Jessica Robbins
Responsive site // e-commerce // product filtering


A new way to experience Johnston Seed brand.

Role: Experience Strategy, UX Design, Information and Product Architecture, Creative Direction, Design



Extensive Product Filtering

It was important to provide common sense filter options that met the needs of both professionals and home garden enthusiasts. The challenge was two-fold: antiquated architecture and polar audiences.

  1. Antiquated architecture: The new architecture of their products must be sustainable to allow for growth in their product offerings over time. The architecture must be rooted in an industry-aligned format so that products from various providers could be integrated seamlessly.
  2. Polar audiences: The surfacing of these products in a relevant way will vary for each audience (professionals versus amateurs) by the terms they know. I worked to map Johnston Seed’s extensive products into a sustainable system with categories and functions to help surface relevant results on the website through advanced search, filtering, product match.

Conversion-driving Mega Menu

Driving traffic to common or featured products relevant to the current season as well as shortcuts to products for different types of customers with different needs.


Atomic Building Blocks

The site was designed with growth and sustainability in mind so that pages could be built and added from component parts on the fly as business needs and customer needs evolve over time. With more than 20 custom modules, three slider variations and multiple layout and typestyles for the client to choose from.


Behind the Scenes

Left: Desktop wireframe of ‘Where to Buy’ page with store locator results and map; Right: Wireframe of store location results detail.


Left: Wireframe of standard product landing page; Right-Top: Wireframe details from product filter in desktop view; Right-Bottom: Wireframe details of product detail page specification chart and tabs.


Mobile wireframes

Additional Team
Agency –  Saxum
Jayna Hadwiger – Designer
Madison Bryan – Content
Jeff Lowe – Technical Director
Adam Munns – Development
Amy Blackburn – Account Manager
Amy Pyles – VP, Digital