Friendly Turtle – Speculative Website Redesign
Self-initiated concept for portfolio purposes. I am not affiliated with Friendly Turtle.
Project Overview
Friendly Turtle is a UK-based e-commerce brand specialising in eco-friendly products.
This redesign concept builds on the website’s strong foundation to further enhance user experience and brand storytelling. The original site offers clear navigation, helpful product carousels, and thoughtful features such as favourites and “sold out” badges, which effectively support browsing and shopping. Key strengths include:
Well-placed Best Sellers and New Arrivals sections for easy product discovery.
Credibility-building elements like customer reviews and blog content.
Small design touches, including icons and banners, that reflect attention to detail and sustainability values.
The redesign explores ways to amplify these strengths and deepen the site’s connection with its eco-conscious community.
My Solution
There are, however, opportunities to further enhance clarity and visual impact.
Simplifying and grouping top navigation categories, improving hero section contrast and CTAs, and introducing more white space would create a fresher, more user-friendly experience.
Adjusting button hierarchy and optimizing image overlays would also strengthen accessibility and engagement. Overall, a light design refresh—particularly with colour use and layout flow—could help the site better reflect its eco-friendly ethos while guiding visitors more intuitively through seasonal offers, discounts, and content.
BEFORE
AFTER
Expected Impact
Easier Navigation, Better Browsing
Simplifying the top menu and homepage layout will make the site easier to use. Visitors will find products faster, and featured content like seasonal sales or new arrivals will stand out more clearly.
Stronger Brand Look & Feel
Using warmer colours and more distinctive fonts will give Friendly Turtle a more inviting, memorable style. Better spacing and layout will help the homepage feel clean, fresh, and aligned with your eco values.
More Clicks, More Conversions
Stronger calls-to-action, discounts for new customers, and perks for existing ones (like freebies or favourites) will encourage people to shop, sign up, and come back more often.
Build Trust & Loyalty
Highlighting reviews, blog content, and social proof more clearly will boost customer trust. It helps show the brand’s credibility and connects people to your mission in a more meaningful way.
See it in action
This is a self-initiated redesign for portfolio use only.
I am not affiliated with Friendly Turtle.