five pain points.
zero ways to buy.
one complete redesign.
Bellenden Florist is a well-loved independent shop in Peckham, SE London. Great flowers, but with a website that made it impossible to buy any.
This project rebuilt the purchase experience from scratch.
A great florist, let down by its website
Bellenden Florist has a strong local reputation. But their website was built for a different era, no prices, no product pages, no cart, and the only path to ordering was a phone call. For a digitally buyer in 2025, that's enough to send them straight to Bloom & Wild.
The brief: redesign the end-to-end experience so Sarah, our primary persona, can find, choose, and buy flowers entirely online, without friction.
‘There is litereally no way to buy anything on this website.’
01
Outdated contentHero section leads with a phone number, eroding trust before anything else.02
No pricing
Zero prices shown on any product — triggering cost anxiety and immediate drop-off.
03
Broken cards
Clicking a product just enlarged the image. No page, no description, no path forward.
ORIGINAL FLOW
04
No online ordering
The only purchase path was a phone call. For Sarah's demographic: instant exit.
05
Vague delivery
'Free local delivery' with no defined area. Eligibility required phoning the shop.
02 -RESEARCH & PERSONA
Meeting Sarah. Research surfaced one dominant profile:03 -JOURNEY MAP
Where it fell apart. Mapping Sarah's journey through the original site revealed a consistent pattern. Optimism on arrival, eroding confidence at every step, and exit before purchase.04 — USER FLOWS
Two flows sit side by side. The original ends in exit or a phone call at every branch. The redesigned flow gives Sarah a clean self-service path from landing page to order confirmation — postcode check first, so she knows she can order before she invests time browsing.
REDSIGNED FLOW
Project Type
UX Research | Interaction Design | Visual Design Timeline
2 weeks, July 2026Tools
Figma | Illustrator