A Canadian-owned fresh wholesale flowers and greens online shop, approached me to revamp their existing e-commerce website.
The goal was to enhance the overall user experience, improve conversion rates, and increase customer satisfaction. The primary focus was to create an intuitive, visually appealing, and mobile-responsive interface that simplifies the flower purchasing process for customers.
Full Website
Discover work process!
Previous eCommerce UI
Recognizing the pressing need for change, Flowers Direct sought to revitalize their online presence through a comprehensive UI redesign. Their vision was clear: to breathe new life into their digital storefront, foster seamless user interactions, and reclaim their position as a leader in the floral e-commerce industry.
Outdated Interface
The original website had an outdated and cluttered design, making it challenging for users to find the products they were looking for. The visual elements lacked consistency and did not align with the brand's image.
Complex Navigation
The navigation structure was convoluted, leading to confusion among users while trying to browse different flower categories and product details. This complexity resulted in high bounce rates and a drop in conversions.
Re-design Process
The visual design focused on generating a welcoming and aesthetically pleasing interface and improving the professional appearance. Integrating a contemporary color scheme, cutting-edge typography, and top-notch product visuals to boost the overall visual attractiveness.
The design elements enhanced the brand's personality and conveyed a sense of reliability and trustworthiness to potential customers.
Design A → Design B
Throughout the entire UI redesign process, maintaining a user-centric approach, adhering to design principles, and collaborating effectively across the team was essential for creating a successful and engaging user interface.
Wireframes and Prototyping
Using the insights from a competitive analysis research, I crafted low-fidelity wireframes to visualize the new website layout and user flow. Upon feedback and iterations, I transformed the wireframes into interactive prototypes.
This allowed me to test the usability and navigation flow, making data-driven design decisions.
Visual Design
The visual design aimed to create an inviting and visually appealing interface while maintaining a professional image. I incorporated a fresh color palette, modern typography, and high-quality product imagery to enhance the overall aesthetic appeal. The design elements complemented the brand identity and conveyed a sense of trust and reliability to potential customers.
Post Re-designing
Recognizing the pressing need for change, Flowers Direct sought to revitalize their online presence through a comprehensive UI redesign. Their vision was clear: to breathe new life into their digital storefront, foster seamless user interactions, and reclaim their position as a leader in the floral e-commerce industry.
Aesthetically Pleasing Interface
The revamped visual elements enhance the overall user experience and align with the brand's image.
Streamlined Information Architecture
A clear hierarchy was established to guide users effortlessly from the homepage to product selection and checkout.
Enhanced User Guidance
The redesigned platform includes clear and well-placed call-to-action buttons, progress indicators, and helpful feedback cues throughout the user journey.
Improved Product Discovery
The new design allows users to easily explore and discover products, with intuitive filtering options and a prominent search function.
Hi-Fi Prototypes
Final Results
The UI redesign of Flowers Direct e-commerce successfully transformed the platform from an outdated and confusing interface to a modern, user-friendly, and conversion-optimized online shop.
