Case Study: Floward optimizes the gifting journey with Digital of Things

Floward optimizes gifting journeys with Digital of Things through 20 moderated usability sessions

Floward, the Middle East's leading online flowers and gifts platform, faced a challenge in understanding user behavior and pain points within its new checkout interface. To optimize the UI/UX and increase product adoption, they partnered with vendor Digital of Things for user research and experience strategy.

Digital of Things conducted moderated usability testing with 20 participants across multiple markets. Their research identified key blockers, such as a problematic error pop-up, and provided strategic recommendations. The impact included a clear roadmap to reduce cognitive load for new users, strengthen brand trust, and align internal stakeholders on high-impact optimizations.

Floward