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.

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.

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.

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.

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.