01 CASE STUDY OVERVIEW
Designing a seamless online florist experience.
Floral State is one of Perth’s leading boutique florists, known for beautifully curated floral arrangements and helping customers celebrate life’s biggest moments, from birthdays and anniversaries to weddings and corporate events.
As the business continued to grow, the team partnered with Clue to create a Shopify experience that better reflected the quality of the brand while supporting a wide range of customer journeys, seasonal campaigns and future digital marketing activity.
More than just a website, the project centred around creating a digital experience that made ordering flowers online feel effortless. From delivery logistics and fulfilment workflows to ongoing SEO, Google Ads and Meta campaigns, every decision was made to create a platform built for long-term success.
Client
Floral State
Industry
Retail
Expertise
- eCommerce
- Web & Experiences
Year of Completion
2025
Website
floralstate.com.au
02 The Challenge
Creating a seamless digital experience for a complex florist operation.
Floral State’s customers purchase flowers for every occasion, from birthdays and anniversaries to weddings, corporate events and moments that simply can’t wait.
Our brief was to create a Shopify experience that elevated the online shopping journey while supporting the many ways customers purchase flowers throughout the year. The platform also needed to provide the flexibility to support seasonal campaigns and future digital marketing initiatives.
The challenge was creating an experience that felt beautifully simple for customers while accommodating the complexities of a modern florist. Delivery zones, same-day cut-off times, fulfilment workflows, personalised gifting and seasonal product availability all needed to work seamlessly behind the scenes without adding friction to the customer journey.
03 Our Approach
Designed around real customers.
Before design commenced, we worked closely with the Floral State team to understand their customers, business objectives and operational requirements. Through stakeholder workshops, customer research, persona development and customer journey mapping, we identified how different audiences discovered, purchased and interacted with the brand across a range of occasions.
These insights informed every stage of the build, from the information architecture and navigation through to page layouts, content hierarchy and conversion pathways. Every touchpoint was intentionally designed to guide customers towards the right products while reflecting the premium quality and personal service Floral State is known for.
The website was built on Shopify, providing a scalable ecommerce platform supported by a carefully selected suite of Shopify applications. These integrations enabled the delivery logic, fulfilment workflows and operational flexibility required behind the scenes, while maintaining a seamless and intuitive shopping experience for customers.
04 The Outcome
A beautiful website built to perform.
The result is a beautiful Shopify website that reflects the premium quality of the Floral State brand while providing the flexibility and functionality needed to support a modern florist. From managing delivery logistics and fulfilment workflows to launching seasonal campaigns, the platform has become the foundation of Floral State’s digital presence.
Since launch, the website has delivered substantial growth in traffic, online orders and revenue, transforming Floral State’s digital performance. Built with long-term growth in mind, the platform has also enabled the successful rollout of ongoing SEO, Google Ads and Meta advertising campaigns, creating a strong foundation for continued business growth.
