With refreshed and elevated visuals, the site structure and user experience has been strengthened to foster the devotion and competitive spirit that is associated with the sport and this tournament in particular.
The website doesn’t match up to the brand's growing global presence as the leading flower and gift company in India.
Currently, the website is visually inconsistent and leads to an overwhelming and stressful experience of choosing and purchasing the perfect gift.
Create a visually engaging and immersive digital gift selecting experience for new and returning users alike.
Strengthen the brand experience to retain the sentimental connection and organic quality that the brand has been known for.
There are four stages of a user's journey as they interact with the site right from landing on till they complete their transaction.
Novice
Mostly passive users with low awareness about Ferns N Petals who land on the website looking for unspecific gifts for an occasion
Expert
Invested users who know about the brand, looking for options for a particular gift in mind
The landscape analysis involved auditing the best in class experiences of both direct and indirect competitors.
This analysis involved making note of not only what was successful for these competitors, but also practices to avoid and find a white space for Ferns N Petals as the leading florist in India
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The new experience will only be as successful as the content, product system, and technology that powers it.
Overwhelming, complicated and unclear taxonomy
Simplified, comprehensive and clear taxonomy
Inconsistent and uninteresting visuals
Overwhelming selection process given the wide variety of options and products
A gap between the products and their connection to sentiments associated with occasions and loved ones
Unclear display of product information needed to make a choice and consider the price
Refreshed visuals that reflect the brands supremacy
Strong pathing and product display that supports discovery and exploration
Highlighting the emotional connection of the experience of sending and receiving flowers and gifts
Clear display of the necessary product details to help users make an informed purchase
Making it exciting and easy to select and purchase flowers and gifts for loved ones.
Developing a visually strong and consistent experience for the product details and gift options for each occasion and celebration in a way that isn't overwhelming.
Designed by integrating the User Experience Strategy and new UI Creative Direction to create a flexible and dynamic modular system.
