Overview 🔍 Prince’s is a family-owned business established in 1966, comprising two key divisions: the Flower Department and the Landscaping Department. The company serves an extensive clientele, including prominent organizations such as the National Environment Agency (NEA) and Singapore Airlines. As the designer for the Flower Department, I managed the e-commerce platform and collaborated closely with the marketing department. My primary focus was driving online sales performance and to achieve quarterly sales targets through strategic marketing campaigns, design improvements and user experience optimization (In 2016, UI/UX design had yet to gain traction as a discipline. At the time it was simply known as "website design".) Problem 😠 • The e-commerce website was not mobile friendly, outdated and lacked modern design standards. • Customers frequently encountered payment issues due to back-end limitations that sometimes resorting to unsafe phone transactions to complete purchases. • The company faced increasing competition from industry peers offering more visually appealing and user-friendly websites. Contribution 🤝 • Participated in the website migration of transferring and organizing large volumes of data. • Together with a third-party developer, we designed the site architecture and developed detailed sitemaps to streamline navigation. • Optimized the payment flow by offering customers easy online payment options (Visa, Mastercard, etc). • Together with a freelance copywriter, we developed and refined copy across categories and product pages, improving both customer experience and SEO performance. Impact 🚀 • Streamlined site navigation made it easier for customers to find products and information. • Improved checkout efficiency, reducing payment errors and abandoned carts. • Improved SEO performance. • Increased in sales by almost 3x of target during Valentines Day 2017. Initial target was $50,000.