The Bouqs Company

The summary

Implementing a strategic redesign of the The Bouqs Company’s product pages to enhance user experience and increase conversion rates.

About The Bouqs Company

The Bouqs Company is a modern florist brand that is revolutionizing the floral industry by sourcing farm-fresh, longer-lasting flowers directly from growers and delivering them to customers.

The outcome

The redesigned product pages feature a simplified layout, clear hierarchy, and improved mobile responsiveness — creating a visually appealing, user-friendly experience that makes purchasing flowers easier for all our customers.

Our challenge

User feedback, analysis of the purchase process, and analytics data highlighted several areas for improvement in the existing product pages. Our research revealed that the pages lacked clear organization and intuitive navigation, hindering user engagement and decreasing conversion rates.

Our solution

Increasing conversion rates by improving the user experience through:

• Updating the product imagery

• Create consistency across the visual designs

• Improve the mobile responsiveness

• Reorganizing the information architecture

Our process

With our challenge defined, we were able to explore all possible opportunities for improvement.

What we wanted to achieve

• Improve the “Add To Cart” conversion rate

• Improve customer satisfaction score and lifetime value

How we planned on doing it

• Design solutions based on customer-focused discovery

Our research

• Analytics data, user session recordings, and heat maps to identify friction, drop-off points, and usage patterns

• Cross-functional workshop to elicit friction points from customer experience and marketing, and to gain stakeholder buy in for the project itself

• On-site surveys to get real customer feedback and determine why customers may be leaving the product pages

Analytics data

Opportunities we found from that data

On-site surveys

Learnings from our on-site surveys

This is what we found from our research

• Mobile Responsiveness: Our existing product pages are not optimized for mobile devices

• Visual Consistency: Our user interface (visual) designs lack a coherent visual hierarchy, and consistent design elements

• Complex Information Architecture: Users struggle to navigate the product page layout, affecting the ability to find relevant product information

• Customization Friction: The customization process is unintuitive, leading to missed upsell opportunities and post-purchase friction

• Limited Product Context: Users find it challenging to imagine how the flowers will look in real life due to inadequate product imagery

This is how we organized our opportunities

• Opportunity Map to organize pain points into areas of opportunity and their corresponding solutions

• Effort/Impact Matrix to understand level of effort in order to apply resources to solutions

• Phased Solution Approach to development that meets constraints of a lean team and other big swing priorities

Our solution

Once we gathered all the data and organized how we wanted to prioritize our opportunities, we started designing the best solution possible.

The areas we focused on

• Optimize for Mobile: Optimize mobile usability/accessibility to reduce rage/dead clicks & overall user friction

• Enhance Visual Consistency: Develop a cohesive design system to create a clear visual hierarchy, in order to make thee page more scannable; emphasize key elements, like product details and call-to-action buttons

• Reorganize Information Architecture: Redesign the layout to present product options and customization in a step-by-step format, while implementing a guided flow for users to select flowers, vase, and add-ons seamlessly

• Simplify Navigation and Customization: Make customization/add-on options more visible and understandable, by redesigning the components themselves for ease of use

• Improve Product Imagery: Include high-quality images that showcase what the flowers will look like upon delivery and in people's homes

Phase 1

Next steps

After a successful launch, we continue to A/B test and optimize our launches:

• A/B test the changes, while watching session recordings closely for any and all real-time insights

• Build out Phase 2 value-adds and Phase 3 business opportunities, while applying phase one learnings, on-going