The Challenge

1-800-Flowers.com, Inc., a $2 billion U.S. retailer, needed to recruit 7,500 seasonal employees ahead of their busy holiday gift season. To achieve this, we had to overhaul the Careers section of their corporate website to ensure that prospective candidates could easily apply for open positions.  

My Role

I worked closely with a 5-person team, spread across 2 global offices, that included:

• Visual Designer: Daria Kalyta

• Developer: Mihir Patel

• Account Director: Luke Bishop

• Client Service Manager: Ariana Godles

• Project Manager: Matt Eidschun

Over a 2-year engagement period, my responsibilities were to conduct research, lead stakeholder workshops, develop the site architecture, and create wireframes.

My Approach

To meet a tight initial deadline for the Careers section, I developed wireframes for both a single, long-scroll landing page (to be used for the first phase of the redesign) as well as five interior content pages (to be used for the second phase of the redesign).

In parallel with the Careers section, I conducted outside research that included a competitive analysis of five peer companies and a review of existing website analytics.

Through this research, I identified key digital opportunities that helped us grow an initial 1-page scope into a 50-page website redesign project.

The Solution

Establishing upfront guidelines for the sitemap, navigation, and style guide helped us create a consistent framework to build the site section by section. We were able to design and develop the Careers, Media, About Us, Investors, and ESG sections at different times throughout the year without breaking the design or duplicating our efforts.

With each section update, the client strengthened their corporate narrative, applying new content to a fresh, modern design that more accurately reflects their focus on technology and strong position in the market.

There has been a 47% increase in traffic year over year, a 30% increase in pages viewed per session, and a 71% increase in average session duration, indicating that the updates are drawing more engaged visitors to the site.

Final product: 1-800-Flowers.com, Inc. Corporate Website

Lessons Learned

This project required a flexible and imaginative strategy to accommodate a section-by-section build without sacrificing a consistent site structure or design.

Close collaboration with the project’s main designer, Daria Kalyta, helped me envision a completed final product that we used as a blueprint to build each section separately.

With the blueprint in place, I made content recommendations that aligned with the client’s main business objectives and also met the resource and timing requirements of the project.