Blumeo: local florists, one tap away.

Overview

Blumeo is a marketplace where customers in Freiburg im Breisgau discover bouquets from local florists, order for same-day delivery and track their order, in German or English.

Florists get a simple dashboard to manage products and orders, and an admin team keeps quality high by reviewing new shops and reported products.

The problem

Freiburg’s independent florists are almost invisible online, so customers default to national chains.

Customers have no single place to compare local shops, small florists sell over the counter or via Instagram DMs, and a marketplace needs a clear way to vet new shops.

Research & personas

Guerrilla interviews with Freiburg residents and conversations with three local florists, plus a review of how people buy flowers online today.

Two personas anchored every decision: Anna, a last-minute gifter who wants to buy local, and Petra, a florist who just needs to see today’s orders.

The solution

A four-step funnel (product, cart, checkout, confirmation) with a delivery date and 2-hour window, plus live order tracking. Every product card shows the florist, keeping local origin visible.

German by default, English when you need it: every key screen exists in both, with localized currency and dates. Filled buttons use a deeper Green 700 so white text passes WCAG AA.

Outcomes

A complete, bilingual design system and ~70 screens across three roles, plus a clickable prototype covering the full purchase funnel and florist and admin tasks.

A clear developer handoff: tokens, component contracts and translation keys.

What I learned

Next, I’d validate the seller dashboard with real florists, measure drop-off between cart and checkout once live, and explore subscriptions, weekly bouquets from a favourite florist were the most requested idea.