OVERVIEW
Flora Holic is a premier flower boutique brand situated in the vibrant heart of Saigon city. The client established a basic website years ago, but as their business thrives, they now require a robust e-commerce platform that aligns with their evolving luxury brand identity and sophisticated European interior store design.
Working alongside my technical partner, we successfully brought to life 2 sites, including branding domain and shop sub-domain. It was a heartfelt journey as we tailored a paid WordPress floral theme to meet our vision, ensuring both sites truly reflect our passion and dedication.
MY ROLES & REPSONSIBILITIES
My primary focuses cover business analysis and copywriting. Along the way, I also managed to fill in other related tasks, such as UX testing, liasing with 3rd party partners (KiotViet & VNPay), and completed the goverment official ecommerce registration process.
Scopes of Works
BUSINESS ANALYSIS
- Conduct holistic UX audit to recommend UX approach
- Synthesize client’s requirements into product backlog
- Provide optimal solutions based on business workflows
- Design bouquet style, populate product catalogues in bulks
- Build new supporting plugins & features
- Recommend a payment solution vendor
- Guide internal staff to manage orders & contents
- Build detailed business documents including quotation, contract & liquidation
COPYWRITING
- UX Writing: Edit texts for all UI layouts in Vietnamese & English
- Copywriting:
- Compose appealing contents for homepages of brand & shop sites
- Provide basic SEO keywords plan
- Produce SEO optimal articles
BUSINESS ANALYSIS
HOLISTIC UX AUDIT
At the beginning of this project, the client (business owner) kindly shared their ideal reference brand website “Tiệm Hoa Lách Cách” along with some thoughtful notes about the look & feel they envision.
After our initial briefing meeting, I gently suggested two well-known brands that exemplify industry standards. Both “Hoa Yêu Thương” and “Dalat HasFarm” bring unique perspectives that help clarify UX concepts beautifully. Meanwhile, I took the time to carefully audit the existing website, examining every page to identify key UX priorities that could truly benefit from a thoughtful revamp.
There are 4 crucial UX factors which could be graded on a basic scale as below:
| I search & select the right products easily | I find it appealing to visiti the website frequently | I feel convenient to purchase a product | I save & share information fast and effectively | |
| Flora Holic | MEDIUM | LOW | MEDIUM | LOW |
| Tiệm Hoa Lách Cách | HIGH | MEDIUM | MEDIUM | MEDIUM |
| Hoa Yêu Thương | HIGH | MEDIUM | HIGH | HIGH |
| Dalat HasFarm | HIGH | HIGH | HIGH | HIGH |
Audit UX on the old website
Advantages
- Clear & large product images
- Elegant typography for a floral brand
- Show connections to social channels
Disadvantages
- Shopping challenges due to inconsistent features across pages:
- When selecting a product from Homepage, there is a lack of detailed description and customer reviews on a specific product page
- When selecting a product from Shop page, the detail product page lacks of description and “Add to cart” button
- Inconvenience in filtering products fast
- Challenges to make a purchase desicion due to a lack of crucial information about delivery process, payment and client service. Even the Contact page displayed a broken map
- Lack of engaging and fresh contents
ENHANCE UX APPROACH
In terms of UX direction, together with my technical partner, I convinced the business owner to follow the good practice of Dalat Hasfarm: branding domain & shop sub-domain.
Branding domain
As the client was in the process of upgrading their brand identity, I recognized the importance of building a visually and technically aspirational brand platform. A separate branding domain ensured stable website performance and a sleek user interface, completely mitigating any risks of lagging or delays in loading crucial business or customer shopping data.
Moreover, from a marketing operations perspective, I understood that the marketing team would need to regularly update or run A/B tests on visuals and content on the homepage. A dedicated branding site would undoubtedly provide the flexibility and efficiency required for long-term success.
