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eCommerce Seasonal UX Design System

ProFlowers

Leading UX design for high-traffic seasonal campaigns at one of America's most recognizable online florists — building a cross-channel design system that drove consistency and conversion across every occasion.

Client
ProFlowers
Role
Senior UX Designer
Duration
2012 – 2015
↑
Conversion rate
via seasonal UX
Cross-Channel
Consistent design
across all platforms
3 yrs
High-traffic campaign
design ownership
The Challenge

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.

The Process

Data-driven, deadline-aware design

01
Seasonal Campaign Strategy
Collaborated with marketing and product teams to define UX strategy for each major occasion — Valentine's Day, Mother's Day, Christmas — tailoring the browsing and checkout experience to gift-buyer intent.
02
Conversion Funnel Optimization
Analyzed drop-off data across the full purchase funnel — from homepage hero to checkout — identifying and resolving friction points in product selection, delivery date choosing, and payment flow.
03
Cross-Channel Design System
Built a unified design language spanning web, email, mobile, and partner channels — ensuring consistent brand expression and UX patterns regardless of where a customer encountered ProFlowers.
04
A/B Testing & Iteration
Ran continuous A/B tests on CTAs, product card layouts, checkout form design, and promotional banners — using real data to inform every design decision during peak seasons.
05
Rapid Prototyping
Delivered high-fidelity seasonal landing pages and campaign assets on tight deadlines, working closely with engineering to ensure pixel-perfect implementation at scale.
Final UI Design

Fresh, warm, and conversion-optimized

ProFlowers Homepage

Homepage — Final UI

Birthday Flowers Category

Category Page — Birthday Flowers

Product Detail Page

Product Detail — Smiles & Sunshine

Checkout Page

Checkout — Contact & Delivery Information

The Results

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.

↑
Conversion rate improvements via A/B testing
3
Years of high-traffic seasonal campaign ownership
∞
Cross-channel consistency via unified design system
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