FLOWERBX | An optimal website experience for UK based flower delivery disruptors
Customer Journey Analysis
Strategy
UX/UI Design
Launched in 2015 by Whitney Bromberg Hawkings former Senior Vice President of Communications at Tom Ford and before that the Director of Creative Services at Gucci Group, FLOWERBX was created to deliver “beautiful flowers and a beautiful experience”*.
Flowers from FLOWERBX are always of the highest quality, always sourced and sent sustainably, and always extraordinary. That is why FLOWERBX asked Black & Black to design an equally extraordinary website experience that ironed out points of friction in the user-experience and also provided moments of delight to the customer throughout their website journey.
*from an inteview with Whiney Bromberg Hawkings with Alaine Kanni (2022)
Elevated look & feel
From inception FLOWERBX has provided flowers to the most discerning of customers (Dior, Louis Vuitton, Jimmy Choo and Vogue corporate offices are all clients), who have the highest of expectations when it comes to brand experience. Hence the new site needed to be substantially elevated with regards to look & feel to meet the expectations of this important and influential group of core customers. Black & Black won the project over some of the most celebrated design focused agencies in the world.
Personalized Experience
FLOWERBX gives customers access to the freshest flowers fast! That means that fresh local flowers need to be sourced from vendors that are close to the customers location.
We created a frictionless new customer experience flow that curates the selection of flowers available to the customer based on their location.
Customer’s enter their address (or geolocated) when arriving on the site and get a curated, personalized selection of flowers that can be delivered to their address fast (same day in some cases).
This not only increased sales significantly, it also improved overall customer satisfaction. Before, customers would add flowers to their cart only to be disappointed in checkout by finding out that those were not available for delivery in their area.