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FTD & ProFlowers

FTD has been selling flowers for over 100 years. But their digital experience had fallen behind. We created one design system for two brands, FTD and ProFlowers, while re-platforming their online shopping experiences. The results are a modern, high-powered, responsive, ecommerce site designed with customers to showcase their brands and products.

My Role: Creative Direction
Team: Vincent Shine, Jason LewandowskiMatt Grunstad, Kyle Eby, Colleen Miller, Jesi Lazar, Peter Corey, Patrick Lange, Sarah Campbell, Kirk Vaclavik

 
 

 
 

STARTING WITH THE CUSTOMER

Using functional prototypes, we started talking to customers about how they shop for flowers online. This enabled us to test hypothesis, discover additional opportunity areas for enhancing the digital experience, and help our clients understand their customers needs and emotional drivers.
 

 
 

THREE THINGS

Show First, Then Tell
Flower shopping is visual. The digital experience needs to look and feel as vibrant as the flowers themselves.

Make Buying Simple & Fast
Reduce the number of steps and complexity of the shopping process. Most shoppers are in a hurry.

Accommodate Shopper Modes
Provide multiple ways to explore, as a shopper’s need for guidance and inspiration may change as they shop.

 
 

 
 

CLIENT CREATIVE WORKSHOP

I designed and facilitated a full-day collaborative workshop that brought 20 clients in to sketch and create together. Planned as an effort to bring teams together and generate alignment, the visioning work helped create an inclusive and open partnership.

 
 
 
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FTD Home Page

The new site design and home page template seeks to bring the brand stories and products to life with the emotionally resonant, inspiring, and colorful imagery of the flower shop.

 
 
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FLORAL EXPERTS

We helped FTD tell their story about the local florists they partner with to handcraft the perfect bouquet.

 
 

 
 

ProFlowers Home Page

Utilizing the template and components, the ProFlowers brand and products came to life with the same visual drama as FTD.

 
 
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FROM DIRT TO DOORSTEP

Shoppers didn't understand that ProFlowers delivers fresh cut stems in an eco-friendly gift box. We helped them tell their fresh from the farm story in a way that positions this as an added value.

 
 

 
 

Category Landing Page

 
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Product Detail Page

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Product Photography

When it comes to shopper confidence, brand expression, and conversion, product photography plays a critical role. For the FTD and ProFlowers online shopping experiences, I set the tone, angles, styles, and new photo types needed to create a best-in-class product display experience across the brands. Additionally, I defined the technical and stylistic approach for generating photography that works within the new user experiences.

 
 
 
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STRIPPING AWAY THE NOISE & SHOWCASING THE PRODUCT

Using customer-centric insights, we created a product image set that enables shoppers to experience the product closer to the actual flower shop experience, while supporting the customer's desire to feel immersed in the beauty of flowers and imagine them in the context of an actual room.

 
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My direction and guidance changed the face of each brand while reigniting excitement amongst leadership in their product offering and generated an additional significant source of revenue for SapientRazorfish.