"Garden Center" is too referential to the store, and “Lawn and Garden” was not inclusive for an audience strongly interested in houseplants, interviews revealed. Users found “Indoor & Outdoor Plants” in second-tier global navigation most quickly during user testing.
Ease of care is about as important as price when this audience shops for plants, according to our survey, and 77.8% of survey respondents were solely interested in easy-care plants. Currently Lowe’s “Low Maintenance” filter is at the end of a long list of filters, falling outside the viewport on most browsers.
The top reason this audience buys plants is to beautify their gardens and homes. About 50% of the audience said they shop for plants without knowing what they’re going to buy, and a majority said they trust information from Lowe’s.
77.8% of survey respondents wanted to get more confident about caring for plants by reading articles. But Lowe’s has only six houseplant how-tos and no buying guides—despite posting 423 articles 57 buying guides in the Lawn & Garden category. Breaking up the existing long articles into shorter chunks will make information more digestible and bring product recommendations into view.
Card-like product recommendations will help users navigate between the Ideas and Shop verticals. The current product recommendations are formatted inconsistently and are not visible enough on longer articles.
