LEAFLY

Business Context: Turning challenges into growth.

Background

The global plant marketplace is flourishing, inspired by the growing love for indoor greenery, eco-conscious living, and crafting vibrant, healthy spaces. Yet, despite this green wave, shopping for plants feels scattered and confusing, with fluctuating availability, unpredictable quality, murky pricing, and sellers who often lack transparency. For plant enthusiasts, finding the right leafy companion for their home, office, or garden can be overwhelming without clear advice on care, sustainability, or fit. Meanwhile, sellers struggle to shine in a crowded market, eager to showcase their unique plants and earn customer trust.

This app breathes life into the plant-buying journey by creating a lush, digital marketplace where buyers and sellers connect with clarity, confidence, and charm. Through thoughtfully curated listings, nurturing plant care tips, transparent pricing, and heartfelt user reviews, the platform empowers buyers to choose with ease and enthusiasm. At the same time, it helps sellers cultivate visibility, foster trust, and grow lasting relationships in this blossoming community.

Goals

So how do you bring together plant lovers and sellers? By creating an app that simplifies plant discovery, ensures transparent pricing, and provides reliable, personalized care guidance for every space.

Hurdle

So what did we want to achieve with Leafly? Building an app that connects plant buyers and sellers, fosters trust through transparency, and makes finding the right plants for any space simple and enjoyable.

Overview

Project scope

For this project I explored the challenges of the plant marketplace and validated user needs through research, then designed an end-to-end solution as a solo designer to connect plant buyers with trusted sellers.

Tools used

Figma / Canva / Adobe XD / Jira

My impact

End-to-End design ownership

Problems

Buying plants online often leads to frustration and uncertainty, impacting the overall user experience. From a buyer’s perspective, doubts linger: Will the plant arrive healthy and as described? Is it suitable for their living or workspace? Vague care instructions, hidden fees, and unreliable sellers only deepen hesitation and reduce confidence during the purchase journey.

Sellers, meanwhile, face challenges in reaching their target audience, building authentic trust, and differentiating themselves in a crowded market. The core UX challenge is bridging this gap between buyers and sellers by designing a seamless app that connects verified sellers with passionate plant enthusiasts, fostering transparency, reliability, and an engaging, user-friendly marketplace experience.

From insight to impact

RESEARCH & EMPATHY

PROBLEM DEFINITION

CONCEPTS & IDEAS

HIGH FIDELITY WIREFRAME

MAIN COMPONENTS

1. Research & empathy...

STARTING WITH PEOPLE, NOT ASSUMPTIONS

Research questions

- What are the most important functionalities from both the buyer’s and seller’s perspective that the app should include?
- How do competing or complementary solutions (e.g. e-commerce platforms, gardening marketplaces, or plant-care apps) approach connecting plant buyers and sellers?
- What is the process of selecting the “ideal plant” for a specific space, purpose, or lifestyle?
- How do buyers currently verify plant quality, seller credibility, and authenticity of plant information?
- What are users’ expectations of trust, transparency, and guidance in a plant marketplace app?
- In what formats should plants be best presented to buyers (high-quality photos, video, AR previews, care instructions, 3D visualizations)?

Key features

SECONDARY RESEARCH

Buyer's perspective:

The plant market continues to grow rapidly, driven by consumer interest in wellness, home aesthetics, and sustainability. According to 2025 data, approximately 66% of American households own at least one houseplant, and millennials and Gen Z are leading demographics with 65% increased participation in gardening activities. Specifically, buyers prioritize plant quality, sustainability, and uniqueness, with many willing to pay a premium for healthy, sustainably grown plants. In addition, they commonly trade off price (28%), variety (25%), and delivery time (18%) when making purchases.

Key buyer preferences include proximity to sellers for easier delivery or pick-up, seller reputation, availability of plant care guidance, and guarantees on plant health. Popular plant types include houseplants like pothos (owned by 47% of plant owners) and succulents and cacti (24-25% of sales). The average buyer age is about 47, with fairly equal gender distribution.

Furthermore, main motivations for purchasing include home decor and improving indoor air quality (55%), gifting (30%), and gardening hobbies (20%). The average household spends around $200 annually on houseplants, with an average plant price of $33. As a result, emotional factors such as wellness and relaxation also play important roles in buying decisions.

Seller's perspective:

Small-scale plant sellers face growing operational challenges in 2025, including rising costs and digital transformation pressures. Consequently, building consumer trust through reputation and transparency is critical for their success.

