Challenge

Write and test UI copy for a fictional e-commerce store, Rootmate, as part of my final project for the UX Writing Academy UX Writing Certification. Rootmate is an online plant store that pairs people with the best plants for their lifestyle. This project involved content design for the primary user flow, which included a homepage, product-matching quiz, and checkout.

What I did

  • User research

  • Voice and tone development

  • User journey & flow mapping

  • UX writing & prototyping

  • Highlighter test

Timeline

8 weeks

Tools

Figma, Miro, Whimsical, Airtable, Google Forms

Final prototype

Rootmate: E-commerce content design

Defining the problem

After gathering data through competitor analysis, conversation mining, and user surveys, I identified 3 key pain points in the plant shopping process. People struggled most with:

  1. finding plants that fit their lifestyle

  2. understanding how to take care of their plants

  3. keeping their plants healthy

I used these insights and other qualitative data I collected to establish a primary user persona for Rootmate.

User persona

Establishing voice and tone

Drawing on my understanding of user attitudes and motivations, I established a voice that was approachable, fun, and supportive.

Voice and tone guidelines

Mapping the primary user flow

Because Rootmate’s goal was to match people with the best plants for their needs, the product-matching quiz was a key part of the primary user flow. To personalize the user’s experience, Rootmate needed to know:

  • how much plant care experience they have

  • if they have allergies

  • if they have pets or young kids at home

  • how much light they get in their space

  • how often they are home

  • how much maintenance they are willing to do

Keeping the broader user journey top of mind, I sketched out some different flows for the quiz. This helped me visualize the process that users would go through and predict their emotional responses and concerns along the way.

My goal was to keep it short, engaging, and interactive.

Primary user flow

Mockups and testing

Using insights gathered in the research and ideation stages, I mocked up screens for the primary user flow. I then conducted highlighter tests with a small group of users and validated final copy decisions based on feedback. See the final prototype above!