PROBLEM

In my three years working as Operations Manager for Forland, we conceptualized and ran two retail storefronts together in San Francisco's Hayes Valley and Pac Heights. However, this experience could not have prepared us for the transition the business would need to take in response to COVID-19 lockdowns and capacity restrictions. We needed to find an avenue to continue sales operations while not compromising the branding and experience of shopping in store.

SOLUTION

In the span of three weeks, Forland and I worked together to build what became Plants and Friends To Go, an innovative online click collect and delivery storefront. Our goal was to create a website that was straightforward to navigate, even for brown thumbs, and that retained the friendly, genuine and design-focused aesthetics of our Brick and Mortar locations. The branded experienced needed to be distinctive and recognizable from awareness to checkout, with a mirrored approach to social strategy.

Our brand artist, Ty Williams, produced an assortment of illustrations to enhance the site's design and provide clear product merchandising. From these images, I designed templates and graphic design guidelines for use in social and e-mail marketing.
In addition, I produced knowledgable, yet lighthearted copy that maintained the bright and humorous voice of the brand. 

Access to customer service channels and convenience were integral to the site's design. The addition of Live Chat and product page contact forms served as a direct line to a remote representative to assist the customer remotely, offering the same welcoming experience that one would find in store. We wanted to provide the customer a sincere sense of connection within a time of isolation. In addition, we partnered with Deliv for quick and convenient on-demand delivery, offering reliable order tracking from checkout to arrival. For customers that needed a little extra hand, we began booking Botanicalls through our services hub: one-on-one video design consultations that allowed the customer to tour the shop remotely and speak directly to a shop associate.

Following the re-opening of our Brick and Mortar Stores, we continued to offer these same Omnichannel services, providing a streamlined experience between web and in-person shopping.