They benefit from trends such as increased online sales (up 70% in 2020) and the expanding importance of sustainability. Moreover, these sellers prioritize flexibility in sales channels, inventory management, and creating meaningful connections with customers.

Since market growth is projected at a CAGR of around 4.8% to 7.5%, there is a massive opportunity for innovation. Finally, those who focus on product quality and digital engagement will lead the late 2020s market.

2. Problem definition...

DEFINING WHAT REALLY MATTERS

Problem statements

‘How Might We’ section dedicated to plant sellers…

Insight	Need	POV	How Might We
Limited reach to potential customers	Access to a wider audience interested in plants	Sellers want to expand beyond local markets and reach plant enthusiasts online.	How might we hel sellers easily showcase and promote their plants to a larger audience?
Time-consuming order management	Simple way to manage inventory, prices and orders.	Sellers need a single platform to track stock and handle transactions smoothly.	How might we streamline inventory and order management for plant sellers?
Difficulty building trust online	A verified reputation and visible customer reviews.	Sellers want to appear reliable and transparent to gain buyers' confidence.	How might we help sellers establish credibility and trust through transparent profiles and reviews?
Repetitive communication about plant care.	Built-in educational or FAQ tools.	Sellers want to spend less time repeating care instructions to every customer.	How might we help sellers share care tips effectively without losing personal touch?

‘How Might We’ section dedicated to plant buyers…

Insight	Need	POV	How Might We
Uncertainty about plant quality.	Verified photos, reviews, and seller trust signals.	Buyers want to feel confident they're purchasing healthy plants from reliable sellers.	How might we help buyers verify plant quality and seller reliability before purchase?
Lack of knowledge about plant care.	Easy access to care information suited to their space.	Buyers want to learn how to maintain their plants successfully.	How might we provide personalized care guidance for each purchased plant?
Overwhelming variety of plant types.	Smart reach and filtering by lifestyle, size and light.	Buyers need help finding plants that fit their home and routine.	How might we help buyers quickly find plants matching their space and preferences.
Concerns about shipping and damage	Safe packaging and delivery tracking	Buyers need assurance that plants will arrive in good condition.	How might we improve buyers' confidence in delivery quality and plant safety?

3. Concept & ideas

IDEAS WITH A PURPOSE

From concept to connection. This stage turned research into a clear vision for Leafly, an app that bridges the gap between plant buyers and sellers. I created the application map, user flow, and task flow to make discovering, purchasing, and selling plants effortless, transparent, and enjoyable for every user.

Application map (seller & buyer)

Specifically, the LeafLy application map visualizes the complete user journey for plant buyers, transforming research insights into a simple and intuitive navigation flow. For instance, from the moment users select “I am the potential customer”, they enter a personalized experience that guides them through plant discovery, selection, and purchase. Furthermore, each section (from Explore and Favorites to Cart, Plant Care Tips, and Order Tracking) is strategically structured to make finding and buying plants effortless. By consequently mapping every interaction, LeafLy ensures a smooth, trustworthy, and enjoyable shopping journey. As a result, it helps users connect with reliable sellers and discover the perfect greenery for any space.

The seller’s journey in LeafLy is designed for clarity and control (from managing products and tracking orders to communicating with buyers). With a streamlined structure across Dashboard, Products, Orders, Messages, and Profile sellers can grow their business effortlessly while building trust through transparency.

User flow

Specifically, the User Flow in the LeafLy app revolves around the key question: 'Do I know how to care for the right plant?'. Consequently, this flow captures every stage of the buyer’s journey, from exploring curated plant options to confidently making a purchase. Furthermore, with clear pathways and intelligent UX design, the flow eliminates confusion and builds assurance. As a result, LeafLy supports buyers with transparent information and personalized care tips, helping them create vibrant, healthy indoor and outdoor spaces.

Task flow

The task flow design for LeafLy centers around two key users: Emma, a buyer eager to find and purchase her dream plants with ease, and Carlos, a seller focused on efficiently tracking orders from customers and suppliers. Emma’s journey (from discovering curated plant selections to completing a confident purchase) is designed to minimize obstacles and provide clear, trustworthy information. Meanwhile, Carlos’s flow streamlines order management, helping him stay organized and build customer trust through reliable fulfillment. By mapping their essential interactions, LeafLy’s task flow demonstrates how thoughtful UX and UI design turn the complex dynamics of plant buying and selling into a smooth, transparent, and engaging marketplace experience.

