Selected projects
FLORA.
FLORA.
Simple, minimal.
Simple, minimal.
background.
The idea for FLORA grew from something deeply personal. I’ve always watched my mum and aunts find joy and calm in their little gardens — nurturing plants like they were part of the family. But despite their love for greenery, I noticed how often they struggled to find the right plants or reliable information online. Simple things like understanding sunlight needs or wh.ere to buy good soil became unnecessary hurdles.
That’s when I realized — their passion wasn’t the problem, accessibility was. There wasn’t a single platform that guided them from choosing a plant to caring for it with confidence.
FLORA was born from that moment of empathy — a digital space designed to make gardening more accessible, educational, and emotionally fulfilling. It’s not just about selling plants; it’s about helping people grow with them.
background.
The idea for FLORA grew from something deeply personal. I’ve always watched my mum and aunts find joy and calm in their little gardens — nurturing plants like they were part of the family. But despite their love for greenery, I noticed how often they struggled to find the right plants or reliable information online. Simple things like understanding sunlight needs or wh.ere to buy good soil became unnecessary hurdles.
That’s when I realized — their passion wasn’t the problem, accessibility was. There wasn’t a single platform that guided them from choosing a plant to caring for it with confidence.
FLORA was born from that moment of empathy — a digital space designed to make gardening more accessible, educational, and emotionally fulfilling. It’s not just about selling plants; it’s about helping people grow with them.
core problem.
New gardeners often face confusion when choosing the right plants for their space and climate. They lack trusted online resources that combine shopping convenience with reliable plant care guidance.
How might we help beginner gardeners confidently buy, identify, and care for plants through an engaging, supportive digital experience?
my process.
I began the project by conducting interviews with ten beginner and intermediate plant owners to understand their frustrations, motivations, and daily challenges in maintaining plants. Through empathy mapping and user personas, I captured their emotional connections with gardening and identified key pain points such as difficulty choosing suitable plants and lack of accessible guidance. Competitive analysis of platforms like The Sill and Bloomscape revealed a gap for a more educational and personalized approach.
From these insights, I moved into the ideation and strategy phase, defining a user flow centered around four core experiences — discovery, education, purchase, and care. I prioritized features that could make a genuine difference for users: an AI-powered plant identification scanner, personalized plant care tips, and interactive learning videos to guide beginners through their journey.
During the design and prototyping stage, I created low-fidelity wireframes to test navigation and overall clarity, ensuring a seamless flow from browsing to buying. The visual design evolved into high-fidelity prototypes built in Figma, using soft, earthy color palettes and gentle typography to evoke calmness, trust, and connection with nature.
.
Finally, through testing and iteration, I observed real user interactions to identify friction points and areas of confusion. Based on the feedback, I simplified the menu structure, refined labeling for better understanding, and optimized key call-to-actions—creating a more intuitive, accessible, and engaging experience for all users.
outcome.
The final prototype for FLORA received overwhelmingly positive feedback from users. Nearly 90% of participants found the interface intuitive and easy to navigate, praising its simplicity and visual calmness. Many expressed that the experience made them feel more confident in identifying and caring for plants, turning what once felt intimidating into something enjoyable and approachable. The brand identity—rooted in calm tones, natural textures, and gentle interactions—successfully conveyed a sense of curiosity, connection, and growth. Ultimately, FLORA transformed the idea of plant shopping into an interactive learning journey, bridging the gap between digital convenience and the emotional joy of nurturing life.
background.
The idea for FLORA grew from something deeply personal. I’ve always watched my mum and aunts find joy and calm in their little gardens — nurturing plants like they were part of the family. But despite their love for greenery, I noticed how often they struggled to find the right plants or reliable information online. Simple things like understanding sunlight needs or wh.ere to buy good soil became unnecessary hurdles.
That’s when I realized — their passion wasn’t the problem, accessibility was. There wasn’t a single platform that guided them from choosing a plant to caring for it with confidence.
FLORA was born from that moment of empathy — a digital space designed to make gardening more accessible, educational, and emotionally fulfilling. It’s not just about selling plants; it’s about helping people grow with them.
core problem.
New gardeners often face confusion when choosing the right plants for their space and climate. They lack trusted online resources that combine shopping convenience with reliable plant care guidance.
