Despite their fifteen years in the online florist business, Roses Only were facing serious challenges with their online experience. It was time to revamp not only their main website, but their sister sites, Hampers Only and Fruit Only as well. In 2012, our team worked closely with Roses Only from initial research and strategy, prototype development and testing, through to a finalised visual design ready for development.
No matter where we looked on their site, we kept coming back to one critical issue: it was entirely built on top of a thirteen year old backend system (ROCS), built in-house by the IT department.
The problem with this system was twofold: The marketing department had a customer proximity and responsiveness issue - they couldn’t respond quickly to changing customer needs, as changing anything on the RO website required extensive changes by the IT department. And with 13 years of legacy code to support, the folk in IT had their hands tied. The limitations of ROCS were resulting in an exceptionally poor user experience for customers. Aside from poor load times, many interface decisions were being made on the basis of “that’s all ROCS can do”, rather than “that’s what’s best for customers”. The web was a different place thirteen years ago, and ROCS was holding Roses Only back.
Our first step was to get everyone on the same team. If the new site was to be successful, all departments within RO needed to forget about the years of friction caused by ROCS and start fresh.
To facilitate this, we ran a series of workshops with the Roses Only team to help them come up with a shared vision for the new site. As one big team, stakeholders from various departments explained their needs and concerns, and worked together to turn this into an agreed upon list of requirements for the site.