Freddie's Flowers Website
Intro
I was the sole creative working on the website during my first few years at Freddie's, and I took on the challenge of communicating the offering of a subscription product clearly, using data to test and iterate new designs to reach the optimum conversion rates.
Deliverables:
Website Design
UX/UI Design
Art Direction
Retouching
My first task at Freddie's was to design a new part of the website: the online shop. As it was a subscription business this involved designing the smoothest possible user journey for a complicated process – any products ordered had to come with a flower delivery, which could only arrive on certain days depending on location, and was managed on a different part of the website. The new products also needed new photography shot, packaging made, and a brochure to launch the shop.
Subscription businesses often suffer with the problem of clarity, and so using data provided by an external agency I redesigned the homepage to better explain the product offering and the user journey, using copy and illustration to cover common questions and showing the product range through a carousel of photos. There were also sections to introduce Freddie himself, who is a big part of the brand, and trust building sections like Trustpilot and customer numbers. There were also various iterations designed influenced by A/B testing, to increase the conversion rate and ensure clarity.
The previous checkout flow wasn't optimised for data capture, and we wanted to improve on the abandoned basket numbers. Some customers would be put off by entering an email too early, and a lengthy and unclear process meant we were missing out on orders. I designed a new checkout flow to prioritise email sign ups without scaring off the customer, and make the whole user journey simpler and clearer, resulting in fewer abandoned baskets and increasing our email database.
