Company Overview
The Flower Project is a curated flower subscription service that turns floral arrangements into a personalized experience. Customers receive beautifully curated buckets of flowers and can arrange them themselves, expressing creativity and personality in each bloom. Beyond bringing joy to subscribers, the company gives back, Rachel, CEO of both The Flower Project and Floral Support, donates $5 to Wagner Hills for every bucket purchased. Their guiding philosophy is Care, Connect, Create: care for yourself, connect with others, and create something meaningful that gives back.
The Challenge
The Flower Project wanted to elevate its online presence and provide a seamless subscription experience for its audience of millennial women with disposable income. The existing Squarespace site had limitations: it could not support the custom subscription structure, user experience, or backend management system that Rachel envisioned. Key challenges included:
- Creating a flexible subscription system allowing weekly, bi-weekly, or monthly deliveries
- Offering a clean and intuitive backend for managing orders and subscriptions
- Ensuring subscribers could easily view past orders, change subscriptions, and select upcoming flower themes
- Incorporating charitable giving into the business model transparently and effectively
Our Solution
We built a 8-page custom WordPress site focused on both front-end design and backend functionality, tailored to The Flower Project’s unique needs:
E-Commerce & Subscription System
- Custom subscription options: subscribers can select delivery frequency and themes with minimal friction
- Reminder email triggers: automated notifications to enhance engagement and reduce missed deliveries
- Delivery zone integration: ensures accurate shipping based on location
Custom Account/User Experience
- Subscriber portal: login, sign-up, and “My Account” pages allow users to manage subscriptions, review past orders, and cancel or modify plans easily
- Admin-friendly backend: clean, organized system making order and subscription management intuitive for staff
Design & Branding
- Front-end custom design: a modern, visually engaging layout appealing to millennial women
- Experience-focused UX: the subscription process was streamlined to minimize roadblocks, ensuring a joyful and seamless interaction from sign-up to delivery
Results
The new site has transformed The Flower Project’s digital presence:
- Rachel and her team now manage subscriptions efficiently with reduced manual work
- Subscribers enjoy an engaging, simple, and customizable experience
- The charitable component is highlighted naturally, reinforcing the company’s mission of giving back with every bucket
Key Takeaways
- A tailored subscription system can dramatically improve customer experience and administrative efficiency
- A clean, intuitive UX encourages recurring engagement and loyalty
- Integrating purpose-driven features (like charitable donations) strengthens brand identity and customer connection