From the customer’s viewpoint, brand storytelling plays a vital role in their shopping journey. When they arrive at a beautifully crafted brand homepage, it evokes a deep sense of care and leaves a lasting impression of Flora Holic as a cherished premium orchid floral boutique. This thoughtfully designed branding domain effortlessly guides customers to the shop subdomain with just a click, making their experience feel seamless and welcoming.
Shop sub-domain
In the fresh flower business, the ever-changing array of visual variants, aesthetic trends, and seasonal promotions can be exciting, but it also brings challenges, especially with the constant evolution of inventory. Unfortunately, their old basic website felt outdated and no longer reflected the vibrancy of their offerings, particularly concerning product catalogues. It’s understandable how this could hinder both their business operations and the ability to serve their customers effectively.
Recognizing the diverse needs of our business contexts, I took the initiative to suggest a dedicated shop subdomain, accompanied by a well-thought-out product information architecture to enhance our customers’ experience.
On this shop sub-domain, the main navigation menu focuses on showcasing Flora Holic (FH) hero product collections and add-on services. This compact menu is the most optimal solution when considering FH’s current product catalog while it still guarantees visitors feel impressed and engaged throughout their shopping journey.
Personalize bouquet design
One of the most important key learning points from the inspiring case studies of “Hoa Yêu Thương” and “Dalat HasFarm” is the beautiful way both brands embrace customization and personalization right from the start. In exploring this vibrant flower market, I realized that our passionate Vietnamese customers (B2C buyers) truly cherish an emotional connection and thoughtful delivery. Meanwhile, B2B buyers often seek to prioritize corporate branding and convenience. With these heartfelt insights in mind, I crafted compelling copies that resonate deeply with each unique buyer persona.
B2C customers as “flora-aholic” souls
A personalized flower banquet popup is always here to welcome visitors landing on either the Brand or Shop site. The top 3 information fields are thoughtfully arranged to gently guide visitors through their experience. I also understand that exploring diverse flower categories can be a bit overwhelming, but rest assured, they’ll find the process hassle-free and inspiring, encouraging them to take next steps.
Styling is truly the number one criterion, as it relates not just to the recipient of the gift, but also beautifully reflects the sender’s unique aesthetic taste. Impressive styling stands out as one of the most compelling unique selling points (USPs) of Flora Holic, showcasing the care and thoughtfulness that come with choosing a premium orchid brand.
Price ranges hold the #2 spot in this popup, and it’s easy to see the reason behind: they serve as the simplest filter for online shoppers. I understand that pricing is vital when it comes to fresh flowers, as it encompasses all associated costs. Lastly, the address location ranks as the 3rd key piece of information, especially in 2025, when many government changes in urbanization impact customers significantly.
If visitors decide to close this popup, it will gently minimize into a small icon button, making it easy for them to open it again whenever they need a quick search. I strongly believe that convenience is key, and when they fill in their information, rest assured that these details will be saved in advance for a smooth experience when they reach the checkout page.
Personalization is a fundamental aspect of my UX principles, and I genuinely strive to craft headlines that resonate with visitors, particularly on homepages. In both Vietnamese and English, I thoughtfully choose keywords that convey a sense of personal satisfaction for customers, while also ensuring that the Flora Holic brand is seen as a reliable and caring florist or expert.
B2B customers as considerate representatives
Starting from July 2025, I realize that every business owner will need to be more mindful of tax documents as new government policies come into strict effect. As a result, B2B buyers may become increasingly concerned about the VAT fee included in the total purchase price. Recognizing this context, I took the time to have an in-depth conversation with my technical partner to ensure that VAT fee information is clearly highlighted throughout the entire customer journey, from the homepage all the way to the checkout page, making the process as convenient as possible for B2B buyers.
Furthermore, there is a dedicated form feature on the checkout page. This form allows B2B buyers to easily provide their company information right away. It’s very simple for website administrators to manage this custom feature within the WooCommerce order management page, ensuring it seamlessly integrates into their ordering process.
(to be updated soon)
