• Brief with the client: best-selling products, typical orders, common customer questions
• Review of five flower delivery shops in St. Petersburg and Moscow
• Content audit: product photos, categories, gift add-ons, delivery rules
• Sitemap and order form fields agreed with the client before wireframes

Main finding: customers decide by photo and delivery time, not by product descriptions. Most of them are ordering for someone else and worry about timing and the recipient's details.

Audience: last-minute gift buyers need speed, people planning ahead want premium and seasonal bouquets, couples look for wedding flowers, and companies order regularly for clients and staff.

H1. Three short promises in the hero — 90-minute delivery, 2-day freshness guarantee, a gift with larger orders — will build trust faster than long text. Measured by clicks into the catalogue from the first screen.

H2. Collections by flower and occasion (hydrangeas, sunflowers, bestsellers, weddings) will help visitors find a bouquet faster than one long list. Measured by collection clicks and time to first product view.

H3. An order form built around "who is it for" — me, another person or pickup — will reduce mistakes in recipient details. Measured by orders that need a follow-up call.

H4. Gift add-ons shown next to bouquets will raise the average order value. Measured by the share of orders with a card, chocolate or balloon.

H5. Messenger buttons and a 5-minute callback form will catch visitors who prefer to talk. Measured by messenger clicks and callback requests.

Main path: home → collection → bouquet → add a gift → order form (recipient, address, time) → manager confirms.

Quick path: home → messenger or callback → manager takes the order.

Gift hint: a visitor picks a bouquet and the shop sends a hint to the person who should buy it.

Sitemap: Home, All bouquets (by type and flower), Gifts, Weddings, For clients (delivery, loyalty, flower care), For business, Blog, Reviews, Contacts; city selector for St. Petersburg and Novosibirsk.

Hero: a short headline and three promises — delivery in 90 minutes, freshness guarantee, gift with larger orders.

Collections: large photo cards for hydrangeas, sunflowers, bestsellers and bouquet types, each with "See all".

WOW sets and premium: separate blocks for bigger gifts, so they do not mix with everyday bouquets.

Gift add-ons: cards, chocolate, balloons and partner fragrances shown as a section of their own and offered with the order.

Order form: one form in clear steps — who it is for, recipient details, address, date and time slot, anonymous delivery, reminder for future holidays.

Quick contact: messenger buttons in the header, a call button and a callback form with a 5-minute promise.

Gift hint: a small form where a visitor chooses a bouquet and the shop hints to a partner or friend.

For clients: delivery terms, loyalty programme and flower care in one section.

Mobile: sticky header with messengers and call, one-column cards, large tap areas in the form.

Trade-off: orders go through a form and a manager instead of a full online checkout. This keeps flexibility for custom bouquets and delivery fees, but adds a manual step.

The design was reviewed with the client at wireframe and UI stages, then checked on desktop and mobile before launch. After launch, collection clicks, order form submissions, add-on share and messenger clicks are tracked, each linked to one hypothesis.

In flower e-commerce, the photo sells and the form decides. A clear order form for sending to another person matters more than any decorative element. Next steps: show prices on product cards, add filters by price and occasion, add online payment, and use one delivery promise across the whole site.