Holy Blooms
Holy Blooms is a modern floral eCommerce experience designed to bring emotion, elegance, and ease to online flower gifting. The project focused on creating a mobile-first, visually rich interface that helps users find the perfect arrangement—whether they're planning ahead or sending something last-minute—with personalization, clarity, and grace at every step.
Project Duration
12 weeks
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*This is a fictional project.
Role
Independent Project: UX Research, UX Design, UI Design
The Challenge
Holy Blooms wanted to modernize their digital presence with a visually stunning, mobile-first website that made it easy for users to:
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Browse curated floral arrangements by occasion
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Customize bouquets
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Schedule deliveries quickly
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Their old site was cluttered, slow, and lacked emotional appeal—key for a business rooted in beauty and sentiment.
The Solution
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Create a clean and intuitive layout with strong visual hierarchy
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Prioritize mobile responsiveness
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Include filtering by occasion, flower type, and color palette
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Allow for customization and add-ons (e.g., vases, handwritten notes)
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Ensure frictionless checkout with delivery calendar integration
Process
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Research and Synthesis
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Ideation and Sketching
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UI Design and Prototyping
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Usability Test and Synthesis
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Redesign
Tools
Miro, Otter, Figma, Canva, Adobe Illustrator, Notion
Research
Ideate
Design
Reflect
Research
User Interviews
Target Audience: Ages 25–45, primarily gift-givers, event planners, and wedding clients
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Top Frustrations:
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Not knowing what size or arrangement to pick
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Limited filtering options
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Confusing checkout process
Competitive Analysis
Studied top floral websites (e.g., UrbanStems, Bouqs, Bloom & Wild). Key takeaways:
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Minimalist design with emotional imagery works best
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Customization tools and delivery options improve conversion
Personas
Based on the empathy maps I created 2 personas in order to ensure the decision making process will be user centered throughout the project. While creating solutions I would refer back to these personas for guidance.
How Might We Statements
Now that I have created personas and have identified who I’m designing for I used the “How Might We” method to maximize my opportunities for design.
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For Jacob - The Last-Minute Buyer:
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How might we simplify the purchase flow for users in a rush?
→ To help Daniel check out quickly without sacrificing quality. -
How might we highlight fast and same-day delivery options more clearly?
→ To match Daniel’s urgency and avoid cart abandonment. -
How might we offer high-quality, pre-selected options that still feel premium?
→ So Daniel can feel good about his choice without customization. -
How might we reassure last-minute buyers that their gift will make a great impression?
→ To help them feel confident and emotionally satisfied even with minimal effort.
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For Amina - The Sentimental:
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How might we help users visualize the size and style of floral arrangements more accurately?
→ To reduce uncertainty and build trust in what they’re buying. -
How might we make the gifting process feel more emotional and personalized?
→ So Emily feels like she’s sending something meaningful and unique. -
How might we guide users in choosing the right bouquet for different occasions?
→ To reduce overwhelm and help them feel confident in their selection. -
How might we make it easier to schedule deliveries in advance?
→ So users like Emily can plan ahead without stress.
Ideate
User Stories
In order to identify the functional needs of my product I created 16 user stories to set the requirements for my design. I then prioritized each task from high to low in order to create a well rounded product. My goal was to design a MVP (minimum viable product) by incorporating all high and medium priority user stories into my design. I was also able to incorporate most low priority stories into the application.
High
(Must Haves)
Medium
(Need to Have)
Low
(OK Not to Have)
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Register for the application.
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Log into my account.
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Invite/add friends to collaborate with.
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Options narrowed down so that choices can be more easily made.
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Make a reservation with others.
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Use a calendar to coordinate.
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Make a choice for me based on my preferences.
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Log into my account through touch and/or face ID.
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Receive points/rewards.
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Check places off a list.
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Save posts straight from social media.
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See my friends' shared interests.
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Compare choices.
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Receive suggestions based on my location so I don’t have to do the research while traveling.
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Chat with friends and reviewers.
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See wait times at restaurants/bars in my area.
Information Architecture
After Identifying the key features that will go into the design I created a site map to help structure the content and act as a foundation for the site. This would also help me understand the navigation of the pages that needed to be created and how they are all connected. The site map for Holy Blooms maps the core structure and navigational flow, from the homepage through key features like "Shop by Occasion," "Custom Bouquet," and the checkout process.
User Flows
Now that the overall navigation was structured I had to dig deeper into the user's journey throughout the app. I created 2 user flows of the essential tasks that needed to be completed. These user flows were critical to the main functions of the app and enabled me to identify the elements that will hold the most value to the users.
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Here are the user flows for two key personas:
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Emily – The Sentimental Gifter: Follows a more thoughtful and personalized journey, exploring options by occasion and customizing her bouquet before checking out.
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Daniel – The Last-Minute Buyer: Prioritizes speed and convenience, using features like “Quick Buy” and “Best Sellers” to place an order fast.
Design
Moodboard
I created a moodboard to be used for inspiration while making design decisions. I wanted a friendly, vibrant feel to encourage social engagement and reflect the brand’s personality and attributes to nail down the general aesthetic of the app. The images selected communicate social interaction in a positive and uplifting way. I used this to inspire my design and final color palette.
Style Guide
In order to be efficient and ensure visual consistency throughout the project I created a brand style guide. I defined the product’s color palette, logo regulations, typography, grid system, UI elements and iconography. These standards served as a guideline for every design decision to be made.
Hi-Fidelity Screens
I began incorporating the style guide and brand platform into the wireframes and converted them into high fidelity screens. This was definitely my favorite step seeing the designs activated and alive. I went for a modern and minimalist appeal to keep the design simple and most important user friendly.
Reflect
Holy Bloom's redesign blended elegance and usability. By prioritizing simplicity, emotional storytelling, and mobile-first design, the brand now reflects the same beauty online that it delivers in person.
Designing Holy Blooms was an opportunity to blend beauty with usability—bringing together the emotional weight of gifting flowers and the practical needs of a digital shopping experience. Through deep user empathy, iterative design, and thoughtful interface choices, we created a platform that feels both intuitive and heartfelt. The process reinforced how small details—like clear imagery, guided personalization, and frictionless checkout—can transform a simple transaction into a meaningful moment. Holy Blooms now stands as more than just a floral website; it’s a place where intention meets elegance, one bouquet at a time.​