LVLY is an Australian flower and gifting E-commerce.
LVLY surely has set a difference in local flower business with their minimalistic and sleek look instead of colourful and flowery images.
Do I like it? Yes. I do. I think the branding attracts young people like me and it gives a luxurious experience.
Do I think it can be more engaging? Yes. I do. Scroll down to enjoy the landing page shots and process documentation.
ABOVE IS MY UPDATED DESIGN AFTER 2 MONTHS OF THE INITIAL DESIGN
After the initial research, I did wrap up the study case with a constructive feedback of what can be improved in the interface. Based on that feedback, I decided to make 3 changes from the initial design:
Using a different colour palette: I switched to a more vibrant, soft and luxurious colours with the pastel tone
Fixing button sizes and section’s sizes: I made sure that every section can be beautifully shotted.
Fixing the hero image: I used and made amendments from Evie Shaffer’s photos on Pexels for the new hero images.
Scroll down for the documentation for my initial study & design.
Flowers gifting is such a personal and luxurious experience.
I think LVLY has a very strong brand presence but lack of personal touch. This makes the brand seem like a McDonald’s of gifting factory. It wants to be recognised as a ‘thoughtful and personal gifting experience’ yet the landing page is overflow by repetitive delivery dry information.
During the process of recreating the landing page experience, I used the empathy map to outline my own frustrations, aspirations so that I can clearly outline what to prioritise and what to omit from the landing page.
B2C not B2B
The most frustrating experience I had with LVLY is the lack of comprehensive user journey, where you have to filter your location before viewing the products. Every step and call to action on landing page lead to a ‘filtering’ page where you have tons of other shipping information.
This makes me feel like their website is for wholesalers and florists, not for people buying gifts for their loved ones.
The first step I want to do is to simplified all the ‘delivery filter’ by filtering it right in the hero header. I tried to compromise the company’s ideas with a solution.
The second step would be ‘personalised’ the branding, which means bringing in the information as of why LVLY exists and their industry values. At this point, the visitor should be at the beginning of the ‘consideration’ stage.
Thirdly, call to action buttons matter. Sometimes, we, as website builders, often overlook the content of call-to-action buttons. For example, on LVLY current website, the button ‘SHOP NOW’ leads to delivery filtering page, which is confusing and creates frustration for the customer. Instead, we can use ‘SEE MORE’ so that they can expect that there is more information coming in.
I could’ve done better, …
LVLY has excellent internal product images, yet their branding limits those bright and vibrant vibe. I introduced a new colour palette that accents a softer yet luxurious look to the brand with a cold shade of purple and green. The new palette also compliment their current colours.
Landing page is such an important factor to increase brand awareness, attract customers and drive sales. I am aware that there are many factors to a good solid landing page. I acknowledged the lack of research in user journeys for a smooth customer journey in every stage.
With a more concrete research, I could’ve made a bolder decision to the hero content and structured of the website. This landing page rebranding mainly elevates LVLY’s current branding elements instead of recreating the whole brand image.
Stock images used in the landing page could’ve been more engaging and realistic. It took me a while to gather the right stock photos (not from the website) for the hero image and other images. I wish I could arrange the photoshoot for flower flat lay to create a better hero images. I am aware that the bright pink shades of hero images do not fit in well with the overall calm and luxurious vibe of the website.