Aquabota

Aquabota is an online store specialising in aquariums, aquascaping and living aquatic environments. The brand offers a selection of fish, plants, invertebrates, equipment and solutions adapted to freshwater and marine aquariums, ponds and terrariums.

ANALYSIS

Aquabota’s existing website offered a rich and expert product range, but its readability, hierarchy and advisory value were not fully highlighted. The diversity of its worlds — aquariums, aquascaping, ponds and terrariums — required a clearer user journey to guide different types of users, from beginners to enthusiasts.

The challenge therefore involved both the navigation structure and the graphic redesign of the interface: clarifying the content, strengthening trust, highlighting the living aspect of the offer, and translating Aquabota’s expertise through a more coherent, educational and inspiring experience.

MISSION

In the first phase, I worked on the website’s main pages in order to rethink the readability of the user journey, clarify the organisation of the offer, and redesign the visual universe with a clearer and more reassuring approach.

The analysis highlighted several key friction points, including:

the delivery of live aquatic species, which required more education and reassurance,
the classification of a dense catalogue of more than 3,000 references,
the website visuals and the visuals for live products.

The work therefore focused on reassuring users and clarifying the live delivery system, as well as improving the structure of the navigation, designed around users’ needs rather than a simple product-based logic.

Regarding the visuals, I generated the main images for the homepage, category pages, and other key sections. However, for product visuals, Aquabota has several thousand references, particularly for live products — fish, crustaceans and plants — with weekly updates to product images.

I therefore proposed a simple methodology that could be implemented internally using generative AI tools, in order to facilitate the regular production and updating of these visuals.

I also reworked the associated products, reassurance elements and content hierarchy, while making a clearer distinction between the pond universe and freshwater aquariums. These two areas respond to specific uses, expectations and markets.

Overall, the objective was to clarify the user journey, better guide visitors towards the right products, and showcase the products more effectively, in order to help increase the average order value and the website’s conversion rate.