Crocus Online gardening shop

Complex challenge

Flow was asked to design a site that significantly improved the browsing and buying experience from Crocus’s huge range of plants, garden tools and furniture.

Our elegant solution

A great looking site that increased sales and customer satisfaction. As ever, it emerged from a collaborative design process that involved real customers and internal stakeholders. Our informing thought was to design for different customer expectations. A deep dive into the needs and behaviours of Crocus’s gardener customers highlighted three distinct customer types. This was a great starting point.

Constraints and complexity can be triggers for great design. They drove our light bulb moment. It came when we identified Crocus needed a robust search tool, designed to support the needs of different customer types, matched against the different characteristics plants require in order to flourish (soil type, acidity, light, drainage and so on). That’s when we chose a faceted system, which was demonstrably elegant and easy to use.