Stuart Williams | Freelance Senior UI & UX Designer | CRO Consultant

The Real Flower Company

Services: UI, UX, Branding


Re-designing the homepage of the main florist website to be brought in-line with their new brand guidelines. As well as a new UI design for the Homepage, I was tasked to re-structure the IA of the site, and create a brand new mega menu.

Following this task, I was asked to produce a conversion rate optimisation report which detailed issues and improvements to the current funnel process. Details regarding this can be requested via email.


Working with the new brand guidelines developed externally, I used the typographic system in place via the guide and created a web style to fit the brand. 

Using e-commerce principles and applications, I’ve highlighted key Best Sellers high up the page with an introduction to the company taking hierarchy. By including vibrant imagery and a customer service approach, the new page stands apart from other UK florists.


1) Worked closely with the E-commerce Manager and stakeholders to ensure all business goals were met including the category based module placements and content.

2) Solely responsible for all design work undertaken for the project. The work refreshed the website whilst utilising their new re-branding to full effect.

3) All UX states considered to ensure a fully cohesive brand roll-out across the responsive design.

Banner designs (image manipulation)


Ruari Fowler-Evans (E-commerce & Digital Marketing Manager)