Wild Tribe

SCOPE

Branding

UX/UI Design

Low Code Automation

INFO

Feb 2022 - Jan 2023

ROLE

Rebranding a local florist as an upscale flower delivery subscription business. Building a website with fully automated CRM & fulfillment functionality.

Overview

CONTEXT

Founder Charlie Radka saw a competitive advantage in transforming her floral business from a custom order storefront to a subscription service. Nearly all cut flowers in the U.S. are sold wholesale. A subscription model with seasonal arrangements would minimize the cost of goods sold, streamline operations, and increase quality and shelf life by more strategically aligning with the wholesale purchase point. With this transformation, Charlie envisioned scaling Wild Tribe Botanicals to the national level.

CHALLENGE

Design considerations and challenges centered around appealing to a target market consisting of households in the upper to upper-middle income brackets with either primary or secondary residence in the Miami - Ft. Lauderdale area. The new Wild Tribe Botanicals had to present a familiar experience to customers while standing out from the competition as a boutique service. On the back end, there was no plug-and-play solution that could sufficiently create a frictionless experience for an empowered customer.

SOLUTION

I reimagined the Wild Tribe Botanicals brand by finding the visual middle ground between scientific drawings of flowers and a free-spirited Bohemian aesthetic. The new website uses understated colors and bold typeface, lending itself to a modern, fresh, and visually pleasing design that puts flowers at the center stage to communicate a premium product without unnecessary frills. From checkout to account management, the user experience is fast and upfront, allowing customers to pause their subscription easily. Custom low-code integrations automate CRM emails, integrate abandoned cart tracking and retargeting, process customer invoicing, and generate weekly fulfillment sheets.

Overview Research
Process CRM Automation
Outcome

Research

DISCOVERY

I interviewed Charlie to complete a creative brief and worked with her to audit the WTB brand. We identified our target market of family households earning over $200K based on her prior experience and a broad survey of the online marketspace. My rebranding objective centered on three goals:
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• Creating a visual language that is sophisticated without being stuffy.
• Communicating the penalty-free subscription model clearly.
• Demonstrating superior product quality and freshness.

COMPETITOR LANDSCAPE

Flower subscription sales have grown exponentially faster than the rest of the direct-to-consumer flower gifting industry. We compared other online retailers based on their product offering and market share, identifying six major competitors. In 2022, Bouq’s sold the most flower subscriptions in the U.S. by offering single-purchase items and retargeting their customers. In contrast, UK-based Freddie’s Flowers offers subscriptions only and raised $60M in Series A funding. Bouq’s identity was classy and elevated while Freddie’s was casual and organic. We decided to position Wild Tribe’s brand somewhere in between.

UX TAKEAWAYS

Freddie’s success indicated many advantages to a business model and user experience based on simplicity. They sell a single product on a minimal landing page with a few photos and a direct CTA. Onboarding takes only three screens to create an account, choose weekly or monthly deliveries, and complete a purchase with a valid address in the UK.

Freddie’s likely left address validation as the last step in order to collect user data for expansion. This opaque UX decision contradicted Wild Tribe’s ethos of complete transparency. I decided to communicate the service area and check delivery ZIP codes ahead of account creation.

Overview Research
Process CRM Automation
Outcome

Process

PROJECT MANAGEMENT

The scope of this project grew significantly from our initial conversations through the competitive and technical research. Therefore, my first step was to create a comprehensive project management home base in Notion, where I could document everything from tasks to tools, bookmarks, and assets.

Additionally, I wanted to involve Carol as much as possible and enable her to track my progress as well as write the website copy.

COLOR & TYPE

A light and limited color palette allows the flowers to take center stage. Heavy headlines and black buttons provide structure to guide towards conversion.

UI DESIGN

First, I wireframed the home, product, and about pages before designing the UI based on our chosen type and colors. Black, gray, and copper-pink colors accents relate an upscale feeling while doodles and hand drawn illustrations keep the brand casual. The heavy headlines bring an almost fashion-like, luxury balance to the whimsical illustrations.

UX DESIGN

With the final designs approved, I wireframed the checkout UX and account management to improve upon Freddie’s example.

First, we check the customer’s delivery ZIP code before asking them to create an account. They have the choice to stay tuned for future availability. Once they create an account, we collect their email for abandoned cart functionality and re-targeting.

As soon as a user completes payment, they’re redirected to their logged-in account page and receive an automated confirmation email. The user account UX prioritizes ease of subscription management and cancellation over trying to retain customers through UX friction.

Context Research
Process CRM Automation
Outcome

CRM Automation

DEVELOPMENT

There was no plug-and-play service that covered all our needs so I tested various membership, payment processing, and CRM services. I chose a combination of Webflow, Memberstack, MailChimp, Make.com, Stripe, and Google Sheets as the best and lowest-cost solution.With the tech stack chosen, I created a chart that served as a crossover between a UML map and a collection of user stories which detail services used and how they interact through web hooks and Low Code integrations.

ONBOARDING

I used Webflow to build the site and a Memberstack for customer account management and onboarding. Between account creation and successful payment completion, Make.com scenarios create temporary and permanent databases to support CRM and the user’s account management.

EMAIL

I designed HTML & CSS emails and set up a Microsoft 365 account with all the necessary server-side certificates to ensure 99.5% email deliverability. Then I set up scenarios to deliver automated emails when a user signs up for a paid plan, pauses a subscription, and cancels their account.

FULFILLMENT

Every Friday, a Make.com scenario retrieves all paid invoices and generates a fulfillment spreadsheet so that Carol can ship every following Wednesday. She can then manage packaging and forward the list to Roadie, her shipment provider. A Roadie courier then picks up all orders and brings them to their distribution center, where they are shipped to the customer the same day. A tracking email is dispatched to the customer as soon as their flowers leave the Roadie distribution center.

Overview Research
Process CRM Automation
Outcome

Outcome

CONCLUSION

The new website communicates Wild Tribe’s subscription offering and business ethos clearly. New members go on a straightforward customer journey that gives them the ability to back out or cancel any time before charging their card. At the same time, it only takes 4 steps to reach the point of purchase.