Skill Summary

WordPress, E-Commerce, Web Design, User Interaction Design, User Interface Design, Branding, Website Redesign, Social Media Marketing, Social Media Management.

Description & Context of Project

Prior to delving into my work with Petals Plus Floral Design, it is important to provide a concise background of the company. Established in Victoria, BC, Canada, this floral studio has been under the ownership of a lineage of successful female entrepreneurs, with the current owner Erin Evans continuing this tradition. Assuming ownership in mid-2017, Erin has demonstrated remarkable dedication to the business, driving its success and profitability.

In my perspective, Erin is a highly skilled floral designer who possesses a clear vision for both her designs and the overall direction of her company. I have had the privilege of knowing Erin for nearly two decades, as she was one of my leaders during my involvement with Scouts Canada. Our friendship has endured since then, and conversations regarding the digital realm and its relation to her business naturally emerged throughout my university journey.

After completing my Master's Degree in early 2020, I initiated a more detailed discussion with Erin to ascertain her specific needs for the website and social media presence. As the sole owner and operator of the business, Erin faced considerable stress during the initial years (and beyond) of ownership, with the day-to-day operations of the shop taking precedence over intangible aspects such as website UX design or social media reach. Consequently, she found it immensely beneficial to have a specialist take on the detailed tasks of digital management.

Where Did We Start?

As mentioned previously, Erin had a clear vision for the redesign of her website and online store. The previous site had not undergone updates for several years, and after multiple consultation sessions, we were prepared to embark on the project.

During consultations with clients, my approach is to understand the purpose of their digital platforms and identify areas for improvement. In Erin's case, the functionality of her website was hindering sales due to a lack of user-friendly purchasing experience. Regarding social media, Petals Plus Floral Design aimed to utilize its platforms to drive traffic and increase sales on the website. Both the previous and current website were hosted on the WordPress platform. Although we considered switching to platforms like Wix or Squarespace, Erin was already somewhat familiar with the WordPress backend, and cost-effectiveness was a determining factor.

To commence the process, we created a working demo and populated it with relevant content. Thanks to a friend of Erin's, we had a basic framework for the site, and my role was to fill in the missing elements. One of Erin's primary requirements was for the new design to be easy and simplistic. The old website suffered from a complex menu interface and outdated aesthetics that did not resonate with modern, tech-savvy consumers. (Regrettably, I did not capture before/after images, but refer below for an example of the old website.) Overall, the previous site felt overwhelming and overloaded with visual information.

Reimagining The Branding

Effective branding is a fundamental principle in marketing products or services. A brand encompasses various components that differentiate a business from others, including the logo, color palette, and the physical or digital space it occupies. In the case of Erin and Petals Plus, there was a lack of cohesive branding. The old website had an inconsistent color palette and lacked a distinctive logo, hindering the establishment of a meaningful customer relationship.

Erin deserves credit for her clear vision regarding the aesthetic components of the brand. She had specific preferences for the color palette, menu designs, and product page displays. My role was to leverage my expertise to bring her vision to life by exploring different options and making necessary adjustments. Additionally, Erin had access to pictures created by a friend, which served as valuable assets. With some refinement in Photoshop and input from Erin, I was able to create two distinct logos for her to utilize both online and offline.

Conclusion

Erin’s business is still in the growth stage however I believe I have provided her with the tools and insight she needs to continue onwards into the future. I am still working actively with her to create both a long term digital media strategy as well as content for upcoming holidays.
You can find Erin’s new website at: www.PetalsPlus.com