Ecoflor Group

 

Ecoflor Group is an international flower import and production company, originally founded in Chile as a small retail business. As demand grew, the company expanded into the wholesale market, eventually acquiring a rose farm in Ecuador to optimize production. This rapid growth created the need for a scalable sales strategy, a stronger digital presence, and an internationally consistent brand identity.

The project focused on building a multilingual e-commerce platform, aligning brand positioning across global markets, and optimizing the user experience for both retail and wholesale customers.

Key phases

Empathize

Conducted market research to understand customer needs in both retail and wholesale segments. Analyzed purchasing behaviors, logistical challenges, and international market expectations.

Define

Identified key differentiators to position Ecoflor as a premium international flower supplier. Focused on branding consistency, multilingual accessibility, and seamless purchasing experiences tailored to each market.

Ideate

Designed the brand identity, including logo, color palette, and visual elements, to align with the company’s international expansion strategy. Developed structured product catalogs for different customer segments, ensuring branding coherence across Chile, Ecuador, Colombia, and the USA.

Prototype

Built a multilingual e-commerce platform using WordPress to support international sales. Implemented secure payment gateways and automated logistics for efficient order fulfillment.

Test and Optimize

Continuously monitored user interactions, optimizing navigation, checkout processes, and overall performance. Integrated social media strategies to enhance engagement and improve customer retention.

Process & Methodology

Research & User Insights
  • Conducted user research to understand the needs of wholesale and retail customers.
  • Analyzed competitor behavior and market trends in Chile, Ecuador, Colombia, and the USA.
  • Mapped user personas to define pain points and expectations.
Strategy & Information Architecture

  • Brand Positioning – Developed a cohesive international identity, balancing global consistency with local adaptability.

  • User Journey Mapping – Defined tailored experiences for wholesale and retail customers.

  • Content Strategy – Structured multilingual product catalogs and pricing models.

  • Navigation Optimization – Designed an intuitive interface to streamline product discovery and ordering.

UX/UI Design & Prototyping
  • Developed wireframes and high-fidelity prototypes using Figma.
  • Designed a clean, sophisticated interface that reflects Ecoflor’s premium floral offerings.
  • Implemented accessibility best practices to improve usability across diverse user groups.
  • Integrated a dynamic filtering system to allow users to browse by flower type, region, and availability.
Development & Implementation
  • Built on WordPress for scalability and easy content management.
  • Developed a multilingual website (Spanish, English, Russian) to cater to global customers.
  • Integrated a custom wholesale ordering system to streamline bulk purchases.
  • Implemented SEO best practices to increase international discoverability.
  • Utilized Jira & Confluence for agile project management and documentation.
Testing & Optimization

  • Conducted usability testing with wholesale and retail customers.
  • A/B tested checkout flows to reduce friction and improve conversions.
  • Iterated on customer feedback, refining product catalogs and order processing.

Result and Impact

  • +65% increase in international inquiries after the platform launch.
  • Reduced order processing time by 70% through automation.
  • Stronger global brand recognition with a unified design across four countries.
  • Higher engagement on digital platforms, leading to increased conversions.

Key Takeaways
  • Multilingual accessibility is essential – A localized approach increased engagement and conversions.
  • Wholesale and retail UX differ – Customizing the experience for each segment improved satisfaction.
  • Automation enhances scalability – Reducing manual intervention optimized efficiency and growth.

Next Steps
  • Expand direct-to-consumer e-commerce capabilities
  • Integrate AI-driven product recommendations
  • Enhance customer relationship management tools.
  • Improve SSL certificate configuration to eliminate security warnings in browsers and enhance our Best Practices score
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