How might we help beginner gardeners confidently buy, identify, and care for plants through an engaging, supportive digital experience?
core problem.
New gardeners often face confusion when choosing the right plants for their space and climate. They lack trusted online resources that combine shopping convenience with reliable plant care guidance.
How might we help beginner gardeners confidently buy, identify, and care for plants through an engaging, supportive digital experience?
my process.
I began the project by conducting interviews with ten beginner and intermediate plant owners to understand their frustrations, motivations, and daily challenges in maintaining plants. Through empathy mapping and user personas, I captured their emotional connections with gardening and identified key pain points such as difficulty choosing suitable plants and lack of accessible guidance. Competitive analysis of platforms like The Sill and Bloomscape revealed a gap for a more educational and personalized approach.
From these insights, I moved into the ideation and strategy phase, defining a user flow centered around four core experiences — discovery, education, purchase, and care. I prioritized features that could make a genuine difference for users: an AI-powered plant identification scanner, personalized plant care tips, and interactive learning videos to guide beginners through their journey.
During the design and prototyping stage, I created low-fidelity wireframes to test navigation and overall clarity, ensuring a seamless flow from browsing to buying. The visual design evolved into high-fidelity prototypes built in Figma, using soft, earthy color palettes and gentle typography to evoke calmness, trust, and connection with nature.
.
Finally, through testing and iteration, I observed real user interactions to identify friction points and areas of confusion. Based on the feedback, I simplified the menu structure, refined labeling for better understanding, and optimized key call-to-actions—creating a more intuitive, accessible, and engaging experience for all users.
outcome.
The final prototype for FLORA received overwhelmingly positive feedback from users. Nearly 90% of participants found the interface intuitive and easy to navigate, praising its simplicity and visual calmness. Many expressed that the experience made them feel more confident in identifying and caring for plants, turning what once felt intimidating into something enjoyable and approachable. The brand identity—rooted in calm tones, natural textures, and gentle interactions—successfully conveyed a sense of curiosity, connection, and growth. Ultimately, FLORA transformed the idea of plant shopping into an interactive learning journey, bridging the gap between digital convenience and the emotional joy of nurturing life.
my process.
I began the project by conducting interviews with ten beginner and intermediate plant owners to understand their frustrations, motivations, and daily challenges in maintaining plants. Through empathy mapping and user personas, I captured their emotional connections with gardening and identified key pain points such as difficulty choosing suitable plants and lack of accessible guidance. Competitive analysis of platforms like The Sill and Bloomscape revealed a gap for a more educational and personalized approach.
From these insights, I moved into the ideation and strategy phase, defining a user flow centered around four core experiences — discovery, education, purchase, and care. I prioritized features that could make a genuine difference for users: an AI-powered plant identification scanner, personalized plant care tips, and interactive learning videos to guide beginners through their journey.
During the design and prototyping stage, I created low-fidelity wireframes to test navigation and overall clarity, ensuring a seamless flow from browsing to buying. The visual design evolved into high-fidelity prototypes built in Figma, using soft, earthy color palettes and gentle typography to evoke calmness, trust, and connection with nature.
.
Finally, through testing and iteration, I observed real user interactions to identify friction points and areas of confusion. Based on the feedback, I simplified the menu structure, refined labeling for better understanding, and optimized key call-to-actions—creating a more intuitive, accessible, and engaging experience for all users.
outcome.
The final prototype for FLORA received overwhelmingly positive feedback from users. Nearly 90% of participants found the interface intuitive and easy to navigate, praising its simplicity and visual calmness. Many expressed that the experience made them feel more confident in identifying and caring for plants, turning what once felt intimidating into something enjoyable and approachable. The brand identity—rooted in calm tones, natural textures, and gentle interactions—successfully conveyed a sense of curiosity, connection, and growth. Ultimately, FLORA transformed the idea of plant shopping into an interactive learning journey, bridging the gap between digital convenience and the emotional joy of nurturing life.
Your story, my design, let’s make it stand out.
Let’s talk projects, collaborations, or anything design!
Your story, my design, let’s make it stand out.
Let’s talk projects, collaborations, or anything design!
Your story, my design, let’s make it stand out.
Let’s talk projects, collaborations, or anything design!
Copyright 2025 by Veena Verma
Copyright 2025 by Veena Verma
Copyright 2025 by Veena Verma