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Cvetam
Flower delivery where the customer knows the occasion and the budget, and nothing else
A flower shop catalogue entered by occasion and budget instead of by category, with card payments and same day delivery, in production since 2022.
- Sector
- Flower delivery
- Platform
- WordPress · WooCommerce
- Role
- Design & development
- Live
- cvetam.rs
Homepage · selected view
What the site holds
- 2 entrances to one catalogue
- 4 seasonal peaks a year
- 4 years in production on the same theme
- Catalogue entered by occasion and by price range, not by category
- Card payments through Banca Intesa alongside cash on delivery
The challenge
Nobody shops for flowers the way flower shops are organised
In brief
Product discovery for a florist in Belgrade.
A florist's catalogue is organised botanically. Roses, orchids, chrysanthemums, cut flowers, potted plants. A customer arrives with a completely different frame: a birthday, Women's Day, a slava, and a figure already in mind.
Same day delivery makes the mismatch expensive. Someone deciding at four in the afternoon does not have time to learn a taxonomy.
The approach
Two entrances to the same catalogue
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Enter by intent
The homepage opens with occasion and price range rather than with categories. A customer who knows only that they are buying for a birthday and roughly what they want to spend reaches a shortlist in one step.
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Keep the botanical structure underneath
Roses, orchids and potted plants still exist as real categories with their own pages, because those are the terms people search for. The intent filter sits on top of that structure rather than replacing it.
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Bring the products into the menu
The mega menu surfaces specific products inside each category, so the navigation itself does selling instead of only routing.
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Make payment unremarkable
Card payments through Banca Intesa run alongside cash and invoice, and the checkout does not treat any of them as the exception.
What changed
Every design decision here connects to a visible operational or editorial improvement.
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A shopper who knows only the occasion and the budget reaches a shortlist in one step
The botanical names are still there for the people who look for them, but they are no longer the price of admission.
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The same custom theme has run in production since 2022 across four seasonal peaks a year
A seasonal landing page is a decision inside the template rather than another rebuild, which is why the theme has never needed replacing.
Contribution
Platform, application layer, content model and maintainability are treated as one system
The stack supports the experience without becoming the story.
Cvetam
cvetam.rs
- Core platform
- WordPress · WooCommerce
- Theme
- Custom build, no page builder
- Commerce
- Occasion and price filtering · card payments · AJAX search
- Content
- Shop · magazine · seasonal landing pages
Next project
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Jewellery · WooCommerce
JC
Jewelers
A 527 piece catalogue where almost nothing is a standard product
- Focus
- Catalogue and custom orders
- Role
- Design & development
Start with the real constraint
Does your catalogue match how customers actually shop?
Share what the current workflow cannot do. We can begin there and define what the next version actually needs.
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