Seasonal spikes demand flawless UX
ProFlowers is one of America's most recognizable online flower and gift delivery brands — handling millions of orders during peak occasions like Valentine's Day, Mother's Day, and Christmas. With traffic surging dramatically during these windows, every UX friction point directly impacted revenue.
The challenge was twofold: deliver high-performing, visually compelling seasonal campaign experiences on tight deadlines, while simultaneously building a scalable design system that could maintain cross-channel consistency across web, email, and marketing touchpoints year-round.
Peak season at ProFlowers means millions of users in a compressed window. There's no room for friction — every click, every form field, every CTA had to be perfect.
Understanding the gift-buyer mindset
ProFlowers customers aren't typical eCommerce shoppers — they're buying for someone else, often under time pressure, with high emotional stakes. I conducted analysis of session recordings, heatmaps, and exit-intent surveys to build a clear picture of the core user types and their friction points.
These two personas drove every major design decision — from the prominence of delivery date selectors to the layout of the category browse experience and the length of the checkout form.
Data-driven, deadline-aware design
Fresh, warm, and conversion-optimized
Homepage — Final UI
Category Page — Birthday Flowers
Product Detail — Smiles & Sunshine
Checkout — Contact & Delivery Information
Millions served, season after season
Over three years leading UX at ProFlowers, I delivered seasonal campaigns that performed at scale — handling millions of users during peak traffic windows with measurably improved conversion rates. The cross-channel design system reduced production time for new campaigns and ensured brand consistency across every customer touchpoint.