Sides of a marketplace
Customer ordering and florist supply designed as one system.
Bloomprint case study
Not a catalogue.
A brief.
A national flower delivery marketplace where the customer describes what they want and an independent local florist designs it. Customer ordering, florist supply and organic growth built as one product.
StrategyDesignDevelopmentSEO
www.bloomprint.com.au
Live marketplace
What this case study covers
01 / The brief
Sell a brief,
not a bouquet photo.
Online flower delivery usually means scrolling near-identical warehouse bouquets and hoping the photo resembles what turns up. Bloomprint works the other way around: the customer sets the occasion, the budget and their preferences, and an independent florist near the recipient designs to that brief from what is fresh that day.
That is a harder website. It needs an ordering experience that captures intent instead of a product ID, a supply-side product that convinces working florists to sign up, and enough of a search presence to sell a name nobody is looking up yet.
Brief builderCustom budgetsCheckoutDelivery schedulingFlorist onboardingOrder routingSubscriptionsLanding pages
Delivery cities live
Perth, Sydney, Melbourne, Brisbane, Adelaide and Hobart.
Pages built to be found
City, occasion, subscription and guide pages feeding one order engine.
02 / The experience
Four journeys,
one order engine.
www.bloomprint.com.au
03 / Every screen
The whole order works on mobile.
Flower orders often begin on a phone, so the brief, budget, delivery details and payment path were designed for the smallest screen first. The mobile journey is the product—not a compressed desktop checkout.
03steps from brief to paymentOne continuous mobile journey with the customer’s choices carried forward.
01Brief stays attached
04 / Both sides
One marketplace.
Two customers.
A customer journey that ends in a beautiful order is worthless if no florist wants to make it. Both sides were designed together, so what the customer is asked for is exactly what the florist needs to start work.
The customer
Describes the outcome and pays once—no catalogue, no surprises at checkout.
- 01Choose an occasion and the feeling behind it.
- 02Set the budget—a tier, or any custom amount from $65.
- 03Add favourite colours, dislikes, allergies and special requests.
- 04Pick the delivery date and write the card message.
- 05Pay once. Delivery is included over $100.
The florist
Gets paid work near the shop with the creative freedom to design it properly.
- 01Join free with a two-step store account.
- 02Receive fully paid local orders near the store.
- 03Take the ones that suit the week's stock and diary.
- 04Design from what is fresh instead of a fixed recipe.
- 05Deliver under the store's own name and brand.
05 / Pricing as a product decision
The budget is set before anything is designed.
Most flower sites reveal the real price at checkout. Here the customer names the amount—a tier or any custom figure—and that is what they pay, with delivery included over $100. It removes the biggest reason gift buyers abandon an order, and it gives the florist a firm number to design against.
Customer-set budgetsDelivery included over $100No checkout markupA firm brief for the florist
www.bloomprint.com.au/pricing
06 / Built to be found
A new brand needs pages people are already searching for.
Nobody searches for a marketplace that launched last month. They search for flower delivery in their city, for a subscription, for Mother’s Day, or for a comparison of who is actually any good. The content and landing page structure was built around those searches from the first sprint, not bolted on later.
City landing pagesOccasion pagesComparison guidesInternal linking
www.bloomprint.com.au/articles
07 / Front doors
Many ways in.
One way to order.
Each page speaks to a different search, then hands the visitor the same order builder—already framed around their city, their occasion or the way they want flowers to arrive. New front doors can be added without rebuilding the thing behind them.
Cities
- Flower Delivery Perth↗
- Flower Delivery Sydney↗
- Flower Delivery Melbourne↗
- Flower Delivery Brisbane↗
- Flower Delivery Adelaide↗
- Flower Delivery Hobart↗
Occasions
- Birthday Flowers↗
- Valentine's Day Flowers↗
- Mother's Day Flowers↗
- Send Flowers from Overseas↗
Recurring & business
- Flower Subscription↗
- Corporate Flower Subscriptions↗
- Pricing↗
- For Florists↗
- Affiliates↗
Guides
- Best Flower Subscriptions Australia↗
- Best Flower Delivery Perth↗
- Best Flower Delivery Sydney↗
- Best Flower Delivery Melbourne↗
- All Articles↗
08 / SEO growth
3 months.
68% growth.
Organic clicks grew 68% in three months. City, occasion and guide pages gave a new brand more ways to meet customers already searching for flower delivery.
Your SEO findingsYour business · this cycle
Ranked- 01
Recommendations
Ranked by impact and cost.
- 02
Experiments
What each change earned.
- 03
Foundations
23 checks: pass, warn or fail.
- 04
Trend analysis
Where your search traffic is heading.
09 / Common questions
Website project questions.
Can you build something like this for my business?
Yes. We reuse the thinking and proven patterns, not another business's design. Your website or system is scoped around your customers, operations and commercial goals.
Do I need a detailed brief before getting in touch?
No. A website URL and a plain-English explanation of what is taking too much time or not working well are enough to start.
Can you connect the website to our existing systems?
Usually. We can connect websites with CRMs, inventory systems, email tools, payment platforms and other software where suitable integration options are available.
How much does a project like this cost?
It depends on the customer journeys, operational tools and integrations involved. We define the smallest worthwhile first release and provide a clear scope before development begins.
Start with the busywork
What is manual admin actually costing you?
Tell us what gets copied, chased or checked each week. We'll help you find the simplest worthwhile place to begin.