Brief
Understanding the experience to better transform it
Les Fleurs du Marché wanted to improve the performance and clarity of its online store. Over time, the site had been built through successive additions, making navigation more complex and certain sections less aligned with the brand's evolution. Maze was commissioned to conduct a comprehensive audit of the user experience (UX) and conversion rate optimization (CRO) potential to identify pain points, understand user needs, and define a clearer experience structure.
Goals
Simplify the experience and reveal the brand's essence
The project aimed to clarify the browsing experience and streamline the purchasing journey on the Shopify store. Beyond functional optimization, the goal was also to better convey what distinguishes Les Fleurs du Marché: a local, human, and passionate florist whose creations are based on genuine artisanal craftsmanship.
Tools and partners
Complexity and challenge
When a website evolves faster than its structure
As with many growing businesses, the website had expanded over the years: new products, new sections, new content. This progressive evolution had made the structure less clear and some user journeys less fluid. The challenge was therefore to rethink the overall experience in order to restore consistency to the site and facilitate access to bouquets, occasions, and proposed services.
Approach
UX Audit, User Segmentation, and Journey Reconstruction
The project began with an in-depth UX/UI and CRO audit to analyze the existing site structure, user journeys, and friction points within the experience. This analysis identified key browsing behaviors and visitors' purchasing motivations. Based on these observations, Maze defined several representative user profiles to better understand the intentions behind visits: planned purchase, spontaneous purchase, quick search for a bouquet for a specific occasion, or exploration of the offerings. These insights allowed for a rethinking of the site's information architecture. The site's tree structure was reorganized to better reflect actual customer purchasing logic and reduce cognitive load during navigation. Detailed wireframes were then developed to redefine the main site templates. This prototyping work optimized information hierarchy, product showcasing, and conversion paths before the design phase.
Solution
A clearer, conversion-oriented experience architecture
The website redesign is based on a simplified information architecture and more direct user journeys. The main navigation has been restructured to reflect the most frequent purchasing intentions. Product categories, occasion pages, and different types of bouquets have been reorganized to allow visitors to find the offer that meets their needs more quickly.
Collection pages have been optimized to better guide the discovery of bouquets, while product pages have been redesigned to highlight essential information for the purchasing decision: visuals, descriptions, options, and delivery indications. The wireframing work also helped review the visual hierarchy of the pages to improve readability, reduce distractions, and reinforce key elements of the conversion path.
The entire experience was then integrated into Shopify with a flexible structure allowing the florist to more easily manage their collections, occasions, and products throughout the seasons. The new site also further highlights the human dimension of the brand, by showcasing the team and the artisanal approach that characterize Les Fleurs du Marché.
- +57%Sales
- +73%Conversion rate
- +195%Sessions
Results
A clearer online store that's more true to the brand
The new experience allows visitors to understand the florist's offer more quickly and to navigate more easily through bouquets and occasions. The site now acts as a natural extension of the in-store experience: clearer, smoother, and more aligned with Les Fleurs du Marché’s warm and authentic personality.
“Working with the Maze team was smooth, professional, and honestly inspiring. Their thoughtful, structured, and impact-driven approach gave us confidence from the start. Right from the first meetings, we felt they truly listened to our specific needs—both for our branding and the online customer experience.”
Les Fleurs du Marché
