Pretty Nice Flowers

A flower company with the option of delivery for that special recipient!

Follow along to see the challenge and process behind creating an intuitive form field that fixes the issue of flowers being delivered without a note from the sender. 

Complaints of people receiving flowers without knowing who they’re from.

The challenge

The task

Analyze the customer journey from discovery to purchase and delivery and find the gap in which users are missing to provide a message to their recipient. Find the most cost-effective way to fix this issue by changing only the copy, in a short period of time.

The process

After looking over the form field that the buyer must fill out before delivery, I discovered some areas that could be improved to fix the problem at hand.

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  • The original form field lacked a sense of urgency. The header for the field box “Note” didn’t provide much description or a CTA for the customer. Since the main complaint was that no one was filling out the sender field, this seemed like a good starting point for change.


  • I wanted to write the form field from the perspective of Pretty Nice Flowers's desired clientele. The brand of the flower shop is quirky and fun--much like the customers who shop there. The form field did not reflect this brand tone.


  • I decided to create two options for the customer to choose from when creating a note for the recipient in the place of two simple form fields.

My findings

Image by British Library

I re-designed the form field to address the reoccurring problem.


Option 1

Option 2

Solutions + Reasonings

The changes on the form field fix the complaints of customers receiving flowers without knowing who the sender is. 

      Option 1

The customer can write the recipient a quick note OR the customer can check the checkbox if they don’t feel a note is necessary with their purchase. 

     Option 2

The customer can simply sign off on the flowers with their name OR the customer can check the checkbox to remain anonymous if they don’t feel like giving up their identity for whatever reason.


Sometimes the signing-off part of giving flowers as a gift is either an oversight or people want to send flowers anonymously, and in that case, should have the option to do so. If the sender checks the remain anonymous box at least this way the recipient will also be notified that the sender chose to remain a mystery. Maybe the flowers are for a surprise party or a secret crush! Whatever the reason it is nice to give the customer options.

Asterisk use

I included asterisk's beside the “Recipient Note” and “Your Signature” to make it known that selecting an option, whether it be writing a note or not, has to be decided before proceeding to place the order. I chose the asterisk because it is a common typographical symbol that users are used to seeing and knowing that it means a required field.

Colour choice

I chose to make the new form field font green to match the logo and bring attention to the required form field but I also made sure that I checked it with a colour contrast checker so it would still be in accordance with WCAG. 

Colour Chosen: # 22593D

Subheadings and placeholder text

I decided to provide subheadings under the form fields for "recipient note" and "your signature" to humanize the flow. I also added placeholder text in each container to prompt the customer to type something.