Florists.com
Redesign for greater upsell opportunities
Overview
1800Flowers set out to redesign and rebrand Florists.com to attract budget-conscious consumers priced out of higher-priced sister brands. An outside agency created an updated brand look for the UI. Additionally, the redesign focused on upselling UX strategies to increase revenue and clarify shipping to improve user satisfaction and retention.
As the Lead Designer, I used a user-centered approach to design conversion-focused upsell tactics and introduced a transparent fee structure and an elevated interface to boost consumer confidence and increase revenue. This case study outlines my redesign process, the methods and solutions implemented, and the current and projected impact—demonstrating how persuasive design strategies and an elevated customer experience drive success in e‑commerce.
Key Highlights
Budget-Focused Redesign: Bridged a gap for budget-minded shoppers in a higher-priced family of brands.
Agency-Led Rebrand Integration: Adopted branding updates for an elevated interface and improved user satisfaction.
Design Approach & Goals: Used upsell strategies, transparent fees, and shipping clarity to boost confidence and revenue.
Customer & Business Context
Florists.com offers more affordable options to the more budget-conscious 1800Flowers shoppers. However, the small-size bouquets Florists.com delivered led to user disappointment and negative brand perception. Lack of transparency surrounding shipping fees was another central pain point reported by users who were often surprised at checkout, leading to cart abandonment and loss of trust. Leadership recognized the potential impact of these combined factors on revenue and brand standing, establishing a directive to develop strategies that encourage users to upgrade their selections while reinforcing confidence throughout the purchase process.
In response, I shaped the UX/UI strategy to incorporate strategic upsell tactics—such as the “rule of three,” social proof, limited-time offers, and more. Additionally, I introduced a minimal aesthetic that integrated the newly refreshed brand identity, creating a refined shopping experience to help users feel confident in the quality of their chosen gift.
Stakeholder feedback and projected metrics show that the enhanced platform could substantially improve user satisfaction, encourage long-term loyalty, and increase revenue. This demonstrates how strategic design decisions and a user‑first approach directly affect revenue growth and brand strength.
Key Highlights
Identified Market Gap: 1800Flowers relaunched Florists.com to cater to budget‑conscious shoppers priced out of higher‑end options.
UX/UI Strategy: Implemented upsell tactics (rule of three, social proof, limited-time offers), plus a minimal aesthetic for a luxury feel, increasing user confidence.
Projected Impact: Early feedback indicates higher satisfaction, loyalty, and revenue, showing how user‑focused design drives e‑commerce success.
Approach & Methodology
I began by performing a thorough competitor analysis and industry patterning to inform design decisions. This research pinpointed key opportunities for persuasive design strategies and highlighted the importance of transparent pricing, which would benefit users and support Florists.com’s revenue goals. I also reviewed past 1800Flowers enterprise research, user interviews, and usability studies to validate design assumptions, address key user pain points, and refine solutions accordingly.
Close collaboration with product managers and developers ensured the feasibility of proposed upgrade features, such as a mini-cart and a dynamic availability calendar that adapts to seasonal needs. I began with an iterative approach using low‑fidelity wireframes in Figma, evolving into mid- and high-fidelity interactive prototypes annotated for developer hand-off. A key iteration replaced the stacked selector with the ‘rule of three’ layout, addressing bouquet size concerns and facilitating upsell opportunities.
We aimed to create a user-friendly experience at every stage while boosting average order value. By integrating clear pricing, intuitive navigation, and transparent shipping details, the redesign aligned with Florists.com’s broader enterprise objectives and user needs.
Key Highlights
E-commerce & Competitor Research: Identified transparent pricing solutions, tiered bouquet options, and customization as key focus areas.
Cross-functional Collaboration: Aligned with product managers and developers for feature feasibility and smooth implementation.
Balancing User & Business Needs: Built trust with transparent fees and upsell paths, increasing average order value while preserving usability.
Key Design Solutions
PDP Strategies & Outcomes
Original Product Page
The updated product page design uses persuasive strategies to nudge users toward upgraded purchases. The price selector design utilizes the “Rule of Three,” presenting users with three clear choices to streamline decision-making and emphasize the value and popularity of the higher-priced product, encouraging them to upgrade. Social proof badges—best-selling or most popular—help persuade users to opt for a more extensive gift selection. At checkout, a mini-cart pop-up highlights relevant upgrades, enhancing the gift experience and increasing the average order value.
In addition, to further increase user trust and maximize conversions, the redesign also needed to address a longstanding user pain point uncovered by 1800Flowers research, specifically the lack of transparency around shipping fees. For this project, leadership set a goal to design and implement solutions that communicate those fees clearly to users, aiming to increase purchase completions and reduce cart abandonment.
In response, I introduced a Campaign-style Block on the PDP that detailed the fee structure and delivery process to ensure user confidence in finalizing purchases without unexpected costs. Additionally, the Delivery Option Component utilized clear UX language, large buttons, and color prompts to enable users to make a faster, more confident decision to proceed to checkout, raising projected user satisfaction by 20%.
I also added a visual comparison strategy illustrating the difference in bouquet size and fullness to highlight the value of the more costly product.
These strategies, including the updated price selector, successfully raised the average order value (AOV) on Florists.com. This prompted leadership to implement the selector and other details from my design on the 1800Flowers product page, extending the value of my work and continuing to bolster shopper confidence in their gift selections.
Key Highlight
Rule of 3 Layout: Simplifies choice and nudges users toward larger arrangements.
