Celebrating Gifting With a One-Stop Shop
1
Background
In July 2021, Code and Theory began working with 1-800-Flowers.com on our third formal engagement. While each of these engagements were unique—they shared a similar goal of helping 1-800-Flowers.com build its brand and reach new, priority growth segments through a product experience that was less transactional and more centered on fostering “shared moments of connection.” Celebrations Passport, their loyalty program, has been growing in recent years, as has demand for content and centricity to compliment users’ shopping experiences. Our task was to design and build a digital-first, e-commerce mobile application that illuminated engaging content and created a one-stop-shop to gift across the spectrum of the 1-800-Flowers.com brands.
2
The Approach
After conducting stakeholder interviews and establishing key user flows, our Experience Strategy and Design teams innovated a design system to balance the needs of shoppers by creating a link between expressions and user relationships. Our skilled technical leadership worked diligently to establish an app architecture that maintains integrations to the 1-800-Flowers.com website, unifying the experience regardless if the user shops in the app or on the web while built upon key integrations to drive insights into user behaviors.
3
What We Did
The result? The Celebrations Passport mobile application is loyalty-centric, contains over 25 product collections, 20 content articles, and is available via iOS and Android app stores. The app also brings Harry & David to market for the first time, a huge feat for the iconic brand. Within a rapid timeline of six months, utilizing a 24 hours per day development team, the partnership with 1-800-Flowers.com and Code and Theory resulted in a single-shopping marketplace that unifies and features a multitude of products from 8 different brands seamlessly under the 1-800-Flowers.com umbrella. Our collaboration ultimately opened the possibilities for growth among loyal customers and gift-givers alike.
