Enjoy Flowers

Industry
Flowers subscription startup

What I Did
Brand Architecture, Visual Identity, Web Design, UI-UX Design, Marketing

Enjoy Flowers blossoms as a premier flower subscription service rooted in Colombia, delivering monthly or bi-weekly floral delights to doorsteps across the United States. Throughout 2019-2020, our primary focus was enhancing user experience and elevating design aesthetics across our entire website. This strategic overhaul aimed to amplify brand visibility, drive sales, and pave the way for expansion into new business ventures.

Brand Update

They started updating the brand guidelines to give a refresh to the brand and using this as a start point to their web redesign.

Brand Colors

Refreshing Enjoy Flowers’ brand colors was a big step forward. It helped them create a more premium and welcoming vibe, making customers feel even closer to the brand.

Web Redesign

The web redesign came to life with a migration to Shopify, sparking a revitalization of both the brand and the website. Throughout this process, the primary goals of the business remained at the forefront, guiding every decision along the way.

Main Goals

Updating the site design.
Improve the user experience.
Simplify the shopping flow.

Journey Map

The journey map underwent a transformation aimed at enhancing user experience, streamlining the process for clients to purchase new products or explore details about the monthly subscription plan. By refining the user flow, we condensed what used to take over 5 steps and page loads into just 4 clicks on a single product page. These adjustments not only instilled confidence in customers but also facilitated more seamless conversions into purchases.

Wireframes

Homepage

Product Page

The product page holds immense value for Enjoy Flowers, serving as the hub where the majority of their users opt for subscriptions. Our primary objective with this page was to provide customers with comprehensive subscription details while offering them the opportunity to tailor their subscription experience through a concise four-question format—all on a single page. We drew inspiration from successful e-commerce models, such as Apple’s streamlined approach to purchasing iPhones or Trade’s personalized coffee matching questionnaire, to create a user-friendly and interactive experience that simplifies decision-making and enhances customer satisfaction.

Mobile First Experience

With over 75% of their customer base engaging through mobile devices, Enjoy Flowers prioritized a mobile-first approach to ensure an exceptional user experience. Their focus was on crafting a seamless mobile experience, rivaling or even surpassing the quality users would encounter on a desktop.

Customer Portal

The customer portal serves as a self-management dashboard where users can effortlessly modify, cancel, or reschedule their flower shipments and more, all pertaining to their subscription. However, the default design posed challenges—it was confusing, disorganized, and complex.

With the redesign, Enjoy Flowers aimed to empower users with a streamlined and intuitive experience. Now, users can easily manage their subscriptions, accessing the tools and options they’ve requested. The focus was on presenting organized and relevant information, instilling confidence in users to navigate the dashboard seamlessly.

The impact of this redesign was remarkable—customer service inquiries saw a significant reduction. By providing users with a user-friendly dashboard where they can independently modify their subscription options, Enjoy Flowers has empowered its customers while streamlining its support processes.

Customer Portal Styleguide

A comprehensive style guide was developed to equip developers with the necessary tools and framework to efficiently build the customer portal. This guide ensures consistency in design elements, such as color schemes, typography, layout principles, and interactive components. By providing a clear roadmap, developers can work swiftly and effectively, resulting in a cohesive and visually appealing customer portal.