About
The issue at hand
Trophy Blooms is a boutique florist in Southlake, Texas. During my time there, I noticed a recurring problem: customers frequently called because they couldn’t find products, understand the ordering process, or navigate the website easily.
The site relied heavily on long paragraphs and excessive scrolling, making products like balloons, chocolates, and gifts difficult to discover. Customers often chose to call the shop instead of ordering online, creating unnecessary friction for both them and the staff.
This passion project explores how a more intuitive, visually organized experience could make ordering simpler and more enjoyable.
TROPHY BLOOMS
The current
website
Custom Arrangement Style & Shape Selector
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Change: Add a clear dropdown menu during the order flow allowing customers to choose their preferred arrangement style (e.g., Short & Stout, Centerpiece Style, Front-Facing, Tall, or Modern/Asymmetric).
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How it helps: Gives customers precise control over how their arrangement will look in their space, reducing special request notes and ensuring expectations match what the florist builds.
Adding an Add-On Carousel
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Change: Implement a horizontal scrollable product carousel featuring add-on items like chocolates, balloons, stuffed animals, and candles right after a flower arrangement is selected.
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How it helps: Gives full visibility to gift inventory while seamlessly driving upselling and average order value right before checkout.
Unifying Color Schemes with Sizing Options
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Change: Combine color palette selections with clear visual size indicators directly on product pages.
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How it helps: Solves customer confusion about arrangement scale by connecting pricing directly to explicit visual sizes, ensuring customers don't have to scroll all the way down to find size references.
Streamlining the "Order Now" Page Entry
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Change: Replace the large, text-heavy instructions block with a clean, intuitive layout and standard ecommerce navigation.
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How it helps: Eliminates visual clutter right when users land on the page, letting customers jump straight into browsing flowers without getting bogged down by reading instructions.
Key Changes
Direct product choices paired with visual previews.
Color scheme and size combined in one section.
Emphasized 'Contact us' section.
Both gifts and balloons listed.
Emphasized phone number.
Back to top button added.
Wireframes
Structural improvements to the user flow.
Arrangement style dropdown added.
Reduced unnecessary white space for a sleeker layout.
Separated add-on carousels on product select page.
Key UX & Visual Hierarchy Improvements
Designed and prototyped in Figma
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Prioritizing Product-First Discovery: Reorganized the layout to place high-fidelity product imagery and key selection options above the fold, ensuring flowers and visual choices are the primary first impression instead of dense text blocks.
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Eliminating Friction & Text Bloat: Streamlined the user journey by replacing a repetitive 9-step "How to Order" text paragraph with intuitive, interactive UI controls that guide users naturally without requiring tedious reading.
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Improving Size & Product Visibility: Repositioned size-based and designer's choice arrangements alongside add-on gifts to prevent users from missing core product categories. Previously, users only saw color schemes and rarely scrolled past the wall of text to explore sizing options or add-ons.
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Rescuing Buried Contact Information: Uncovered vital phone numbers and email channels that were previously hidden at the bottom of long instruction paragraphs, elevating them to high-visibility touchpoints. Essential for a small business driving wedding bookings, bulk orders, corporate accounts, and custom event consultations.
Hi-Fi Prototype
Experience the final interaction design.
