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Floral
Mobile App · E-commerce
My Role
My Role
Lead Product Designer
Lead Product Designer
Client
Client
Floral
Floral
Type
Type
Product Design
Product Design
Timeline
Timeline
12 weeks
12 weeks
Framer
Slack
Figma
Github
Buying flowers online is either too generic (pre-made bundles) or too overwhelming (endless options with no guidance). Floral was built to sit in between — a mobile app that lets users build a personalised bouquet in under 3 minutes, with just enough guidance to make the result feel intentional.
The Situation
The online flower market was split between boring and overwhelming. Neither felt like gifting.
01
The Situation
The online flower market was split between boring and overwhelming. Neither felt like gifting.
01
The Problem
Buying flowers online felt like filling out a form. It should feel like being creative.
02
The Problem
Buying flowers online felt like filling out a form. It should feel like being creative.
02
Define
The florist's instinct, translated into a mobile experience.
03
Define
The florist's instinct, translated into a mobile experience.
03
Ideation
Three customisation models tested. One felt like a florist. The others felt like a form.
04
Ideation
Three customisation models tested. One felt like a florist. The others felt like a form.
04
The Results
Numbers measured at 30 days post-launch. Benchmarks referenced against UK online flower delivery industry averages where available.
App Store rating · iOS
4.7★
4.7★
Average order value
2.1x industry avg
2.1x industry avg
Repeat order rate
23% industry avg
23% industry avg
NPS · 30-day users
64
64
What I Learned
The occasion-first flow was the most important structural decision in the product — shifting from catalogue to conversation changed the entire emotional register of the experience. The live preview resolved the single biggest trust barrier in the category before it could become a post-purchase complaint.
Available for new projects
Menu
Floral
Mobile App · E-commerce
My Role
My Role
Lead Product Designer
Lead Product Designer
Client
Client
Floral
Floral
Type
Type
Product Design
Product Design
Timeline
Timeline
12 weeks
12 weeks
Framer
Slack
Figma
Github
Buying flowers online is either too generic (pre-made bundles) or too overwhelming (endless options with no guidance). Floral was built to sit in between — a mobile app that lets users build a personalised bouquet in under 3 minutes, with just enough guidance to make the result feel intentional.
The Situation
The online flower market was split between boring and overwhelming. Neither felt like gifting.
01
The Situation
The online flower market was split between boring and overwhelming. Neither felt like gifting.
01
The Problem
Buying flowers online felt like filling out a form. It should feel like being creative.
02
The Problem
Buying flowers online felt like filling out a form. It should feel like being creative.
02
Define
The florist's instinct, translated into a mobile experience.
03
Define
The florist's instinct, translated into a mobile experience.
03
Ideation
Three customisation models tested. One felt like a florist. The others felt like a form.
04
Ideation
Three customisation models tested. One felt like a florist. The others felt like a form.
04
The Results
Numbers measured at 30 days post-launch. Benchmarks referenced against UK online flower delivery industry averages where available.
App Store rating · iOS
4.7★
4.7★
Average order value
2.1x industry avg
2.1x industry avg
Repeat order rate
23% industry avg
23% industry avg
NPS · 30-day users
64
64
What I Learned
The occasion-first flow was the most important structural decision in the product — shifting from catalogue to conversation changed the entire emotional register of the experience. The live preview resolved the single biggest trust barrier in the category before it could become a post-purchase complaint.
Available now
Menu
Floral
Mobile App · E-commerce
My Role
My Role
Lead Product Designer
Lead Product Designer
Client
Client
Floral
Floral
Type
Type
Product Design
Product Design
Timeline
Timeline
12 weeks
12 weeks
Framer
Slack
Figma
Github
Buying flowers online is either too generic (pre-made bundles) or too overwhelming (endless options with no guidance). Floral was built to sit in between — a mobile app that lets users build a personalised bouquet in under 3 minutes, with just enough guidance to make the result feel intentional.
The Situation
The online flower market was split between boring and overwhelming. Neither felt like gifting.
01
The Situation
The online flower market was split between boring and overwhelming. Neither felt like gifting.
01
The Problem
Buying flowers online felt like filling out a form. It should feel like being creative.
02
The Problem
Buying flowers online felt like filling out a form. It should feel like being creative.
02
Define
The florist's instinct, translated into a mobile experience.
03
Define
The florist's instinct, translated into a mobile experience.
03
Ideation
Three customisation models tested. One felt like a florist. The others felt like a form.
04
Ideation
Three customisation models tested. One felt like a florist. The others felt like a form.
04
The Results
Numbers measured at 30 days post-launch. Benchmarks referenced against UK online flower delivery industry averages where available.
App Store rating · iOS
4.7★
4.7★
Average order value
2.1x industry avg
2.1x industry avg
Repeat order rate
23% industry avg
23% industry avg
NPS · 30-day users
64
64
What I Learned
The occasion-first flow was the most important structural decision in the product — shifting from catalogue to conversation changed the entire emotional register of the experience. The live preview resolved the single biggest trust barrier in the category before it could become a post-purchase complaint.