Project Overview

All in Bloom is an online flower-ordering service that allows customers to personalize bouquets, schedule deliveries, and rely on expert florists to craft arrangements for any occasion.
While the service offers flexibility and quality, the digital experience revealed friction points—especially in customization clarity, scheduling flow, and cart-to-checkout alignment.

My role was to analyze the end-to-end experience, identify usability gaps, and redesign the flow to better support decision-making, personalization confidence, and overall conversion.

Understanding the Challenge

Through walkthroughs, competitive scans, and user insight synthesis, several patterns emerged:

Key Problems Identified

Customization felt ambiguous
Users weren’t sure what level of personalization they could request or how much control they had over the final bouquet.
Delivery scheduling required too much effort
The calendar selection lacked guidance around availability, constraints, and florist preparation needs.
The cart lacked transparency
Users frequently questioned what exactly they were paying for—ingredients, florist labor, delivery fee, or bouquet size.
Mobile ergonomics were inconsistent
Important actions (editing preferences, switching bouquet sizes) required unnecessary taps or backtracking.

Why this mattered

Flowers are an emotional, time-sensitive purchase.
Uncertainty—even small—directly reduces willingness to order, especially for events or urgent occasions.

UX Opportunity Areas

A. Personalization as a guided experience

Instead of long free-text notes or overwhelming option lists, the redesign introduces:

Preference presets (e.g., “Romantic”, “Bright & Cheerful”, “Minimalist”)
Adjustable sliders for color range, bouquet fullness, or flower types
Clear examples showing how florists interpret preferences

This creates a balance between creative freedom and structured clarity, reducing user hesitation.

B. A more intuitive delivery scheduling flow

The redesigned flow:

Surfaces same-day / next-day options immediately
Shows florist preparation times as micro-copy (“Order by 2 PM for next-day delivery”)
Pre-emptively blocks unavailable dates to prevent user frustration

Scheduling becomes predictable instead of trial-and-error.

C. Cart Clarity: communicating value without clutter

Bouquet pricing is simplified into three components:

Bouquet size
Florist craftsmanship
Delivery timeframe

Each expands with a single tap if the user wants more detail.
This removes ambiguity while reinforcing the brand’s value proposition.

UI Enhancements

The final UI focuses on warmth, clarity, and emotional resonance:

Soft-toned visuals inspired by florist palettes
Clear visual hierarchy for actions and modifiers
Inline previews of bouquet concepts during personalization
Progress indicators to show users how close they are to checkout

Rather than adding “design for design’s sake,” the UI supports:

faster scanning
reduced cognitive load
confidence at key decision points

Product Thinking & Reflection

Although this project started as a UX/UI improvement, the deeper insight was product-driven: The core problem wasn’t beauty — it was uncertainty.

My redesign prioritizes:

Reducing ambiguity in personalization and pricing
Structuring decisions so users feel supported
Aligning the service model (real florist work) with digital expectations
Minimizing drop-off at customization and scheduling steps

This transformed the project from “making a prettier interface” into:

A clearer, more trustworthy ordering experience rooted in real customer behavior and florist operations.

Outcome

While not launched in market, evaluators and peers noted improvements in:

Decision clarity
Confidence in personalization
Understanding of value
Smoother mobile flow

The redesign illustrates how UX and product strategy connect—
how understanding constraints, user needs, and emotional context leads to a more intuitive, conversion-friendly experience.