Bridget's Blooms Website Redesign
TL;DR
A La Jolla florist had loyal customers and a broken website
Bridget's Blooms started as a tiny flower stand and grew into a La Jolla institution over 40 years. Bridget quickly built an online shop once COVID hit; it worked, but it never felt like her. Customers couldn't enter delivery dates. Prices were buried. The homepage bore no resemblance to the warm, open, fragrant shop they loved. We were brought in to fix all of it.
I led visual design and the checkout flow on a four-person team, working directly with the client through recurring rounds of feedback. The redesign shipped mobile and desktop prototypes that unfamiliar users could navigate unassisted, with the client confirming it felt "more lively" and truer to her brand.
img source: me! taken at the front of her store
biggest design challenges + solutions
Lack of professional photos
Bridget's original design for both mobile and web interfaces used unprofessional photos of flowers for most of the page backgrounds. This hurt branding as these images failed to portray the friendly and bright character of Bridget’s brand.
user research + insights
Understanding the problem space
16
participants interviewed over one week
2
distinct research sites: in-store + on-campus
30
use cases mapped to define MVP feature set
6
scenarios stress-tested against real customer behavior
Quotes from participants
"Never opened her website, I just come in person to look at the actual flowers."
Customer K · semi-regular, loyal customer
"Would be willing to go to a smaller shop if the advertising was very strong, it must be super cute."
Sorority member A · prospective customer, UCSD
"I use a lot of different websites — the easier the purchasing process the better."
Customer G · twice-yearly party buyer
THE BIG ASK
THE DESIGN SPACE
Scoping out the competition
The Focus: Design Sensability
Her brand was built on her personal repertoire as a La Jolla local as well as her radiant and kind personality that keeps her customers regular. Our task was to create a more tasteful, refined design would be more fitting for her shop and who she is as a person.
THE DESIGN SPACE
Constructing mood boards
The goal was to create a mood board that conveyed the warmth and elegance that Bridget's customers experience at her boutique.
Iteration. Iteration. Iteration.
Three rounds of iteration, where each round surfaced a genuine tension: polish vs. warmth, information density vs. clarity, promotion vs. navigability.
Final screens
Designed to feel like stopping by in person
From browsing to booking a class, every screen was built around the same brief: let the flowers do the talking, and get customers where they're going without friction.
reflection
Managing a Real Client Relationship
This was only my second time designing for a real client, and it sharpened how I manage expectations — balancing Bridget's vision for her brand against practical constraints like missing photography and a tight timeline.
Designing Under Constraint
It reinforced how much a straightforward, uncluttered interface takes deliberate restraint to achieve — especially without the professional photography we'd originally planned around.
Made with 🤍