The Brief

Interflora identified an opportunity to extend their presence into the emerging smart assistant voice market, aiming to give customers a seamless way to browse, order, and pay for flowers using only their voice. This initiative marked a pioneering step within the UK retail sector, positioning the brand at the forefront of conversational commerce.

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The challenge was to translate Interflora’s established brand experience into a voice-first environment, while maintaining clarity, trust, and ease of use. The client required a clean, on-brand visual system to support screen-enabled devices, alongside a streamlined, intuitive user journey that simplified the purchasing process.

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The final solution was designed to work seamlessly across Amazon Echo and Echo Spot devices, balancing voice interaction with subtle visual cues to enhance usability and create a cohesive, modern customer experience.

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The Role

I was commissioned to collaborate with Vocala and Interflora to evolve and adapt the brand for the Echo Show environment. My focus was on designing an intuitive, screen-based UI that complemented the voice-first experience—showcasing Interflora’s products clearly while supporting seamless navigation and decision-making.

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I worked to ensure the visual language remained consistent with the brand, while optimising layouts and interactions specifically for smart display devices. Creating visual elements to support the voice functionality, creating a cohesive, user-friendly experience that enhanced both usability and engagement.

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The Results

The Interflora voice assistant guides customers through the purchase process – making recommendations, providing advice and giving interesting facts along the way. At launch, the app saw a significant PR-driven boost with 25% more downloads than forecasted.