Magic Flower: Online Flower Store Design
Customer App + Driver App Case Study
Project Overview
Magic Flower wanted to launch a new mobile experience where customers could order flowers online, and drivers (gig workers) could fulfill those deliveries seamlessly. My role was to design both sides of the marketplace — the Customer App and the Driver App.
Product: Magic Flower – Mobile app for online flower gifting & delivery
Platform: iOS / Android mobile apps
My Role: Senior Product Designer
Timeline: 1.5 Month
The Challenge
Understanding the User
Unlike established players, Magic Flower had no existing brand trust.
We had to:
Help customers find the right flowers fast
Showcase products beautifully
Build trust in a new brand
Make buying easy and smooth for customers.
75% buy as gifts, 25% for themselves
Browse by occasion (Birthdays, Anniversaries, Eid)
High-quality images (flowers are a visual product)
Clear delivery info (speed, reliability)
Transparent pricing (no hidden costs)
Part 1: Customer App
Magic Flower a new flower delivery service wanted to launch its first mobile app in a crowded market. As the Senior Product Designer,
I was responsible for defining the user experience end-to-end from discovery to checkout ensuring the app felt both beautiful and reliable.
Design Approach
Homepage
How I solved it:
Shop by Top Brands: builds trust by showcasing well-known flower brands upfront helping a new business feel more credible.
Seasonal hero banner: highlights time-sensitive occasions like Eid to drive sales through emotional triggers.
Products near you: Shows faster delivery options and helpful tags like Best Seller, 20% OFF, or New to make choosing easier.
Shop by Packages: makes gifting easier by offering curated sets for common occasions like Eid, Anniversaries, and Birthdays.
Product Detail
How I solved it:
Large hero image: helps users evaluate product quality and reduces purchase hesitation.
Offer tag + discount display: creates urgency and nudges conversion.
Dimensions with icons: answers a common customer doubt: “How big is this bouquet?”
Collapsible Care Tips & Delivery/Returns: keeps page uncluttered while still providing essential information.
Prominent Add to Cart button: fixed at the bottom for quick action ensuring high visibility and reducing cognitive load.
Checkout
How I solved it:
Editable delivery address: provides flexibility if the customer wants to send flowers to different people or locations.
Estimated delivery time : sets expectations clearly reducing post-purchase anxiety.
Tipping option: adds a personal touch, increases driver motivation, and reassures customers that tips go directly to riders.
Multiple payment methods: ensures convenience and accommodates diverse user preferences (Apple Pay, Card, Cash on Delivery, Magic Flower Credits).
Results
Conversion Rate: 2.8%
The app’s first-month conversion rate was on par with the industry average 2–3%.
Customer Rating: 4.3/5
Early users appreciated the intuitive navigation, clear product details and smooth checkout.
4.2 min average session time
Users spent more time exploring products and packages.
Impact
Magic Flower successfully launched with a professional trustworthy mobile experience achieving early traction in a highly competitive market and laying the foundation for brand growth.
What I Learned
Big, clear product photos build trust and make people more confident to buy.
Easy navigation helps users quickly find what they’re looking for.
Trust signals like badges and clear policies are important for new brands.
Flexible design allows quick updates for seasonal campaigns, which is vital in gifting platforms.
Conclusion
Magic Flower stood out as a strong alternative to big flower delivery apps by combining beautiful design with smooth functionality.
The app shows how even a new brand can compete when it focuses on users’ needs while meeting business goals.
PART 1 END
Part 2: Driver App
For an online flower store, delivery is as critical as purchase. A beautiful app means nothing if flowers arrive late or damaged. To solve this, we designed a driver-side app for Magic Flower’s independent gig workers — ensuring fast, reliable, and transparent deliveries.
The Challenge
Onboard independent drivers quickly and smoothly
Build trust in payments and job reliability
Ensure live sync with customer app for order tracking
Enable scalable delivery operations without delays
Fast onboarding (upload documents, verify, start driving same day)
Clear earnings visibility (so they know when and how much they’ll be paid)
Navigation + live order tracking (sync with customer’s order status)
Reliability: No missed payments, no confusing instructions
Understanding Driver Needs
Our research showed drivers wanted:
Design Approach
Onboarding Flow
How I solved it:
Step-by-step guided sign-up: reduces cognitive load and prevents drivers from feeling overwhelmed.
Upload ID, license, and car photos directly in the app digitised the process to save time and avoid physical verification hassles.
Real-time verification: allowed drivers to start earning in less than 24 hours, supporting business goals of scaling delivery quickly.
Live Orders
How I solved it:
Drivers see available orders nearby: reduces idle time and helps drivers maximize their earnings by only accepting jobs within a comfortable range.
One-tap accept & auto-sync with customer tracking keeps the process fast and simple for drivers, while ensuring customers get real-time updates on their deliveries.
Delivery route optimized with maps integration: minimizes delays ensures efficient navigation and builds customer trust through on-time deliveries.
Trust & Earnings
How I solved it:
Earnings dashboard: Drivers needed clarity on their income. By showing both per-order payout and weekly totals, we helped them track progress and plan their work better.
Payment transparency: Many gig workers hesitate to join new platforms because they fear delayed or missing payments. Showing transparent earnings and payout history built trust and reduced churn.
Rating system for accountability: Deliveries are two-sided. Customers rate drivers, and drivers can rate customers. This mutual accountability ensures professionalism, increases reliability, and protects both sides.
Reliability Features
How I solved it:
Order authenticity verification screen: Prevents mistakes by letting drivers confirm they picked up the right product before leaving the store.
QR code scanning for proof of delivery: Builds trust for both customers and business by ensuring the right order was delivered to the right person.
Notifications for new orders, delivery status, and payout updates: Keeps drivers informed in real-time, reducing missed orders and giving them confidence that their earnings are tracked.
Business Impact
The driver app turned logistics into a competitive advantage:
Enabled faster scaling of deliveries without hiring full-time staff
Increased trust & reliability in both customers and drivers
Created a seamless ecosystem: customers enjoy timely deliveries drivers trust the platform and Magic Flower grows sustainably
Key Takeaway
By designing for both sides of the marketplace customers and drivers Magic Flower created an end-to-end experience where trust,
transparency, and speed drive the business forward.
Results
85%
of drivers completed onboarding within 24 hours
95%
of deliveries on-time reduced delays
30%
Driver churn reduced by 30% due to transparent payouts
THE END