my : : garden launched Weekly Fresh Flowers - a recurring subscription delivering unexpected botanical bouquets to homes and workspaces across Athens. The goal was to introduce people to floristry as an art form with rare, curated stems.

Overcoming subscription hesitation. Customers often worry about complicated commitments, delivery hassle, or repetitive designs. The challenge was making recurring floral delivery feel effortless, essential, and clearly distinct across three tiers (Regular, Signature, Luxury).

We designed a dedicated microsite and narrative funnel that stripped away subscription friction and turned doorstep delivery into an addictive lifestyle ritual:

• Clear 3-Step Decision Flow: We engineered a simple visual journey -choose bouquet tier (Regular, Signature, Luxury), pick subscription duration (1 to 12 months), and checkout seamlessly.

• Delivery Routine Framing: We built intent-driven delivery logic directly into the copy-Mondays tailored for corporate office resets, and Thursdays designed for home weekend prep.

• The "Bouquet Character" Concept: Instead of confusing flower counts, each tier was given an editorial personality highlighting mixed floristry techniques, scale, and rare varieties not found in typical retail.

• Proactive Trust & Frictionless FAQs: We tackled common hesitation points directly on-page-covering custom pause/skip options for trips, 2-week longevity care guides, and bi-weekly delivery alternatives.

PROJECT LINKS

• Online Service: Weekly Fresh Flowers Subscription