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The challenge
This project aimed to tackle 1-800-Flowers' goal of diminishing cart abandonment rates. The company sought to broaden its audience by attracting younger users while retaining its loyal older clientele. Additionally, securing features in the App Store and Google Play Store was a significant objective.
Goals
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Give the app a contemporary overhaul to resonate with younger demographics and enhance the likelihood of being featured in both app stores.
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Address user flow and hierarchy issues contributing to cart abandonment.
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Integrate Apple and Google Pay functionalities into the checkout process.
Role & collaboration
As the Agency Lead UX/UI Designer, I led a team of three UX/UI designers. Partnering with the Project Manager, we developed a detailed project brief that helped secure the client. I maintained ongoing collaboration with product stakeholders at 1-800-Flowers to ensure our designs aligned with their business goals.
The backstory
Once known for a straightforward desktop-first ordering experience, 1-800-Flowers recognized the growing importance of mobile commerce. As younger users became a larger part of their target audience, the company began shifting its focus toward a faster, more intuitive mobile experience. Our redesign effort aligned with this evolution, modernizing the app to meet new user expectations while preserving the reliability valued by their long-standing customer base.
How might we
reduce friction in the checkout process to minimize cart abandonment?
How might we
modernize the app’s interface to appeal to a younger demographic without alienating long-time users?
How might we
make it easier for users to quickly find and send gifts for specific dates and locations?
How might we
streamline the add-on selection process to improve conversion without overwhelming the user?
How might we
use native mobile features to build trust and speed up purchase decisions?
How might we
integrate customer feedback into an iterative design process that supports ongoing optimization?
The pitch meeting
We began with a detailed pitch presentation outlining the redesign scope, informed by a heuristic evaluation conducted in advance. This helped build early stakeholder alignment and set expectations for impact.
How might we
reduce friction in the checkout process to minimize cart abandonment?
How might we
modernize the app’s interface to appeal to a younger demographic without alienating long-time users?
How might we
make it easier for users to quickly find and send gifts for specific dates and locations?
How might we
streamline the add-on selection process to improve conversion without overwhelming the user?
How might we
use native mobile features to build trust and speed up purchase decisions?
How might we
integrate customer feedback into an iterative design process that supports ongoing optimization?
Persona-based optimization
Using in-house research from 1-800-Flowers, we focused on three key user types: early planners, bargain hunters, and last-minute shoppers. We identified pain points—like a bloated add-on process—and used them to streamline the user journey and increase purchase completion rates.
Cross-platform consistency
We designed in parallel for iOS and Android, ensuring alignment in flow and experience while honoring native conventions. Each design milestone involved internal review and stakeholder presentations at 1-800-Flowers' headquarters.
Prototyping & iterative testing
Once user flows and wireframes were approved, we moved into prototyping. Through A/B testing and user feedback, we refined the experience across multiple iterations. This allowed us to ensure we met usability needs while supporting the business objective of lowering abandonment rates.
Results & outcomes
The redesigned 1-800-Flowers app achieved a more intuitive shopping experience, supporting the brand’s long-term goal of broadening its customer base and reducing friction during checkout. The modernized UI contributed to app visibility and positioned the brand for better placement in app stores.
Design highlights
Optimizing cart adoption
We reduced the prominence of the hero card on the home screen to ensure that product cards remained visible above the fold, encouraging product exploration.
Introducing quick gift finder
We added a feature to help users quickly find gifts by delivery area and date—directly addressing customer feedback.
User-driven UI enhancements
We enlarged product photos and made pricing more prominent within collections, improving decision-making and shopping speed.
Enhancing filter functionality
We restructured filters to match customer behavior—most users ordered flowers within three days—making high-demand options easier to find.
Streamlined add-on integration
By collapsing four screens of add-ons into a single accordion component, we significantly reduced abandonment at this key step.
Express checkout integration
We introduced express checkout options like Apple Pay and Google Pay, speeding up the final purchase flow and reducing friction.
Final impact
By addressing cart abandonment, modernizing UI, and tailoring the experience to user behavior, we successfully aligned 1-800-Flowers’ mobile presence with its evolving brand and customer base—while increasing the potential for App Store recognition.
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