Flower Subscription: A Seamless Flower Delivery Experience

I led the design and management of a 7-month project to create a flower subscription service, transforming a basic idea into a fully automated system. We developed a user-friendly experience for individual customers and corporate clients alike, from subscription to checkout and beyond.

Project Overview

7 to 8 months

Duration

The Flower Subscription project was a multi-phase initiative where I was responsible for both the design and management of a subscription service for flower delivery. This spanned from initial ideation to final launch, including multiple rounds of iteration and team collaboration.

My goal was to create a seamless user experience that allowed customers to easily subscribe, manage, and customize their flower deliveries while streamlining internal operations to support the new service.

Role

UX/UI Designer and Project Manager

The Challenge

Our company had an existing flower subscription concept, but it never moved to completion. The challenge was to take this idea and transform it into a fully operational, automated system. Initially, customers could only subscribe via a form, which lacked automation.

I needed to design a user-friendly solution while coordinating with various departments to ensure the entire subscription process—from order placement to delivery—was efficient.

The Process

Ideation & Planning Phase: From Concept to First Design
Internal Meetings: Collaboration Across Teams
Iteration & Redesign: Refining the Experience

Ideation & Planning Phase

I was assigned to both design and manage the project from its ideation phase. To begin, I created a general layout showcasing three floral styles, where customers would fill out a form to subscribe.

Given the technical limitations of our website on WordPress and challenges with our initial website partner, the form served as a temporary solution while we worked on automating the system.

Initial Design

Darcey Flowers' Previous Flower Subscription Website Design

Final Design V1

Meetings

I organized multiple meetings with our team leaders and internal departments (Customer Service, Florists, Inventory, Marketing) to gather input, provide updates, and refine the design. Using the Eisenhower Matrix, I prioritized feedback and suggestions.

I also facilitated one-on-one meetings with teams to understand their processes and develop an internal system for handling subscriptions.

Iteration & Redesign

As we partnered with a new website provider and with finalized five floral styles, I began working on the second version of the design.

This version included key improvements: a click-based subscription form, an enhanced checkout page, individual style pages for each floral option, and a user-friendly dashboard for managing subscriptions.

I kept the overall design theme consistent but made necessary tweaks to improve functionality and visual flow.

Redesign V2

FigJam file

Design Breakdown

In the final design, the customer journey starts with browsing the floral styles, subscribing via the new automated form, completing the checkout, and managing their subscription from a personalized dashboard.

I focused on creating an easy and visually engaging user experience while maintaining consistency in the design across all pages.

Operational Integration

During the design process, I also worked closely with various teams to ensure smooth internal operations.

I collaborated with our B2B Corporate Lead to design a corporate section for businesses and events, trained Customer Service Representatives (CSRs) on managing and upgrading subscriptions, and implemented solutions to address concerns.

Launch and Implementation

After 7 to 8 months of planning, design, and collaboration, the Flower Subscription service was successfully launched.

With the new automated system in place, customers could now seamlessly subscribe, customize their preferences, and manage their subscriptions without manual intervention from the team.

Visit the Website

Reflection

This project taught me the importance of cross-departmental collaboration and balancing user experience with internal business operations.

Managing both the design and project allowed me to hone my leadership skills while refining my UX/UI capabilities. The final outcome was a product that not only delighted customers but also improved the efficiency of our internal processes.