
Supported business operations setup, including CAD software selection to streamline the process from invoicing to garden design drafting.
Visit the site at GroundedGardens.com
Impact
Impact
Stakeholder review:
I didn’t truly understand what an end-to-end experience designer was—until I worked with Josh.
Josh is one of those rare unicorns who approaches problems systematically and holistically. Rather than jumping to a single solution, he took the time to understand the full landscape of my business challenges. He carefully evaluated a wide range of possibilities, then helped identify the best path forward based on my unique priorities.
In my native landscape design business, I had deep plant knowledge but lacked the tools and visual communication skills to present my designs professionally. Josh didn’t just suggest a tool—he studied what successful landscape design communication looks like, then guided us through a rigorous review of 30+ platforms to find the one that would truly elevate my work.
The result? I’m thrilled. My customers are thrilled. Instead of continuing to hand-sketch or selecting software based on marketing hype, I now have a streamlined, professional system that supports growth and scalability. Josh’s support has been transformational—and foundational to the next chapter of my business.
Colleen - Founder, Grounded Gardens
Lessons Learned
Lessons Learned
Having my stakeholder fill out my extensive questionnaire about their business and goals for their website saved a lot of time in creating a site
I explored 19 different CAD software tools and learned how to evaluate them for feasibility as a garden design solution for my stakeholder
I learned a new approach to gathering design ideas by immersing myself in the subject of gardening
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