My Role
I handled the complete rebuild as the sole designer and developer, taking Arbor Valley from outdated HTML to a modern, database-driven platform. My responsibilities included architecting information for 1,000+ plants, designing intuitive search flows, building the Webflow infrastructure, managing Spanish localization, and training their team on content management.
Challenges Faced
Managing 1,000+ plants across 8 CMS collections while creating location-specific micro guides for each store pushed Webflow's limits. The Spanish localization meant duplicating every plant description and care instruction, while maintaining sub-3-second load times with this much data required aggressive optimization strategies.
Process & Discovery
I started by organizing scattered plant data from PDFs, Excel sheets, and handwritten notes into a coherent structure. Staff interviews at each location revealed inventory variations and common customer questions, leading to a progressive filtering system based on sun requirements, water needs, and Texas heat tolerance—plus location-specific pages for individual store inventories.
increase in organic traffic
average visit duration (up from 1:21)
plant database entries
pages with location specific guides
Design Overview
The design uses an earthy palette that lets plant photography shine while maintaining readability in bright outdoor conditions. A card-based layout adapts seamlessly across devices, custom icons make plant requirements instantly scannable, and the Spanish toggle respects both language communities without being intrusive.
Technologies used
The results & business impact after site launch
The 80% traffic increase and tripled engagement time tell part of the story, but the real win is Arbor Valley now having their region's most comprehensive plant database. The Spanish localization opened new markets, location-specific inventory reduced "do you have this?" calls by 60%, and the client can manage everything independently—success all around.
There's plenty more examples. Take a look at some others.
I'm passionate about building websites that work as hard as you do. Whether you need something built from scratch or want to rescue an existing site, I focus on creating experiences that look great and actually get results.
© 2024 Jacob Trujillo dba JT Designs. All rights reserved. Unauthorized use and/or duplication of this material without express and written permission from this site’s author and/or owner is strictly prohibited.
*All work showcased on this website was created by myself, Jacob Trujillo, and includes projects completed during my tenure at an agency. The views and opinions expressed on this site are those of the author and do not necessarily reflect the official policy or position of any other agency, organization, employer, or company.
†Clients mentioned on this site reflect work completed as part of my role at an agency. These projects are included to illustrate my personal contributions and expertise, not to imply direct individual client relationships.