In Bloom Studio
A website and branding project revamping an Edinburgh-based florist's online presence and improving their e-commerce platform. Tailoring a streamlined solution for their ordering process, introducing online floral subscriptions and seting the stage for their successful delivery network expansion throughout the UK.
SarahCreated
E-commerce Website
Printed collateral
Packaging
Digital assets
Transforming a Florist's Online Presence with Squarespace E-Commerce Website Design
The Brief
In Bloom Studio is a thriving florist based in Edinburgh, Scotland. Known for their creativity and visually captivating flower arrangements, they also operate a physical shop which is a beautifully curated space in the heart of Marchmont, Edinburgh. Julie & Sophie approached me with a specific challenge: to enhance their online presence, expand their reach to the rest of the UK, and streamline their business operations, all while reflecting their unique brand personality.
In Bloom Studio had an existing e-commerce website on Shopify, which was functional but lacked the visual appeal and seamless user experience that matched their offline brand. The brief was to create a website that not only showcased their stunning floral creations but also integrated various aspects of their business, including subscriptions, classes, workshops, email marketing, blogging, and invoicing, all within a unified platform, without relying on external apps or plugins. While Shopify is a robust e-commerce platform, the decision to migrate to Squarespace was driven by the desire to simplify backend processes and have a single hub for managing all aspects of the business. This approach allowed me to create a cohesive and efficient website that met the client's diverse needs.
Strategy & Planning
Before diving into the website design process, we conducted in-depth research and analysis. I created user personas specific to In Bloom Studio's target audience, which helped us understand the needs, preferences and priorities of the customer. These personas were instrumental in shaping the website's structure and content hierarchy, ensuring that the user experience was at the forefront of our design.
With the user personas in place, I crafted a sitemap that organised the website's content and functionalities in a logical and user-friendly manner. Extensive wireframing was carried out to map out the pages, the purchasing process, and the content requirements. Holly Thomson of Blonde Creative provided expert copywriting services, optimising the site for industry-related keywords in the UK, with a particular focus on local keywords for same-day delivery and pickup.
Design & Build
Building on the previous brand work, the project transitioned from wireframes to the design phase. Leveraging the brand's graphics and typefaces, I brought their offline branding seamlessly into the digital space. The result is a visually stunning and cohesive website that captured the essence of In Bloom Studio's brand identity, working across mobile, tablet and desktop.
An automated email onboarding journey was implemented to convert abandoned shopping carts, introduce new customers to the In Bloom Studio story and team, and keep products in the forefront of customers' minds through email marketing.
Results & Conclusion
Since the launch of the Squarespace e-commerce website, In Bloom Studio has witnessed a significant uptick in sales, particularly through the mobile-optimised site. Within just two months, the website has attracted almost 10,000 unique visitors. The introduction of workshops was met with resounding success, with nearly sold-out sessions within one week.
Working closely with In Bloom has not only resulted in a visually appealing and high-performing website but also in exposure and business growth. I’m looking forward to continuing our partnership, supporting In Bloom Studio's digital and offline initiatives, and contributing to their ongoing success in the floral industry within Scotland and the rest the UK.
“Client quote coming soon”
If you're seeking expert Squarespace e-commerce website design and wish to stand out in a competitive market, get in touch. I’m dedicated to helping businesses like In Bloom thrive in the digital landscape while reflecting their unique brand personality and values.
