A modular ecommerce gift univers!
A new ecommerce platform blossoms
Insights and strategic planning was key
Selling flowers online is all about creating a smooth and intuitive user experience. That’s why we performed extensive research to map out the customer journey before we began coding, plan the design, and organise the information architecture.
After gaining a solid strategic and tactical understanding of Interfloras business, we prioritized features according to business value and complexity. This is how we were able to create the most possible value for Interflora and secure an efficient development phase.
A modular ecommerce evolution
As time progressed there was a need to decouple the role of the ecommerce platform and introduce more micro services into Interfloras ecommerce architecture. Our favorite example is the creation of a new wepp and that was done in a collaboration with Interflora’s team.
This project involved creating a completely new user experience for the mobile users where everything from browsing to writing gift cards was 100% optimized for the mobile user experience. For the tech nerds out there, this was done in ReactJS in combination with a laravel service layer and an Nova admin interface. Furthermore we were able to do a gradual A/B test rollout by using Fastly’s load balancing service. That sounds fancy right?...
Luckily the results were great too! A mobile conversion rate of 24% to 35!%
An absolutely amazing improvement
Mind = blown!
Flourish and Grow
This concludes the digital fairytale of how we assisted Interflora in scaling a performant and conversion-prone gift universe, through a modular and flexible architecture of microservices. Read on to see how we consolidated this process with the development of IFOS - Interflora’s order handling system.