4. High fidelity wireframe

FROM STRUCTURE TO EXPERIENCE

While designing the user onboarding and browsing phase for LeafLy, I first researched various plant marketplace and e-commerce apps to identify familiar and effective design patterns. Specifically, for the onboarding experience, the research included popular platforms like Etsy and The Sill to understand how they handle user sign-up, product discovery, and seller interaction. During this process, I noticed that Etsy offered a comprehensive browsing experience but sometimes felt overwhelming for new users. In contrast, The Sill provided a more guided journey but with limited product discovery options.

Consequently, I combined the best elements of both platforms to create a simple, intuitive onboarding and browsing experience that warmly welcomes users. Furthermore, I integrated features such as personalized recommendations, easy access to favorite plants, and seamless communication channels. As a result, after usability testing, simplifying the browsing flow and prioritizing user empowerment proved essential for enhancing engagement and building trust within the LeafLy community.

Onboarding

The onboarding experience in the LeafLy app begins by asking users to select whether they are a plant buyer or seller, setting the stage for a personalized journey. Following this initial choice, users engage with three carefully crafted questions that help the app understand their preferences, needs, and challenges- whether it’s buying specific types of plants or managing plant care difficulties. This tailored approach ensures users receive relevant recommendations and support personalized to their unique situations.

To ensure a frictionless start, the onboarding flows seamlessly into the login and registration screens. Furthermore, by combining role-based guidance with insightful preference gathering, LeafLy’s onboarding process creates a user-centric experience. As a result, it boosts engagement, builds community trust, and simplifies the plant marketplace journey for both buyers and sellers.

Personalized plant discovery & care (for buyers)

This section highlights how buyers are thoughtfully guided through a series of preference questions and care challenges, enabling them to discover plants that perfectly match their lifestyle and environment. By understanding their unique needs, LeafLy offers tailored recommendations and helpful care tips, making the plant buying journey both enjoyable and successful.

Tailored selling experience & connection (for sellers)

Specifically, this section focuses on how sellers are empowered to customize their profiles and listings based on their strengths and target audience. By furthermore addressing their specific selling goals and preferred communication styles, LeafLy helps sellers connect more effectively with buyers. As a result, this lead to a streamlined and rewarding marketplace experience.

The buyer’s path to the perfect plant

The LeafLy buyer journey flows naturally through each section- from Home, where inspiration begins, to Shop, where users explore and compare plants with ease. In My Plants, buyers can track their growing collection, while Wishlist keeps favorites just a tap away. Finally, My Profile personalizes the experience, making every purchase and recommendation feel uniquely tailored.

Your products. Your prices. Your rules.

A smart seller panel designed to simplify orders, organize products, and fine-tune pricing in real time. From portfolio management to margin control. Everything works together, so you can focus on selling, not managing chaos.

The buyer’s and seller's path example.

Manage your indoor plants and shop effortlessly with LeafLy. The “Your Greenhouse” screen offers personalized care guidance for Monstera and other favorites, with watering reminders, ideal temperature advice, and plant health tips. Seamlessly add your dream plants to the basket, customize starter cutting quantities, and enjoy clear pricing. LeafLy combines expert plant care and user-friendly online shopping, designed for both novice and experienced plant enthusiasts to nurture their green spaces with ease and confidence.

The LeafLy buyer journey flows naturally through each section- from Home, where inspiration begins, to Shop, where users explore and compare plants with ease. In My Plants, buyers can track their growing collection and monitor plant care over time, while Wishlist keeps favorites just a tap away for future decisions. Finally, My Profile personalizes the experience, making every purchase and recommendation feel uniquely tailored and aligned with individual preferences and habits.

5. Main components

BUILT FROM COMPONENTS THAT THINK AHEAD

LeafLy’s interface is powered by a modular component system designed to scale across buyer and seller journeys ensuring clarity, consistency, and flexibility as the product grows.

Switch button

Plant wishlist

Onboarding single selector

Daily routine selector

Earning & costs charts

Sales platform

Wishlist carousel

Dashboard seller

Greenhouse elements

Thoughtful by design. Practical by nature.

This project reflects a complete UX/UI process from understanding real user needs, through structured problem-solving, to scalable, production-ready components. Every decision was made to balance clarity, usability, and visual restraint. The result is not just an interface, but a system that supports growth, simplifies complex flows, and respects both users and business goals.