Holganix

Before laying out individual pages, I mapped the paths through the site. The flow work established how visitors could enter through an audience, learn about the product and process, find supporting stories, and reach the next useful action.

The homepage needed to connect those paths without trying to answer every audience's questions at once. Audience pages could then go deeper into the benefits, evidence and practical information relevant to a particular visitor.

The Turf page provides a direct thread from the original drawing to the implemented website. In the sketch, a strip of growing roots gives the soil story a visual structure. Notes around it explore benefit cards and how they could reveal more information.

R1 turns that drawing into a wireframe section. R5 keeps the root-growth illustration and makes the surrounding benefits more specific. On the implemented page, the same arrangement is visible in the finished colors, typography and illustration treatment.

Not every sketched interaction or section had to survive. The value of the sketch was that it made the relationships concrete enough to discuss and revise before the final visual design.

The revisions continued from R1 through R5. The later homepage combines several kinds of explanation: an introductory film, soil restoration, a close look at microorganisms, audience routes, the Living Network and testimonials.

For the microorganism section, the wireframe pairs a handful of soil with labels and a short explanation. It connects an unfamiliar biological process to something tangible. The implemented website develops that direction through photography and scrolling behavior.

This is where the distinction between my contribution and the visual designer's work matters. I established the content relationships and interaction intent; the finished visual expression came through the collaboration.

The audience work continued beyond the homepage. In R0, the agriculture page moves from a product introduction into a three-step process, performance metrics and an ROI calculator before reaching farmer stories and product choices.

R5 leads with a farmer case study and testimonials, then develops the story through more examples, data, and product rates and application guidance. The revised sequence brings other farmers' experience nearer to the beginning and keeps practical detail available for a visitor ready to go further.

These artifacts show the wireframe decisions at those rounds. The live farmer page has continued to evolve, including Farm Possible and ROI content, so the case study does not treat every later product choice as a direct copy of R5.

The finished Turf benefits section makes that handoff visible. Alternating rows, the sequence of claims and a repeated connection across the page were present in the wireframes. The live design gives those relationships a physical texture through grass, soil, color and typography.