Bloom — E-commerce Redesign
Complete redesign of an online plant shop, improving conversion by 40%.
Overview
Bloom is an online plant shop that was struggling with high cart abandonment and low mobile conversion. I led a complete redesign of the shopping experience, from product discovery to checkout.
Problem Statement
The existing site had been built incrementally over three years. The result was a patchwork of inconsistent styles, a five-step checkout, and a product page that buried key information (care instructions, light requirements, size) below the fold.
Research & Discovery
Analytics audit
- 68% of traffic was mobile, but mobile conversion was 1.2% vs. 3.8% desktop
- Cart abandonment peaked at the shipping step (surprise costs)
- Average time on product page: 8 seconds (not enough to scroll to care info)
User testing
5 moderated tests revealed:
- Users wanted to filter by light requirements ("I have a north-facing apartment")
- Size was confusing — "small" meant different things for different plants
- Users didn't trust the checkout — no visible security indicators
Design Solutions
Product page restructuring
Moved care info (light, water, difficulty) into icon badges visible above the fold. Added a size comparison photo showing the plant next to everyday objects.
Smart filtering
New filter system: "How much light do you have?" → "How much maintenance can you handle?" → browse results. Felt like a guided recommendation rather than a filter panel.
Checkout simplification
Collapsed five steps into two: shipping (with real-time cost preview) and payment. Added trust badges, a progress bar, and guest checkout.
Results
- Mobile conversion: 1.2% → 3.4% (+183%)
- Overall conversion: +40%
- Cart abandonment: -25%
- Average order value: +12% (attributed to better product discovery)