University Flower Shop
Modernizing a local flower shop's website to serve a new audience.
Designed with Tuyara Chinbat.
Role
Product Designer
Context
Client Project
Timeline
Jan 2026 - Mar 2026
Problem
University Flower Shop's website was feeling left behind.
The website's dated design failed to appeal to the new student audience they were targeting while underselling the quality that kept their existing customers coming back.
The owners were making a shift to reach the college student market by introducing affordable products like Baggu and lower-priced bouquets.
Current site, including product categories, product details, and cart.
Research
I conducted a competitive analysis and interviewed the shop owners.
The current site was evaluated against accessibility and usability heuristics, and analyzed a range of florist and e-commerce sites to identify patterns in how similar businesses serve younger demographics online.
Websites included in our competitive analysis and reference board.
Findings
Three insights shaped every design decision that followed:
Events are the primary revenue source
The redesign needed to make event services immediately visible and easy to inquire about.
The site has to serve two audiences at once.
Existing (typically older, higher-budget) customers needed to feel at home on the site, while remaining approachable for a student on a budget.
Simplify the browsing experience
Users (students especially) needed to quickly scan and understand what was available without digging.
Design System
I built a fully responsive (and WCAG AA accessible) design system.
A responsive variable was system to ensure every component scaled across desktop, tablet, and mobile.
Overview of the full design system including the typography scale, color palette, a variety of core components.
Final Design
We redesigned every primary page on the website.
Home
Side-by-side mockups comparing previous home page (left) and the updated version (right).
Product Details
Product details page on desktop and mobile breakpoints.
Search & Browse
Product gallery page on desktop and mobile breakpoints.
Cart & Checkout
Cart and checkout flow on desktop and mobile breakpoints.
Validation
We presented the full redesign to the shop owners, walking them through every page and the design system behind it.
Meeting with the University Flower Shop owner.
Reflection
The strongest lesson from this project was learning to design simultaneously for two audiences with different expectations.
Building the design system first was the best decision we made as it gave us a way to test whether each element served both audiences before committing it to a page.
Contact me: jusmas@umich.edu