Website architecture & UX / Client work
Holganix
Finding a clearer path through a complex product story.
Audience flows, early explorations, sketches, and five rounds of wireframes for a soil biology company.
UX architecture · Wireframes · Interaction design
Visit the live website
01 / The starting point
A single company, several ways in.
Holganix works with soil biology, but visitors arrive with different needs. A farmer looking at crop performance and a turf professional caring for a landscape need a relevant entry point into the same product story.
My work focused on the site’s UX architecture, wireframes, and interaction design: how those visitors find their way, what they learn first, and how one page leads to the next.
I developed the UX and wireframe direction. A collaborating designer created the final visual design. The live site is the result of that collaboration.
02 / The design process
The useful work happened in the revisions.
The initial R0 direction was less successful. Instead of treating that first layout as the answer, I returned to the structure, explored alternatives in sketches, and worked through a new wireframe sequence.
The selected artifacts below show that change in direction. R2 through R4 sit between the reworked R1 and the refined R5, rather than representing separate finished concepts.
The refined homepage wireframe after the R1 to R5 sequence. These are UX deliverables; the final site’s visual design was developed by a collaborating designer.
03 / Reworking the homepage
Change the sequence, not just the styling.
R0 leads with “Grow Possible,” two immediate audience buttons, and a grid of six benefits. R1 keeps the headline but puts a story ahead of the routes: a video-led introduction, the problem of damaged soil, and a visual explanation of the microorganisms. The audience choices arrive after that explanation.
The shift is from a catalog of benefits to a sequence that explains why the product exists and how it works before asking the visitor where they want to go.
04 / An audience journey
Give the visitor a page that speaks to their work.
R0 introduces the product through a three-step explanation, performance metrics, and an ROI calculator before reaching farmer stories and product choices. R5 leads with a farmer case study and testimonials, then brings in more stories, data, and application guidance.
The revised journey puts other farmers’ experience near the start. Practical information about rates, applications, and crops gives the visitor somewhere useful to go once they want more detail.
05 / Explaining the process
Make an unfamiliar process easier to follow.
The R5 homepage breaks the soil-restoration explanation into a sequence. The hourglass stays in place while the message moves from farmer benefits to a shared mission and then a single proof point. Keeping one visual anchor gives those changing messages a common thread.
Selected wireframe frames from the R5 homepage. Use the controls to compare the planned content states.
Inspect the related R5 process-page wireframe ↗06 / The final handoff
A stronger structure for the visual design to build on.
My contribution was the path through the site: audience journeys, page hierarchy, wireframes, and interaction intent. The later visual-design work brought a separate layer of craft to the live experience.
The lesson I took from this project is practical: a first direction can be useful even when it is not successful. Here, the shift from R0 into sketches and R1 created the basis for a more resolved handoff.
Visit the live website ↗