Social Proof & Urgency: Bestseller badges + limited-time offers guide decisions.
Impactful Design: The success of strategies inspired 1800Flowers product page redesign.
New Product Page
Dynamic text block
Size & shipping selections
Add-ons
Comparison chart
Educational block
Product suggestions
User-Centered UI Overhaul & Brand Alignment
Mood Board and Branding Guidelines translated to UX specifications
Florists.com was relaunched under a new brand identity to provide an elevated, user-friendly experience while serving a more budget-conscious audience. Building on this mandate, the UI overhaul incorporated the refreshed branding across every touchpoint, ensuring customers could easily navigate the site, discover suitable products, and confidently finalize purchases.
In overhauling the site’s page architecture, I reorganized category views and product collections to streamline browsing, making it more straightforward for users to discover relevant offerings. Alongside these changes, I refined the overall navigation and reduced friction in the path to purchase. On mobile, parallel navigation complimented the hamburger menu, allowing users to cut down clicks and help shoppers reach products more efficiently.
A prominent zip code field allows users to confirm delivery availability early in their journey, addressing a core concern in user feedback. I also introduced key interactive elements such as a mini-cart pop-up and intuitive add-on selectors, guiding shoppers toward a smooth checkout without extra steps. The site maintained consistency and supported an elevated perception of quality by anchoring all these updates to the new brand guidelines.
The result is a cohesive relaunch that aligns with the updated brand identity, satisfies user needs through transparent discovery and straightforward navigation, and fosters greater trust in the Florists.com experience. Based on initial results and stakeholder feedback, the design is estimated to have a 25–35% increase in perceived brand quality.
Key Highlights
Streamlined Page Architecture: Reorganized category views and refined navigation to help users discover and compare offerings quickly.
Parallel Navigation on Mobile: Reduced clicks by replacing deeper menu structures, making the path to purchase more direct.
Mid-fidelity interactive mobile prototype
Consistent Brand Integration: Anchored every element to the updated brand guidelines, ensuring a cohesive and trustworthy experience.
Projected Gains: Estimated a 25–35% increase in perceived brand quality.
Ensuring Holiday Delivery Clarity
Internal data revealed that unclear holiday delivery options often caused confusion and negative user experiences. Upcharges for expedited orders—especially around peak seasons—left shoppers uncertain, eroding confidence and trust. Actionable insights from the parent site indicated increased transparency could significantly reduce these issues. In response, I introduced a flexible calendar component that can reveal holiday-specific instructions whenever a selected delivery date intersects with a peak season or requires an upcharge. This adaptable design keeps the interface uncluttered for routine orders while still surfacing time-sensitive details at precisely the right moment. Real-time zip coverage further clarifies availability upfront, lowering cart abandonment and hesitation. By offering transparent fees and schedules, the solution provides peak season assurance and encourages more completed orders, with early projections suggesting a 15% decrease in holiday-related cart abandonments.
Key Highlights
Simpler Pricing Structure & Adaptable Calendar: Minimize confusion around seasonal rates by displaying critical information only when it applies.
Real-Time Zip Coverage & Peak Season Assurance: Reduce hesitation and boost order completions during high-demand periods through upfront, location-based transparency.
Implimintation & Resulsts
The initial implementation of the bouquet selector, featuring the “rule of three” upsell, indicates a positive impact on average order value (AOV). Early analytics show that users are more inclined to select deluxe or premium tiers when prices are presented side by side, suggesting that easily comparable options build buyer confidence. Meanwhile, additional features—such as transparent fee displays, zip-coverage calendars, custom arrangements, and an elevated interface—are still in development. Projections based on user research, competitor benchmarks, and internal feedback suggest these enhancements will further increase user trust, reduce cart abandonment, and encourage repeat purchases once fully deployed. Site-wide rollout plans include regular analytics tracking, user feedback loops, and iterative refinement to ensure every update meets business objectives and user needs. Key insights have emerged—straightforward tiered pricing resonates strongly with shoppers, transparent fees boost clarity and reduce friction, and continuous measurement remains essential to maintaining alignment with user expectations.
Key Highlights
Initial Success: Early data shows a boost in AOV and fewer checkout hesitations following the bouquet selector’s launch.
Planned Improvements: Greater fee clarity and location-based delivery options are expected to strengthen user trust further.
Continuous Refinement: Analytics and feedback loops guide each iteration to meet evolving user and business needs.
Conclusion & Future Steps
By focusing on user needs and addressing major friction points—such as unclear bouquet sizes and hidden shipping fees—the Florists.com redesign has demonstrated promising early outcomes. The “rule of three” bouquet selector, transparent pricing, and refined interface collectively foster greater user confidence, leading to higher average order values and fewer checkout hesitations.
The plan is to integrate additional features—like zip-coverage calendars, custom arrangements, and more transparent holiday fees—across the site. Based on user feedback and competitor benchmarks, projections suggest these enhancements will further reduce cart abandonment and boost overall satisfaction. Continuous A/B testing, analytics tracking, and user interviews will guide iterative refinements, ensuring Florists.com remains aligned with evolving shopper expectations and market demands.
Lessons Learned
Value of Early Feedback: Even limited testing highlighted critical pain points, enabling targeted improvements.
Importance of Transparency: Clear cost details and bouquet sizing significantly bolster user confidence, driving higher conversions.
Continuous Improvement: Frequent measurement and iterative design are essential for maintaining relevance in a shifting e‑commerce landscape.