Pearsons Florist

Ecommerce • 2019-2024

Completed just before pandamic hit, the website and backend redesign transformed their business from mainly in-store service to a thriving online operation. My comprehensive design of both frontend and backend systems helped the business not just survive but grow dramatically during pandemic, even as some of physical stores closed down. The clean interface and custom workflow system supported their expansion to Melbourne while maintaining their family-owned brand identity.

• UX
• Design Thinking
• Wireframe
• User Journey
• Conversion Optimisation
• User Research
• UI
• Interaction Design
• Visual Design
• Responsive Design
• Prototyping
• Branding & Identity
• Stakeholder Collaboration
• Figma
• Sketch

Design Process

I started with store and warehouse visits to deeply understand how Pearsons operates day-to-day. Through competitor research, I gained clear understanding of their market position as Sydney's flower experts. I created detailed wireframes and worked directly with business owner to explore ideas and explain my approach. The wireframes show how I organised content for both user experience and SEO benefit. Throughout process, I collected brand assets to create design that balances their established identity with modern ecommerce needs.

Bespoke Design for Florist Website

I designed the website as go-to place for flower delivery in Sydney. The homepage features a clean layout with prominent product categories, seasonal promotions, and clear value proposition. I maintained family business feel through consistent colour scheme, typography, and icons. The checkout process was built specifically for florist's needs with gift card messaging and delivery scheduling options. The design allows for quick seasonal theming for special occasions like Valentine's Day and Mother's Day.

Optimised Checkout for Florist

I optimised the checkout process based on client data showing 80% of customers buy flowers only once or twice yearly. I skipped user signup requirements to enable quick purchasing and prioritised emotional connection by letting users customise message cards early in the process. For customers struggling with personal messages, I created occasion-based templates to simplify completion. This checkout flow focuses on order completion rather than data collection, resulting in improved conversion rates.

Backend Built from the Ground Up

After thorough discovery through warehouse visits, I created custom management system that replaced their outdated Windows 95-like interface. The new backend includes integrated dashboard for order tracking, fulfilment workflow, delivery scheduling with map integration, and detailed reporting. The system connects everyone in business - from phone operators taking orders to flower arrangers, warehouse managers, and delivery personnel. This streamlined system has helped business run much smoother with better communication between all departments.