Theodore Payne Foundation | E-Commerce Store

The e-store experience redesign set out with a critical mission: to safeguard the nonprofit’s revenue during the shutdown. The new design successfully integrated 1,000+ nursery plants, membership, and donations with their existing retail store offerings.

Creative Director / Designer / Photographer

E-Store

The new design featured a more intuitive interface, optimized filtering system, streamlined inventory management, and plant details for its 1,000+ nursery plants and retail store merchandise.

Since launching in 2020, the site has capitalized on the surge in consumer interest in gardening, reporting increases of over 9o% in seed sales and 40% in plant sales.

E-Commerce Landing Page
Plants Page / Horticulture Sorting Categories
Seed Detail Page / Horticulture Details

Style & User Guide

To ensure that the website maintained creative and technical integrity after its launch, I prepared this interactive guide for the foundation’s staff and conducted training sessions.