Led UX strategy and design

Led UX strategy and design direction for McQueens Flowers — a globally recognized premium floral brand — developing a luxury mobile eCommerce app that matched the brand's elevated physical-world presence.

Research approach: deliberately avoided floral app benchmarks (all mass-market) and studied luxury fashion and beauty apps instead (Net-a-Porter, SSENSE, Aesop). Built a component system with generous whitespace, constrained typography, and near-zero chrome — letting the product be the visual hero.

Designed the customization flow as the primary path through the app, not a secondary option — progressive choice architecture guiding customers through style, color, size, and delivery without feeling like a form. Delivered full UX research report, user flows, component system, and interactive Figma prototypes.