Stilk
A personalized flower subscription designed around flexibility and choice
Role
UX/UI Designer
Type of project
Individual project
Timeline
4 weeks
Methods
Desk research
User interviews
Prototyping
Usability testing
Tools
Figma
Bringing the flower shop experience online
Working in a flower shop showed me that buying flowers is rarely just about choosing a product. People come ine for different reasons and occasions, often with different emotions, preferences and expectations. Part of providing good service is understanding and adapting the experience wether that means helping someone find the right flowers for a aparticular moment or simply remembering what they like.
This became the starting point for STILK. I wanted to explore how some of the personal and emotional qualities of buying flowers in a physical store could be translated into a digital service, without losing the convenience of shopping online.
STILK is a personalized flower subscription concept designed around this idea. Rather than asking users to design every bouquet themselvs, the service allows them to communicate their preferences while leaving room for the florist's expertise and creativity.
The opportunity
Flower subscriptions make it easy to receive fresh flowers regularly, but existing services often offer limited flexibility and personalization. Users have little control over what they receive, while practical information about deliveries, changes and cancellations can be difficult to find.
The challenge was therefore to explore how a flower subscription could offer more choice and control without making the experience more complicated.
Research
Understanding what the users expect from a flower subscription
I began by exploring existing flower subscription services to understand what they offered and where there might be opportunities for improvement. This was followed by interviews with two participants, focusing on their experiences with buying flowers, their expectations of a subscription service and what would make them consider using one.
The research helped identify what users valued most and provided the foundation for the features and structure of the concept.
Existing flower subscription services were explored to understand common features, subscription models and opportunities for greater flexibility.
Two participants were interviewed about their flower-buying habits, preferences and expectations of a subscription service.
Key Findings
01 - Flexibility matters more than commitment
Participants wanted the benefits of a subscription without feeling locked into a rigid schedule. Being able to choose delivery frequency, skip deliveries or pause the subscription made the service feel more manageable and appealing.
02 - Personalization creates value
Users wanted more influence over the flowers they received. Preferences such as colours, flower types and allergies were important, while some participants also wanted the option to be surprised rather than choosing every bouquet themselves.
03 - User wants to know what they are paying for
Clear pricing and information about what is included in the subscription were important. Participants wanted to understand the cost, delivery conditions and what they could expect to receive before committing.
From insights to design
Turning user needs into a flexible subscription experience
The research findings were translated into a set of features focused on giving users more control without making the subscription complicated. The concept was developed around three principles: flexibility, personalisation and transparency.
Users can choose how often they recieve flowers and easily skip, pause or adjust upcoming deliveries
Users can specify preferences such as colours, flower types and allergies, while still choosing how much of each delivery should remain a surprise
Subscription options clearly communicate price, frequency and what is included, helping users understand what they are signing up for
Exploring the structure
I first explored the concept through low-fidelity wireframes, focusing on the subscription flow, navigation and how users could manage their preferences before developing the visual design.
Visual Design
Creating a warm and flexible experience
The visual identity was designed to reflect the character of the product: personal, playful and approachable. A soft colour palette, rounded elements and floral imagery were combined with a simple interface to keep the subscription experience clear and easy to navigate. experience
The interface was developed as a reusable design system, creating consistency across the different stages of the subscription and account experience.
The Final Experience
Choose your subscription
Clear subscription options make it easier to compare and choose a plan
Choose your subscription
Clear subscription options make it easier to compare and choose a plan
Stay in control
Upcoming deliveries can be managed without having to cancel or change the entire subscription.
Testing and Iteration
I tested the prototype throughout the design process, first focusing on whether the subscription flow and information hierarchy were easy to understand. The low-fidelity testing helped identify navigation issues before moving into the visual design.
In the high-fidelity prototype, I focused more on layout, readability and visual clarity. Testing revealed that even small visual choices could change how users interpreted an interface.
Reflection
This project taught me a lot about balancing flexibility with simplicity. Giving users more choice also introduced more complexity, particularly when designing the different states and paths within the subscription experience.
If I were to continue the project, I would define and prioritise the core functionality earlier and explore more scenarios through further usability testing. The process reinforced the importance of designing around real user needs while knowing when to simplify and focus.