UX redesign
case study

Making it easier to find, choose, and order flowers for a local florist's e-commerce site

UX Design Usability Research Information Architecture
Bloom & Fern florist website homepage on desktop and mobile — New Season, New Ways To Show Love

The problem

A beautiful product, hidden behind a difficult experience

The previous website was overwhelming and confusing. Visitors had trouble browsing arrangements and often gave up before finding the perfect bouquet.

Recording of the old site's confusing navigation menu
Old florist site screens on mobile — home, menu, occasions submenu, and favorites list
Research

Website audit + competitive analysis

Three findings from the audit: overloaded navigation, weak product hierarchy, and unclear path to purchase

The design goal

The goal was to reduce cart abandonment by 20% by creating a faster, easier, and more transparent checkout experience.

The evidence behind
the redesign

Baymard Institute found that 18% of shoppers abandon purchases because checkout feels too long or complicated. This reinforced the opportunity to simplify the experience and help customers move from product selection to order confirmation with less effort.

Baymard Institute - Cart Abandonment Rate Statistics

The strategy

Creating a clearer path

Three design principles — simplify choices, guide the eye, keep ordering visible — leading to a simplified shopping journey: home, shop, product, delivery, checkout Redesigned product page, delivery details modal, and checkout screen shown on three laptops

Results

Fewer distractions

A simplified experience helps user focus on who matters most

Clearer next steps

A guided flow makes it easy to move from browsing to placing an order

A cohesive brand experience

When visuals and consistent details reflect the care behind every arrangement

Final redesigned florist site screens on laptop — Mother's Day promo, new collections, our favorites, and homepage
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