Prior to his retirement in May 2025, CEO James McCann introduced a strategic initiative to unify the eleven incorporated brands under the 1-800-Flowers umbrella into a single, destination gifting platform: Celebrations.
The vision centered on creating an approachable, emotionally resonant brand experience rooted in the sentiments
we share through connection and care.

 

I served as the sole UX designer on the project, working closely with the CTO, CMO, and VP of Digital to scope timing and evaluate the design evolution. I translated the brand vision into cohesive, user-centered experiences across key page templates, establishing tone through color, typography, photography and copy. My work included defining interaction patterns and product customization flows; coordinating with Enterprise creative teams to assess features not yet included in the design library; routine check-ins with engineering teams; and extensive QA.