2025

web

ecommerce

flowers

Florelium Flowers & Gifts

A German online store that sells and delivers beautiful flowers, incredible bouquets and lovely gifts throughout Europe.

In the beginning, the customer developed the simplest MVP on his own, filled the catalog with products and launched the initial version of the store. The first tests showed a number of crucial problems. The path to checkout was too complicated, the UI logic was confusing, and there were many weak points in using the product filters. Stakeholders and business owners have requested a fresh look at UX from the outside in order to radically change their service, improve ready-made solutions and implement a new functionality (an improved and extended personal account, gifts and postcards in the order, etc.).

Role

UX/UI Designer, UX Researcher, UX Writer, A/B Tester

Team

Project Manager, Marketing Team, SEO, Developers

Timeline

5 months (time for user interviews preparation not included)

Project scope

Overview of the flower ordering market in Europe. Analysis of the current MVP, identification of the main points for hypothesis generation and testing.
Competitive audit, data processing (primary research), interviewing real buyers of flowers, searching for key JTBD (denifitions based on interview results and analytics).
Creating a brand new structure and project logic (clear flows, intuitive actions, predictable user solutions). Detailed wireframing & prototyping, A/B testing.
Clean & smart UI that gives buyers pleasure while purchasing (responsible layouts, icons, unique illustrations, UI kit, documentation for developers).

Key achievements

×2,5

Checkout completion time has been shortened compared to the MVP (fully paid orders).

+25%

Registered store users returned for a repeat purchase within the first 3 months.

+35%

The total purchase amount was increased after the new gift/postcards system had been implemented.

+10

New features added since MVP launch: catalog filters, gift & postcards, improved personal account, etc.

7 new countries were added available for delivery, which increased the reach of the target audience by 43%.

Task

I needed to research users’ behavior in order to understand their preferences in choosing a flower and gift e-shop in Europe that they would like to use continuously.

The first priority was to upgrade the working MVP — on the fly, quickly and without crucial changing the core functionality.
Next, it was necessary to review the user flows through the entire store, define weaknesses and implement improvements at all points of the UI.

Goals

To simplify the user’s path to checkout.
To reduce the time it takes to place an order.
To improve the catalog structure and working with filters.
To propose, test, and implement new features aimed at optimizing the UX and creating an intuitive, user-friendly flower ordering platform.

Process highlights

The specifics of the behavior of European online flower buyers, as a rule, consist of the following aspects:

Most people buy for some reason or event.
Users need a simple and unambiguous interface to make a quick purchase decision.
For many people, the bouquet isn’t the most important thing, it’s more significant that the flowers are fresh, look like in the photos and arrive exactly on the right day & time.

The emphasis on the photos

It's really important for the customer to see every detail of the flower bouquet before buying.

The variability of choice

You can choose the size of the bouquet based on the event and the budget for the purchase.

Gift additions

Cross-selling of services and accessories at the stage of completing the order of the main product.

Delivery address

The exact delivery address allows you to specify not only the price of flowers when adding to the cart, but also the time range of arrival of the order.

Contextual filtering

According to the tests, interaction with the product catalog is accelerated by 35-50% with quick links ("Bestsellers", "Bouquets up to 99€", etc.).

Popular flowers

Referring to the tests, the section with the most purchased flowers (roses, tulips, lilies, etc.) at the top of each page increases user activity by up to 45%.

Shipping details

Specifying the address allows you to personalize the order processing and clarify the delivery details.

Favorites

Easy pop-up navigation with information on products added to favorites (with quick access to the full list).

Promo banners

Increased emphasis on the most popular reasons for buying flowers and gifts (home page only).

Checkout first

A simplified interface with an emphasis on forms. Nothing should distract the user from completing the purchase.

Step-by-step order completion

A wide variety of gifts and greeting cards (with special text wishes), recipient's address info, bank details, and more.

Order's summary

The order's summary is displayed in the fixed right sidebar: all the most important things are always at hand.

Technical consistency

All design layouts are created taking into account the specifics of displaying on large screens (desktop), tablets and smartphones.
The necessary active states are defined and visualized: hovers, drop-down menus, lists, links, buttons, empty states, and more.
The project’s working files are conveniently structured and organized in Figma (components, auto-layouts, variants, etc.) and fully prepared for the developers and/or sharing to related specialists for collaboration.

We run a big flower e-shop in Germany and Alex nailed our UX/UI refresh. He quickly understood our brand, our users’ needs and what our customers really want, proposed clear flows for bouquet orders and checkout, and delivered polished screens on time. Marketing team loves it — site feels faster and easier to buy from.

Michael Voigt,

Head of Florelium Project Team