©2018 by Claußcreative

FTD WALLFLOWERS

FTD wanted to create a low-involvement virtual flower product as a lead-generation tool for its revenue business, physical flower and gift sales. The intent is that users who send virtual flowers become prospects for paying customers who send real flowers.

 

In order that the concept be attractive to internet users who may be skeptical of virtual gifts and that the virtual (free) gift activity not cannibalize sales, the entire process had to be lightweight. The first design draft had a three-step process, however through iterations, it was reduced to two and then just one.

THE PROCESS

Wireframing

The site was designed especially to look good on mobile devices so, in addition to desktop, there were three form factors, tablet, mini-tablet, and phone/microtab.

Interaction design

The interactions of the site were simple, but simplicity is the most difficult of all. The site's usability (and hope for adoption) hinged on a few crucial interactions. I used the block wireframe format for content-blind focus on actions over objects.

Because the site deals in virtual flowers, free e-cards in other words, user involvement is already more tentative. Too many steps will turn off many users. The first draft involved three steps, which is too many. The second draft brought it down to two, and the final reduced it to one.

Multiple form factor responsive design

The site was designed especially to look good on mobile devices so, in addition to desktop, there were three form factors, tablet, mini-tablet, and phone/microtab.

THE FINISHED PRODUCT

Straightforward homepage

The site's primary experience had a clean interface with a strong emphasis on the very visual product. The smoothness of the experience was maintained by the infinite-scroll loading.

Visual and easy

The flower sending experience is not only made simple, but also kept the user in sight of the home experience through use of a modal. The visual nature of the product is emphasized throughout.

Attention to detail

The process of actually sending a flower is designed to be as obvious and clear as possible. Moreover, this utilizes the concept of "placebo loading" to make it feel like a more substantial action.

LIKE WHAT YOU SEE?

We simplify complexity without dumbing it down.

We create stunning experiences.