Overview
Lawrence Florist is a local flower shop with a heartfelt mission: brighten life's everyday moments through meaningful floral arrangements and personalized service.
First problem: Hierarchy
The existing website experience fell short of customer expectations, including: poor navigation, weak visual hierarchy, outdated design patterns. Made it difficult to user to complete purchases.
The goal was to reduce cart abandonment by 20%.
Information Architecture
A new sitemap was developed to simplify navigation, clarify product categories, and align with user intent.
Click to expand site map.
The solution
To reduce cart abandonment, the website was redesigned with a user-centered checkout flow that prioritizes clarity, speed, and trust.
The solution introduced a simplified cart layout, clear calls-to-action, transparent cost breakdowns, and fewer required steps to complete a purchase. These changes minimize hesitation and decision fatigue, encouraging users to complete checkout and supporting the goal of a 20% reduction in abandonment.
Second problem: Inconsistent UI
Through user research and heuristic evaluation, we identified critical pain points that were blocking conversions and creating frustration.
Research Insights
| Pain Points | Opportunities |
|---|---|
| 01 Lack of real-time feedback for user actions | Introduce visual feedback and confirmation cues |
| 02 Unclear and generic product categorization | Create intuitive, user-centered categories |
| 03 Inconsistent UI components and typography | Apply a unified visual style guide across the site |
Design System & UI Kit
A cohesive design system was created to ensure consistency across all touchpoints and streamline future development.
Color Palette
Color palette was tested for WCAG AA accessibility compliance.
Typography
Interaction & Buttons
Homepage Mockups
High-fidelity mockups showcasing the redesigned homepage with improved visual hierarchy and user experience.
Adding Responsiveness
Mobile-first approach ensuring seamless experience across all devices with optimized layouts and touch-friendly interactions.
Results
The redesign focused on clarity, emotion, and ease of use—turning a dated online flower shop into a warm, modern shopping experience.
The improvements touched every layer of the brand, from visual identity to UX structure and user trust.
- Simplified navigation and clear hierarchy for faster decision-making.
- Emotionally driven messaging to build connection and loyalty.
- Refreshed product pages with delivery info upfront.
- Cohesive visual identity that appeals to a younger, design-aware audience.
