This project involved designing a fully responsive eCommerce website for a local florist business. The platform was intended to allow users to easily browse, customize, and purchase floral arrangements such as roses, tulips, and gift bouquets across all device types. The primary goal was to enhance user experience through thoughtful design decisions that addressed real customer pain points, especially in mobile usability, product clarity, and checkout processes
The problem:
Most local florist websites lacked responsive design and intuitive user flows. Users often struggled with:
Overwhelming product options
Small, unclear visuals
Limited customization features
Frustrating and lengthy checkout processes
This created a subpar experience that failed to meet the expectations of modern, mobile-first users.
The goal:
To create a responsive, user-friendly website where customers can:
Easily browse and filter flower collections
View clear, detailed images of arrangements
Customize orders (e.g., with vase types or messages)
Complete purchases smoothly on desktop, tablet, and mobile
Local Florist Business
UX Designer (Sole Designer)
Figma, Pen & Paper, UsabilityHub
March 2025 – April 2025
Wireframes, High-Fidelity Prototypes
User Research: Conducted remote user interviews to identify behavior patterns, frustrations, and feature expectations. Participants included professionals and regular gift-buyers.
Key Insights:I conducted user interviews and empathy analysis to understand how customers browse and purchase flowers. The research focused on key motivations, frustrations, and common behaviors when shopping for floral arrangements online.
Using affinity diagrams and sketching, I conceptualized streamlined solutions. I focused on:
Developed a clean sitemap prioritizing essential user tasks: browsing, filtering, customizing, purchasing, and managing accounts.
Initial sketches helped me outline core sections: hero, categories, product cards, and filtering options.
Transitioned into Figma to build responsive digital wireframes. Emphasis was placed on spacing, button placements, and intuitive UI alignment across devices.
Linked key user flows—such as selecting a bouquet, adding it to the cart, and checking out—to simulate user navigation and support early testing.
Built a clickable hi-fi prototype incorporating all refinements, ready for developer handoff or further validation.
Your insights, my design thinking—together, we’ll solve it right
