LB
Last-minute buyers
“Can it arrive today?”
NEEDS
Speed and a clear delivery time.
→ Online showcase
CASE 05 · E‑COMMERCE · UI/UX DESIGN
Pcela Flower
A flower shop where a gift for someone else is ordered on a phone in a few minutes.
01 — PROBLEM
Most people buy flowers in a hurry: a birthday, a date, an apology. They open the site on a phone and want to choose a bouquet, a time and an address in minutes. Many orders go to another person, sometimes anonymously — and the range is wide.
How might we help someone find the right bouquet and send it to another person quickly, on a phone, without calling the shop?
02 — RESEARCH
05Delivery shops reviewed
04Audience groups defined
05Journey stages mapped
10Bouquet categories mapped
Main finding: customers decide by photo and delivery time, not by descriptions. Most order for someone else and worry about timing and the recipient’s details.
03 — AUDIENCE
Who the site is for, what each group needs, and the page that answers it.
P
Planners
“Something special for Saturday.”
NEEDS
Premium and seasonal bouquets.
→ Collections
C
Couples
“Who can do our wedding?”
NEEDS
Wedding flowers in one place.
→ Weddings
C
Companies
“Can we set this up monthly?”
NEEDS
Regular orders for clients and staff.
→ For business
04 — JOURNEY MAP
What a visitor does, thinks and struggles with at each step, and the design decision that answers it.
NeedBrowseChooseAddOrder
EMOTION
STAGENeedBrowseChooseAddOrder
DOINGRemembers an occasionOpens a collectionOpens a bouquetSees gift add-onsFills the order form
THINKING“I need flowers, fast.”“Which one looks right?”“Is it worth the price?”“A card would be nice.”“Will it reach the right person?”
PAIN POINTUnsure what is possible todayOne long list of productsSmall photos, unclear contentsAdd-ons hidden elsewhereRecipient details often wrong
DESIGN RESPONSE90-minute promise in the heroOnline showcase and collectionsLarge photos, flowers listedAdd-ons in the cartForm built around “who is it for”
01 Need
DOING
Remembers an occasion
THINKING
“I need flowers, fast.”
PAIN POINT
Unsure what is possible today
DESIGN RESPONSE
90-minute promise in the hero
02 Browse
DOING
Opens a collection
THINKING
“Which one looks right?”
PAIN POINT
One long list of products
DESIGN RESPONSE
Online showcase and collections
03 Choose
DOING
Opens a bouquet
THINKING
“Is it worth the price?”
PAIN POINT
Small photos, unclear contents
DESIGN RESPONSE
Large photos, flowers listed
04 Add
DOING
Sees gift add-ons
THINKING
“A card would be nice.”
PAIN POINT
Add-ons hidden elsewhere
DESIGN RESPONSE
Add-ons in the cart
05 Order
DOING
Fills the order form
THINKING
“Will it reach the right person?”
PAIN POINT
Recipient details often wrong
DESIGN RESPONSE
Form built around “who is it for”
05 — HYPOTHESES
Five hypotheses, each with its own metric. Drawn as variants of one component: same structure, different bet.
❖ Hypothesis
- H1
Three promises in the hero — 90-minute delivery, freshness, a gift — build trust faster than long text.
METRICCatalogue clicks from the first screenHigh impact - H2
An online showcase and collections by bouquet type help visitors find a bouquet faster.
METRICShowcase and collection clicks, time to first productHigh impact - H3
An order form built around “who is it for” reduces mistakes in recipient details.
METRICOrders needing a follow-up callHigh impact - H4
Gift add-ons offered in the cart raise the average order value.
METRICShare of orders with an add-onMedium impact - H5
Messengers, quick order and a callback catch people who prefer to talk.
METRICMessenger clicks, quick orders, callbacksMedium impact
06 — PRIORITISATION
Each hypothesis placed by expected impact and the effort to build it. The hero promises went first; the showcase and the order form were the big bets.
QUICK WINS
BIG BETS
NICE TO HAVE
LATER
IMPACT ↑EFFORT →H1H2H3H4H5- H1Three promises in the hero — 90-minute delivery, freshness, a gift — build trust faster than long text.
- H2An online showcase and collections by bouquet type help visitors find a bouquet faster.
- H3An order form built around “who is it for” reduces mistakes in recipient details.
- H4Gift add-ons offered in the cart raise the average order value.
- H5Messengers, quick order and a callback catch people who prefer to talk.
07 — VISITOR FLOW
The main paths through the site, including where visitors split.
08 — SITEMAP
Information architecture agreed with the client before wireframes.
Home
- All bouquets
- Bestsellers
- Premium
- Mono
- +7 more
- Gifts
- Cards
- Chocolate
- Balloons
- Fragrances
- Weddings
- For clients
- Delivery
- Loyalty
- Flower care
- Reviews
- For business
- Blog
- City
- St. Petersburg
- Novosibirsk
09 — WIREFRAMES TO UI
Low-fidelity layout first, agreed with the client, then the final interface.
10 — SOLUTION
12
34- 1
Three promises
Delivery in 90 minutes, a freshness guarantee, a gift box and bag from 10,000 ₽.
- 2
Online showcase
Ready bouquets delivered in 90 minutes, then bestsellers and categories: premium, mono, baskets, WOW sets.
- 3
Add-ons in the cart
Polaroid cards and CULTI / ’CAUSE fragrances offered right in the cart.
- 4
Order form
Contact, Telegram nickname, recipient, address, delivery date, anonymous delivery.
- 5
Quick contact
VK, WhatsApp, Telegram and Max, a call button, quick order and a callback.
- 6
Trade-off
A form and a manager instead of full checkout: flexible, but one manual step.
11 — SCREENS
Key screens on desktop and mobile.
12 — WHAT WE MEASURE
Each hypothesis is tied to one event on the live site. Targets are set once the first month of data gives a baseline.
STAGEHYP.METRICHOW IT’S TRACKEDTARGET
ArriveH1Catalogue clicks from the first screenClick events on the hero and the three promisesBaseline after launch
BrowseH2Showcase and collection clicks, time to first productClicks on showcase cards and category linksBaseline after launch
AddH4Share of orders with an add-onAdd-on items in Tilda order dataBaseline after launch
OrderH3Orders needing a follow-up callManager marks the order after the callBaseline after launch
Any stepH5Messenger clicks, quick orders, callbacksClick events on messengers and quick-order submitsBaseline after launch
13 — RESULTS
Validated before build
Reviewed with the client at wireframe and UI stages, then checked on desktop and mobile before launch. After launch, collection clicks, order submissions, add-on share and messenger clicks are tracked.
What I would do next
In flower e-commerce the photo sells and the form decides. Next: online payment in the cart and one delivery promise across the site.