itzhaki flowers
e-commerce website re-design
Role: UX/UI Designer
Responsibilities: market research | UX Research | UI Design
itzhaki flowers
e-commerce website re-design
Role: UX/UI Designer
Responsibilities: market research | UX Research | UI Design
itzhaki flowers
A project to re-design the website for Itzhaki Flowers,
a well-established local flower shop located in the Sharon area, Israel.
Despite having an existing website, the online experience failed to convert.
my role in this project:
- market research
- UX research
- wireframes
- UI design
The Pain
Despite having an existing website, the online experience failed to convert -
with very low online sales and over
Cart Abandonment
0
%
The client approached us with a clear goal:
Increase online sales and improve the overall shopping experience
Goals
- Reduce cart abandonment
- Improve product discoverability
- Build user trust and credibility
- Modernize the visual and UX design
- Support SEO and mobile responsiveness
Research & Analysis
We conducted a UX audit of the existing website and identified several key pain points:
- Lack of visual hierarchy and CTA clarity
- No promotional banners or seasonal offers
- Poor product categorization and redundant UI elements
- Unclear pricing - confusing ranges without “starting from”
- No social proof (reviews, testimonials)
- Cumbersome checkout flow with too many fields with no clear hierarchy
- No trust signals (e.g., secure payment badges)
- Non-uniform and poor quality product images that also did not contribute to brand visibility and confidence
- Product pages with no description or insufficient description - reduced user confidence and understanding of what they were getting, in addition to a lack of SEO and reduced product visibility to search engines
- Lack of appropriate tags for related products, so that product page up-sale offers were not for appropriate complementary products
Features
We benchmarked competitors to understand local flower shops best practices
Focus from Personas
These personas helped us direct specific product features, flows, and messaging
to better resonate with our target users and ultimately drive conversion
UX Improvements Implemented
From the research & analysis, here are highlights of our re-design process:
Homepage:
- Introduced a main visual banner with rotating offers
- Adding a recommended products section to promote selected products, promote sales, and improve the discoverability of popular products right on the home page
- Organized products by occasion (birthdays, romance, apologies, etc.)
- Integrated customer reviews
- Highlighted local delivery areas for trust and clarity
- Added FAQ section for hesitation reduction and SEO
- Refined product display: consistent photo style, “starting at” prices, clearer CTAs like “Buy now”
- Added Trust signals - footer Secure purchase and supported credit cards
Product Page:
- Added floating sticky purchase button for conversion
- Presented product multiple sizes with clear pricing
- Enabled quick add-ons (balloons, chocolates, wine)
- Included product user rating and reviews - for added trust
- Expanding the product description, to improve user trust, understanding what they are getting, and improving site SEO
Checkout:
- Reduced unnecessary form fields
- Grouped fields into logical, scannable sections
- Introduced support for digital wallets (Google/Apple Pay)
- Skipped cart page - direct transition to checkout after adding to cart
- Added trust badges and payment method icons in the footer
Design Decisions
We prioritized clarity and emotional connection:
- Soft, clean UI with white space and large product images
- Product categories designed to guide the indecisive shopper
- Action-oriented language on buttons (e.g., “Buy Now” instead of “Choose Options”)
Results
The changes are being implemented gradually
So that we can measure and evaluate the impact of each change
After implementation of the new experience we measured:
increase in total online orders
+
0
%
growth in overall online sales
+
0
%