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Work

Mashmoom

NDA

A Shopify theme for a Dubai florist: a storefront that draws the bouquet beside a 75 cm console table, opens it over seven days and writes the card and the delivery time before it asks for money.

Built for a client under NDA. We can't reveal the brand, so the name and identity you see here stand in for theirs.

  • NDA
  • Flowers
  • Online Store 2.0

Mashmoom, Dubai theme preview: the home page, starting with the video banner.

Challenge

Mashmoom ties its bouquets by hand in an Al Quoz studio and sends them across Dubai the same day, from AED 380 a week to AED 1,450 for a vase. Flowers are bought for a person and an hour by someone who cannot smell them, cannot judge their size from a photograph and never sees how they open. The old site sold them the way a gift shop does: a size written S, M or L, a photograph of the bouquet at its peak, a delivery cut-off in the small print and a card sold as a product of its own.

  • Sizes were three letters with no measure, so nobody could tell what would stand on a console
  • The photograph showed the bouquet at its best, never what arrives or how it opens over the week
  • The 4 pm cut-off sat inside a description, and prices came without their currency
  • A card in Arabic meant filling in a contact form after the bouquet was already in the bag

The brief was a theme that says how big, shows how it opens, and writes the card and the delivery time before it asks for money.

How we worked

01 Discover: What a shopper needs to know before paying for flowers she can't smell, touch or see open

02 Define: Three proto-personas and the journey from "order by when?" to a card written by hand

03 Design: Wireframes first, then the storefront, section by section

04 Optimise: The product page, the bouquet day by day and how we'd test them

01 · Discover

The order slip

The brief, pinned to the bench like the first order of the morning, and three people we tied it for.

Mashmoom, Dubai

The brief

Sell a same-day bouquet to someone who can't smell it, can't judge its size from a photograph and never sees how it opens, and make the card feel written, not printed.

  1. Every price says AED and includes delivery; the 4 pm cut-off is the first line on every page, not a note inside a description.
  2. Sizes are stems and centimetres, drawn beside furniture, never S, M and L on their own.
  3. The bouquet is shown over seven days, closed to full, with what to do each day: no peak-bloom photograph passed off as what arrives.

02 · Define

The cold room

Five moments between wanting to send flowers and sending them, one bucket each, with the doubt on the tag and the answer under it.

The Sidr bouquet in a glass vase, on the day it arrives

From "order by when?" to a card written by hand

  1. Discover: yellow and white chrysanthemums and roses in steel buckets under a tall window

    The late remember-er

    Discover

    DoubtIs there still time to send something today?

    AnswerThe announcement bar answers first: order by 4 pm, with them by 10 pm, across Dubai.

  2. Browse: pink roses in steel buckets beneath a window

    The host

    Browse

    DoubtWhat does a medium bouquet look like on my table?

    AnswerEvery bouquet shows its stems, its height and width, and the day it will be full.

  3. Choose: yellow and cream roses in buckets, with a doorway behind them in warm light

    The host

    Choose

    DoubtWill it be open for Thursday, or still closed?

    AnswerA slider plays the bouquet from closed to full over seven days, with what to do on each one.

  4. Write: orange and peach roses in steel buckets, with white gladioli standing behind them

    The daughter abroad

    Write

    DoubtWill they write my words, in Arabic, by hand?

    AnswerThe card takes any language, shows it in handwriting before you pay, and costs nothing.

  5. Send: cream roses in steel buckets in front of tall eucalyptus in the warm light

    The late remember-er

    Send

    DoubtWhat do I pay, and when does it arrive?

    AnswerOne button carries the price and the time: Send it today · AED 650, delivery included.

03 · Design

The hand-tie

Ten stems, ten sections, gathered one at a time into a single spiral: wireframe first, then the storefront.

Home page, Online Store 2.0 · 10 sections. Ten sections, from the cut-off line to the footer, each one the team can move, edit or switch off in the theme editor. Wireframes first, then the design. The home page as ten stems on a bench, gathered one at a time into a bunch: from the announcement bar to the footer. Each stem's tag is drawn as a wireframe and then as the finished storefront section.

