There is a specific kind of experience you have in a good flower shop. The florist looks at you and asks what you're celebrating, or suggests something based on a scent they think you'll like, or wraps something in a way that makes it feel like it was made specifically for you. It is guided, tactile, and personal in a way that very few commercial transactions are. Almost every existing flower and plant ordering app eliminates this entirely.

Poppy is a design attempt to get some of that back. Not to simulate the florist, but to bring the same level of consideration about fragrance, care, visual personality, occasion into a digital product that most people are shopping on between other tasks. The challenge was not to make something beautiful, but to make something useful in the same way that a knowledgeable person is useful: it helps you make a decision you actually feel good about.

"The online experience of buying flowers can be overwhelming simply because of the images and amount of colours on a single page. It becomes visually too much and makes decision making difficult."      — User interview participant

The interviews identified three pain points that appeared in every conversation, regardless of how frequently or casually someone bought flowers. These weren't preferences or nice-to-haves, they were the things that were actively causing people to abandon the experience or avoid it entirely.There is a specific kind of experience you have in a good flower shop. The florist looks at you and asks what you're celebrating, or suggests something based on a scent they think you'll like, or wraps something in a way that makes it feel like it was made specifically for you. It is guided, tactile, and personal in a way that very few commercial transactions are. Almost every existing flower and plant ordering app eliminates this entirely.

Poppy is a design attempt to get some of that back. Not to simulate the florist, but to bring the same level of consideration about fragrance, care, visual personality, occasion into a digital product that most people are shopping on between other tasks. The challenge was not to make something beautiful, but to make something useful in the same way that a knowledgeable person is useful: it helps you make a decision you actually feel good about.

The visual language was designed to replicate the feeling of a warm, and natural boutique florist. Every choice was made to ensure that users could spend time browsing without feeling overwhelmed.

Each screen below addresses one of the three core pain points identified in research, with the design decision explained alongside the screen.