🎁 Overview.

The Celebrations Passport Mobile App was initiated by 1-800 Flowers to enhance the shopping and gifting experience. The goal was to streamline the app's usability, improve cross-brand shopping, and emphasize rewards programs.

1800 Flowers wanted to take advantage of the holiday season for customers to find a quality gift fast with a mobile app that includes their entire family of brands.

As the sole interaction designer on this project, I led the site’s user interaction direction, collaborated with Product Strategy & Experience Strategists, solved design problems, with screen design, flow refinements, and research synthesis using tools like Figma and Miro.

❓ The Challenge

The MVP app needed to integrate multiple brand experiences while maintaining a cohesive, seamless user journey across different shopping categories. The user needed a shopping experience across different brands, with a clear awareness of the benefits of the Passport program, and without friction during checkout. Our challenge was to create a unified, intuitive experience that simplified gift discovery and purchase without initial feature enhancements like global search.

The Approach

• Conducted stakeholder interviews to align business goals with user needs.
• Analyzed competitive loyalty programs to identify key strategies for engagement.
• Discovered that users expected prominent membership benefits, faster checkout, and personalized gift recommendations.
• Collaborated with Experience Strategy to refine approach for information architecture and personalized experience.

‍

✏️ Design Process

• Created wireframes and prototypes in Figma for user testing.
• Iterated based on feedback to refine MVP features, including a rewards tracker, streamlined checkout, and personalized recommendations.
• Integrated design system components to ensure consistency across web and mobile.

Key Learnings

Balancing cross-brand consistency with tailored experiences posed a design challenge that required ongoing stakeholder collaboration and iterative improvements.

Solution

The successful MVP launch featured a curated homepage with gift guidance and personalized product recommendations, enhancing user engagement and cross-brand integration.

🎉 Final Design & Impact

• Introduced a visually prominent loyalty rewards section to drive engagement.
• Implemented a guided gift-finding experience based on recipient preferences.
• Simplified checkout, reducing steps and allowing for quick checkout using stored preferences.
• Resulted in a 15% increase in membership sign-ups and higher checkout conversion rates post-launch.