  1. Announcement barMashmoom The cut-off and the seven-day promise: two statements, no countdown.
  2. HeaderOlive Six links with The Weekly among them, the wordmark in both scripts, and the Arabic site one tap away.
  3. Video bannerGarden rose Hands wrapping a bouquet in the studio this morning; one line and one button: send flowers today.
  4. Collection listLisianthus Four ways to send them, each with its price under the name: hand-tied, rose box, vase, weekly.
  5. Featured collectionRanunculus This week's four hand-ties and two pieces, each with its recipe, its price and the day it is full.
  6. Image with textEucalyptus Conditioned overnight: why it leaves closed and opens in the vase, told over the cold room.
  7. MulticolumnWaxflower Sent properly: the handwritten card, the 4 pm cut-off and the seven-day promise, one line each.
  8. Blog postsHydrangea Three notes: why we send them closed, the story of mashmoom, seven days of care.
  9. NewsletterDahlia A letter each season: what's in, what's next, no codes.
  10. FooterRuscus Shop, studio, care and help, with the Arabic wordmark and AED in the corner.

04 · Optimise

The pins

Six pins through the ribbon, one for each decision on the product page.

The product page, decision by decision. Flowers are bought for a time and a person, by someone who can't touch them. Each number marks a decision on the product page and the reason for it.

The Sidr hand-tie in its unbleached paper and ivory satin ribbon: blush garden roses, white lisianthus, silver eucalyptus and a sprig of mashmoom

  1. AED 650, VAT and delivery included, under the name and a recipe in plain words.

  2. S, M and L each say their stems and price; the chosen size says how tall and how wide it stands.

  3. A seven-day scale says it arrives closed and is full on day 5, with the seven-day promise beside it.

  4. A real field for the message, free and in any language, before the button instead of after checkout.

  5. Order by 4 pm: with them today, 5–10 pm. One line, where the doubt is.

  6. Send it today · AED 650 is the only filled button; the weekly bunch is an outline and the studio a plain link.

Mashmoom, Dubai product page buy box, six numbered decisions: 1. The price with delivery in it; 2. Size in stems and centimetres; 3. How it opens; 4. The card, by hand; 5. The cut-off, plainly; 6. One filled button.

04 · Optimise

Day by day

Three steps from the theme, in order: choose a size and see it beside a console, watch it open over seven days, then write the card and see when it arrives.

Step 1: Size

M · 25 stems · 55 cm tall, 38 cm across. Drawn to scale beside a 75 cm console and a 30 cm vase
Drawn to scale beside a 75 cm console and a 30 cm vase

M · 25 stems · 55 cm tall, 38 cm across

AED 650VAT and delivery included

Step 2: Day by day

Sidr: Blush garden roses, white lisianthus, silver eucalyptus and a sprig of mashmoom

Drag to open it, or use the arrow keys

Day 1 · Closed, as it left us. Recut 2 cm and give it cool water.

Step 3: The card

Free · any language · emoji drawn in0 of 220

Your words, in our hand

Order by 4 pm Dubai time: with them today, 5–⁠10 pm

Across Dubai · Abu Dhabi and Sharjah next day

Design tokens

The paper drawer

Six papers, three faces and the buttons, as they sit in the studio.

Colour

Headings & wordmark · Italiana

Tied by hand this morning.

Interface & prices · Manrope

Sidr · 25 stems · AED 650

Arabic wordmark · Amiri

مشموم

Components

Send it today · AED 650; Send one every week · AED 380

AED 650 Order by 4 pm, with them by 10 pm

04 · Optimise

Three deliveries

The first three things we'd test after launch, written like the notes that go out with the courier.

How we'd test it. And what each one has to prove.

  1. Delivery1of 3

    If
    every bouquet card shows its stems, its height and the day it is full
    Then
    more shoppers who open a bouquet add it to the bag
    Because
    the host can see what fills her table, and when
    Metric
    Add-to-bag rate from the product page
    Guardrail
    Refunds for the wrong size

  2. Delivery2of 3

    If
    the day-by-day slider sits above the button and says it arrives closed
    Then
    fewer orders end in an "it arrived closed" message
    Because
    the shopper knows it opens by day 3 and is full on day 5
    Metric
    Messages about bloom on arrival per 100 orders
    Guardrail
    Product page conversion rate

  3. Delivery3of 3

    If
    the button and the line above it carry the delivery time worked out from the 4 pm cut-off
    Then
    more same-day orders are placed between noon and 4 pm
    Because
    the late remember-er sees there is still time today
    Metric
    Share of same-day orders
    Guardrail
    Deliveries after 10 pm
Next case study Vaudrey A Shopify theme for a Geneva watch house: a storefront that prints the price, turns the watch to its movement, and writes your place in the register before it asks for a deposit. Read the case study

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