Redesigning Innovanl’s website to clarify their message, simplify product discovery, and align their brand with their eco-friendly mission
Link to the INNOVANL website
Overview
Role
Timeline
Tools
Deliverables
Product Designer
2024
Figma,
Photoshop
Website redesign, Brand refinement
Introduction
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When I joined Innovanl’s project, the website already provided a foundation for showcasing the farm and its products. However, through research and observation, I realized there were opportunities to improve clarity, product presentation, and user engagement.
For example, visitors didn’t always understand what Innovanl offered, how hydroponic farming worked, or the process for placing an order. In addition, SEO optimization had not been fully leveraged, which limited online visibility.
Innovanl is a hydroponic farm in Newfoundland and Labrador, specializing in fresh, sustainable, and locally grown greens. I collaborated with their team to improve their digital presence through UX/UI design, SEO, product labels, and social marketing content.
This case study highlights the UX/UI redesign of the Innovanl website, transforming it from a simple informational site into a user-friendly platform that clearly communicates value, products, and ordering options.
Problem Statement
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Refine the site’s structure
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Enhance product discovery
These insights shaped my focus to:
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Strengthen trust signals
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Enhance user-experience
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Highlight Innovanl’s Value Proposition – emphasize freshness, sustainability, and local farming.
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Improve Product Discovery – showcase each variety of greens with clear visuals and descriptions.
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Streamline User Journey – make it simple for visitors to go from awareness → trust → contact/order.
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Enhance Visual Identity – create a cohesive, professional design system that matches the farm’s brand.
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Optimize for SEO & Mobile – ensure fast, responsive design with better organic visibility.
Goals and Objectives:
Design Process:
1. Research & Benchmarking
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Reviewed competitor sites in local farming and hydroponics.
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Identified best practices: storytelling (“farm to table”), strong product photos, step-by-step explanations.
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Collected feedback from stakeholders on what customers most frequently asked.
2. Wireframing & IA
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Simplified navigation: Home, About Us, Products, Contact, etc.
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Structured pages around storytelling + CTA buttons.
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Planned visual hierarchy (hero message, process icons, product showcase, contact options).
3. High-Fidelity Mockups
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Introduced a fresh, green-centric palette with white space for clarity.
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Designed reusable components (cards, icon sections, CTA banners).
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Used authentic farm photography to increase trust and relatability.
Key Features and Improvements
Home Page
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Before: Overcrowded, scattered information, multiple competing messages.
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After: Clear hero message, simplified icons for benefits (less water, nutrient-rich, sustainable), strong visuals of greens and farmers, and a direct CTA.
About Us Page
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Before: Text-heavy, little storytelling.
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After: Balanced content with farm imagery, founder story, and team member cards to humanize the brand.
Product Page
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Before: Minimal; only a couple of images and no product detail.
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After: Full product catalog with imagery, descriptions, and category organization, making it easy for customers to browse.
Contact Page
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Before: Small form with little context.
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After: Clear contact form, supportive copy, and a strong call-to-action. Integrated a mailing list signup.
Results:
The redesign clarified InnovaNL’s story and improved the logical flow of information from awareness to engagement. The new hero section now communicates the brand’s purpose in fewer words, while consistent colors and simplified typography create a more cohesive visual identity.
Although I retained the essence of the previous design, my focus was to enhance user flow, strengthen CTAs, and create a structure that better supports both customers and restaurant partners. The result is a homepage that communicates trust, clarity, and local impact.
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More user-centered
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More trustworthy
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More conversion-friendly
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More consistent
Before
After
Clearer structure & flow
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Improve storytelling
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Improve Visual Hierarchy
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Enhanced Brand Consistency
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Acknowledgment:
This redesign was not about replacing the previous designer’s vision, but about learning from it and evolving the website to meet the current goals of the Innovanl team as a growing small business and hydroponic farm in St. John’s.
My aim was to help their voice be heard more clearly and vividly. Through this process, I tried to preserve brand integrity while enhancing user flow and messaging clarity. I’m very grateful for the trust and collaboration shared with the team throughout this project. I learned a lot and did my best to showcase their hard work so our community can have easier access to freshly grown, local greens.