Sector
Wholesale/Eco
Role
URL
limesupply.com
Release Date
2023
Challenge
Designing for Change
As a designer at STM Agency, I was tasked with modernising Lime’s outdated and inflexible ordering system while supporting the company’s shift toward sustainability. The existing website lacked transparency around eco-credentials, making it hard for customers to make informed choices. The challenge was to create a seamless digital experience that maintained customer trust while aligning with Lime’s new direction.
Discovery
Competitor Analysis
I analysed competitor sites for usability and product transparency. Most lacked clear sustainability credentials, revealing an opportunity for Lime to stand out with stronger eco labelling on products.
User Interviews
I conducted five interviews with existing Lime customers—primarily business owners and managing directors. These revealed challenges with clunky ordering, gaps in product information, and a need for clearer sustainability support. Customers cared about eco-friendly products but struggled to identify them, and the lack of video demos and detailed information made buying decisions harder.
Vision
Framing the Solution
Making Sustainable Choices Easier
I’d need to surface eco-credentials in a clear, visual way so users could quickly understand what made a product sustainable without digging through dense text.
Improving Day-to-Day Usability
To reduce frustration, I’d look at improving stock visibility, reordering tools, and order tracking so customers could manage everything without having to make phone calls.
Preserving The Personal Connection
Even as we moved away from manual processes, it was important the site still felt personal—clear language, intuitive flows, and brand consistency would help keep that connection.
Foundations
Shaping the Experience
I conducted a full taxonomy review using a shared Google Sheet to work collaboratively with the client. We also defined the sustainability criteria together, and I recommended a hierarchical sub-category system to make eco credentials easier for users to understand and find the right products more efficiently.
Wireframing & Prototyping
I began with low-fidelity wireframes to quickly explore layout ideas and test assumptions. Prototyping in Figma from the outset let me test real user flow tasks like browsing, filtering by sustainability, and managing orders. This helped identify friction points early and shape an experience that felt intuitive before moving into detailed UI design.
Applying the Branding
I applied the refreshed branding across the interface and integrated it into a flexible Figma design system, ensuring consistency in typography, colour, and components while making it easy for the team to scale and reuse elements.
High-Fidelity Visuals
