1-800 Flowers, Inc.
Role: Vice President, Digital Product Design and UX
Focus: Led the creation and rapid maturation of an enterprise UX Design and Research team
Impact: Generated $54M in incremental revenue from new features in Fiscal 2025
Heritage, modernized.
I was recruited to lead the development of an Enterprise UX team that would support this iconic company’s 12 brands, along with its B2B business. My primary focus was on modernizing and elevating the web experience, which had become dated and was not optimized for mobile devices.
The designs below showcase my team’s redesign of the core shopping funnel. While this represents what was ultimately shipped, the designs went through a highly iterative process that included multiple rounds of usability and AB testing.
Home Page
While enhancing the brand and aesthetics was one goal, of equal importance was the removal of many points of friction throughout the funnel. This involved improving wayfinding, legibility and touch-targets, eliminating redundancies, removing steps (or the perception of them) and ultimately increasing confidence in the purchase of a gift.
Product Listing Page
A major win was the full redesign of the product details page, which resulted in a $20M annualized revenue lift.
Product Details Page
On the product details page, we greatly improved information “chunking,” making the page much easier to quickly parse. Plus, we significantly changed the flow, so that the calendar and “add-ons” feel like they are integrated steps within the single page, rather than additional and unexpected steps that follow. Giving tap-able quick links for common actions, such as choosing same-day or next-day delivery also enhanced usability.
The calendar and delivery options UI is one of many areas where we introduced greater consistency across the brands, thus reducing business and technical complexity and simplifying the customer experience, especially for the company’s most loyal customers who regularly shop across the brands.
Calendar and Delivery Options
Quality, scaled.
As the company had grown through acquisitions over many years, foundational to this effort was shifting the mindset of the team and partners from bespoke, manual design processes to ones that were system-based and highly repeatable, as ways to scale quality and efficiency.
As a key part of this work, starting in 2023 I initiated and sponsored the development of an Enterprise Design System in partnership with our front-end web engineers. As part of this effort, we made a series of key decisions that laid the groundwork for future growth and efficiency; this included connecting our Figma components and design tokens directly to our developer repository and our CI/CD pipeline.
The psychology of gift giving.
An important element of my work was grappling with the social complexities of gift giving. Unlike standard e-commerce which focuses on self-consumption, the user experience for gifting commerce needs to take into consideration the psychological aspects of the sender-receiver relationship.
As compared to questions like “Will this fit me?” here the purchaser is thinking about someone else and grappling with questions such as: “Will they like it?”, and: “Does it send the right message about us, and about me?”, and even more fundamentally: “Will it get there on time?” Increasing confidence for the sender meant addressing these types of questions.
I employed systems thinking and visual information design as a way to help my team and partners consider and address these challenges.
This system diagram of the gift-giving process exposes “balancing loops” — factors in red that often inhibit gift purchases
This second diagram shows how the removal of the red balancing loops in the previous diagram could make gift giving more satisfying, and in doing so create flywheel effects.