Venus et Fleur

Pioneers of eternity flowers — real, preserved roses and florals that last a year or longer. I led product design on a UX overhaul and visual elevation of the digital experience, bringing the same level of craftsmanship customers find in-store to every screen.

The Challenge
Venus et Fleur is a luxury brand with a high-touch, sensory product — but the digital experience wasn't converting at the level the brand deserved. With price points ranging from $59 to $5,000+ and a growing product catalog spanning roses, hydrangeas, porcelain, stone, and custom arrangements, the UX needed to guide customers confidently through complex decisions while maintaining the visual elegance of a luxury shopping experience.

The Strategy
I focused on two things: reducing friction and elevating perception. Every design decision was filtered through the lens of a gifting mindset — customers are often buying for someone else, under time pressure, and at a meaningful price point. The experience needed to feel effortless, reassuring, and worthy of the occasion.

The Solution
I redesigned key conversion touchpoints across the site — from product discovery and collection navigation to PDPs, customization flows, and checkout. I led a full redesign of the PDP experience, reworking a complex variant system; size, vessel material, flower type, color, personalization, into a clear, progressive selection flow that guides customers step by step rather than presenting everything at once. Visually, the pages were elevated with refined typography, richer photography integration, and breathing room that lets the product sell itself.

The result
A refined digital experience that matches the craftsmanship of the product itself — positioning Venus et Fleur to scale its DTC business while making every purchase feel as intentional as the gift inside the box.