Camfloral — Redefining the Florist E-commerce Experience
Project Overview
Camfloral, a boutique florist with physical locations in Cambridge and London, sought to expand their business online. They needed an e-commerce solution that would capture the artisanal quality of their arrangements while providing a seamless shopping experience for customers.
The challenge was to create a digital presence that conveyed the sensory experience of their physical shops—the colors, textures, and aromas of fresh flowers—within the constraints of a digital medium, while also providing practical e-commerce functionality like order scheduling, custom arrangements, and delivery tracking.
Client
Camfloral Ltd.
Timeline
3 Months
Role
UX Designer & Shopify Developer
Year
2023
The Solution
Brand Refinement
We began with refining Camfloral's existing brand identity to work better in digital contexts. This involved subtly updating their color palette, typography, and visual language to ensure it translated well across devices while maintaining their established brand recognition.
The refined aesthetic focused on natural, earthy tones complemented by clean white space and elegant typography to let the vibrant floral photography take center stage.
Brand identity refinement for digital platforms
Custom E-commerce Experience
Using Shopify as the e-commerce platform, we built a custom theme that prioritized the visual presentation of floral arrangements while offering intuitive navigation and streamlined checkout processes.
Special attention was paid to product photography guidelines and presentation, ensuring that each arrangement was showcased in a way that communicated its beauty and uniqueness. We implemented custom product attribute selection for vase options, card messages, and delivery preferences.
Custom Shopify theme development
Advanced Delivery System
One of the key challenges was implementing a sophisticated delivery system that could handle same-day deliveries in specific postal codes, time slot selection, and special handling instructions.
We integrated a custom delivery management system with Shopify that allowed for real-time delivery slot availability, geofenced delivery zones with different pricing, and automated delivery notifications to keep customers informed about their orders.
Custom delivery system integration
Responsive mobile experience
Results
Increase in online sales within the first 6 months
Improvement in conversion rate
Increase in average order value
The new Camfloral online store has significantly expanded their business reach beyond their physical locations. The platform now accounts for over 40% of their total revenue, with particular success in corporate subscription services and event floristry bookings.
"Our online presence now truly reflects the beauty and quality of our in-store experience. The attention to detail in both design and functionality has transformed our business and allowed us to reach customers we never could before."