01 / Page detailUnify the header
● Before
● After
The header colours were softened and its visual weight was reduced, making the interface feel calmer, less distracting and more comfortable to navigate.
● Almaty · KZ / Florist e-commerce2025
OrangeFlowersless friction.
A focused redesign that makes a large, living flower store easier to browse and easier to buy from.
My role
UX audit · UI redesign · Responsive review
01 / StorefrontA working store, carefully refined
01 / Project overview
Client
Orange Flowers
Industry
Florist e-commerce
Role
UX/UI redesign
Tags
E-commerce · Tilda · Responsive
Orange Flowers is an Almaty flower delivery store with a broad catalog, occasion-based collections, promotions and fast ordering support. The project was a light, focused redesign: make the existing storefront feel cleaner and easier to scan without rebuilding its business logic or technical foundation. A unified typography and colour system also made the refreshed identity easy to adapt for social media.
● ● 02 / Challenge
Plenty to choose.
Too much to process.
The store had grown into many categories, campaigns and page types. Useful content and actions competed for attention, while strong backgrounds, shadows and decorative elements made the catalog feel heavier than it needed to be. Different fonts and colours across pages also made the brand feel fragmented.
A visually dense catalog surface
Heavy shadows and competing accents
Too many fonts and disconnected colours
Before / After · Design teardown
One complete page.
A calmer system.
The updated peonies page shows how small visual decisions work together across a complete shopping journey. The existing structure and mechanics remain, while the presentation becomes lighter, quieter and easier to follow.
02 / Page detailReplace the heavy banner
● Before
● After
A large framed promotion was replaced by a category-specific hero that introduces the offer without delaying the shopping journey.
03 / Page detailClarify service messages
● Before
● After
The disconnected orange warning becomes a calmer contextual service block with one clear action.
04 / Page detailAdd category navigation
● Before
No category shortcut layer
● After
A new category navigation layer helps customers move directly to the relevant flower type or occasion.
05 / Page detailMake products the focus
● Before
● After
The catalog logic stays intact, while lighter cards and more whitespace create a clearer rhythm from product to price and order.
06 / Page detailAdd SEO-aware video content
● Before
● After
Generic supporting panels were replaced by a dedicated video visualisation that reinforces relevant search intent and stays connected to the category.
Unified style
One typography and colour system replaces the previous mix of visual languages.
Quieter cards
Fewer heavy shadows let the flower photography carry the page.
Social-ready
The simple visual system is easy to extend into reusable social media content.
03 / Goals & opportunity
Improve the journey.
Keep the engine.
01 / Goal
Make browsing easier
Help people move through a large catalog without feeling lost.
02 / Goal
Clarify the next step
Make ordering and support actions easier to notice and understand.
03 / Goal
Create consistency
Give different commercial pages one recognisable visual and UX grammar.
04 / Goal
Protect what works
Improve the storefront without disrupting existing SEO and commerce logic.
04 / Process
Change what matters.
Preserve what works.
01
Audit the live store
Reviewed the highest-value journeys, page types and recurring friction across the existing Tilda website.
02
Prioritise improvements
Separated high-impact UX and visual changes from work that would add cost without improving the buying journey.
03
Refresh the system
Replaced the mix of fonts and colours with one simple visual system, then refined spacing and product presentation around it.
04
Apply to key journeys
Applied the lighter visual direction to catalog, promotional, delivery and support touchpoints.
05
Review in context
Checked responsive behaviour and consistency inside the constraints of the existing commerce platform.
05 / Solution
A clearer storefront.
Built around choice.
Focused redesign
The solution did not ask the business to start over. It organised the existing offer, reduced visual competition and introduced one consistent typography and colour system across the pages customers use to discover, decide and order. Its simplicity also makes the identity easy to adapt for social media.
06 / Key features
Every touchpoint
supports the order.
01
Catalog
02
Filters
03
Product cards
04
Promotions
05
Delivery
06
Quick support
Occasion and category paths help visitors narrow a broad choice.
Promotions and delivery information support confident decisions.
Quick contact channels remain visible when a customer needs help.
07 / Outcome
A store that feels easier to choose from.
The redesign created a more coherent storefront and clearer path through a complex product range, while preserving the website’s existing mechanics and operational foundation.
Working within the current system reduced implementation risk and avoided the cost of rebuilding useful commerce and SEO structures. Exact commercial metrics were not available for this case.
Cleaner
catalog and commercial pages
Lighter
visual treatment without a rebuild
Preserved
existing store mechanics and SEO foundation
08 / Reflection
Restraint is also
a design decision.
A useful redesign is not measured by how much changed. It is measured by whether the right things became clearer for customers and easier to maintain for the business.
This project reinforced the value of prioritisation inside a live product. With access to behavioural data, the next iteration would validate navigation choices and test the highest-traffic paths to order.
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