Online flower shop — sales in full bloom
A concept 24/7 online store, designed mobile-first around a warm visual direction
- Audience
- Local customers ordering bouquets online, mostly on mobile
- Goal
- Sell around the clock and stand apart from chain florists
- My role
- UX/UI design, visual direction
- Platform
- Figma · Photoshop
Overview
A self-initiated concept project for a local florist's online store — designed to explore how a small shop could sell even late in the evening, when no one is answering the phone, and how a distinctive visual direction could set it apart from the repeating old templates most chain florists run.
Challenge
Small florists compete against chains whose sites all look and feel old. The concept had to solve two problems at once: make ordering a bouquet from a phone fast and intuitive, and give the brand a warm, memorable visual identity that a generic chain template can't match — so the shop feels like a local florist, not a newspaper.
Process
Mobile-first purchase flow
I designed the buying journey mobile-first, since most customers would be ordering from a phone — keeping the path from browsing bouquets to checkout short and intuitive on a small screen.
Visual direction
I built a warm, editorial visual direction in Figma and Photoshop — photography style, colour, and type chosen to feel like a real local florist with a point of view and its own tone of voice, rather than the flat, interchangeable look of chain-store templates.
High-fidelity design
I brought it together into high-fidelity desktop and mobile screens — a 24/7 store concept where placing an order needs no phone call, presented through finished mockups of the home page and a contact form for placing an order.
Results
The concept delivers a complete, on-brand store designed to sell flowers and emotions to those who need them — simple and fast on mobile, where the buying flow is shortest, and visually distinctive on desktop. The visual direction gives the shop a warm, memorable identity that sets it apart from the look of chain-store sites.
- Mobile-first
- order a bouquet “from the couch”
- 24/7 concept
- a store designed to sell with no phone calls
- Visual direction
- a warm identity set apart from chain templates
What I learned & next steps
What I learned
Designing this concept really expanded my design skills. Designing mobile-first meant thinking about the user's flow visually — on a small screen, visual hierarchy is the hierarchy of the flow. I learned to lead with one clear action per screen, while shaping a warm visual direction that does as much competitive work as the flow itself.
Next steps
As a next step I'd prototype the checkout for usability testing, expand the visual direction into a small design system, and explore ideas like subscription bouquets and a loyalty programme to encourage repeat orders.
