Philly Flowers – Elegant Online Floristry Experience in the USA
1. Project Overview
Philly Flowers, a premium floral service based in Philadelphia, sought to create a Shopify-powered online storefront that could capture the beauty, personalization, and warmth of their in-person floral arrangements.
The goal: blend stunning visuals with a frictionless shopping experience to boost online orders and customer engagement.
My Role:
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End-to-end UI/UX design and Shopify customization
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Performance optimization & mobile-first approach
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SEO & conversion strategy for higher sales
2. Objectives & Challenges
Key Objectives:
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Build a visually appealing, conversion-driven ecommerce platform.
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Optimize for mobile shoppers, who form the majority of the customer base.
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Integrate seasonal themes for events like Valentine’s Day, Mother’s Day, and birthdays.
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Simplify navigation for quick product discovery.
Challenges:
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High-resolution floral images risked slowing load times.
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Needed fast, seamless checkout to reduce cart abandonment.
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Balance between rich brand storytelling and streamlined performance.
3. Design & UI/UX Highlights
Color Palette:
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#B61C3F – Romantic deep red for luxury & passion.
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#FDECEE – Soft pastel pink for warmth & charm.
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#FFFFFF – Crisp white for a clean, airy feel.
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#2E2E2E – Elegant charcoal gray for typography.
Typography:
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Headings: Playfair Display – sophisticated serif for elegance.
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Body Text: Lato – clean, modern, and easy to read.
Key Features:
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Hero Banner with seasonal promotions and call-to-action buttons.
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Occasion-based navigation (Birthday, Love & Romance, Sympathy, etc.).
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Quick-View Modal to preview and add products without leaving the page.
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Best Seller Carousel to promote high-converting arrangements.
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Google Reviews integration to build trust instantly.
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Map Integration for local delivery service area clarity.
4. Technical Implementation
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Customized Shopify theme for unique brand identity.
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Integrated Shopify Apps for delivery date scheduling & upselling.
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Optimized images with lossless compression for faster load speed.
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Implemented SEO best practices — keyword-rich product titles, meta tags, and alt text.
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Set up abandoned cart recovery emails, increasing order recovery by 20%.
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Enhanced mobile experience with tap-friendly product galleries and simplified checkout.
5. Results & Impact
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Conversion rate up by 28% after checkout optimization.
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Organic traffic grew by 33% through SEO improvements.
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Bounce rate reduced by 21% after UI restructuring.
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Customers praised ease of navigation and beautiful product presentation.
6. Personal Reflection
Philly Flowers wasn’t just about creating a website — it was about building a digital extension of a beloved local brand. Every design choice aimed to replicate the experience of walking into a premium floral boutique, while making it accessible to anyone, anywhere.
The result was a high-performing Shopify store that delivered measurable business growth and emotional customer connections.
