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Joss Aguilar

2022 BLOOMBOX CLUB FRANCE

2022 BLOOMBOX CLUB FRANCE

Project Overview:

Bloombox Club, a plant subscription eCommerce brand, expanded into the French market. The challenge was to localize the UK experience for France—not just in language, but in aesthetic, cultural preferences, and customer expectations around delivery and product care.

Expanding into the French market, required deep localization in language, aesthetic, and customer experience. Our approach went beyond translation, embedding cultural relevance into every touchpoint of the French user journey.

Key Achievements:

  • Implemented mobile-first layouts and improved product taxonomy to align with French shopping habits.
  • Reduced bounce rates by 18% within 3 months post-launch.
  • Led full translation and UI copywriting to balance clarity with brand tone.
  • Optimized checkout flow for local payment methods and delivery expectations.
  • Coordinated design, dev, and content teams to launch high-conversion landing pages.

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1. User Persona

User Persona
Name: Camille Dubois
Age: 31
Location: Lyon, France
Occupation: Urban Planner
Tech Behavior: Shops via mobile and desktop, values detailed visuals
Lifestyle: Plant enthusiast, interested in mindfulness and home aesthetics

Pain Points:

  • Frustration with websites that feel like direct English translations
  • Wants clear info on plant care, delivery conditions, and subscription flexibility

Goals:

  • Find unique indoor plants with care instructions in French
  • Subscribe easily with confidence in the service

2. UX Research and Findings

Research Goals:

  • Discover how French users approach plant subscriptions
  • Evaluate expectations for support, content tone, and trust features
  • Identify navigation or visual content barriers in the localized site

Methods:

  • User Interviews: Targeted plant buyers in Paris and Lyon to understand emotional buying triggers
  • Card Sorting: Tested new French menu labels for clarity and relevance
  • Click Tracking: Measured drop-off points during subscription setup
  • Survey: Focused on confidence in delivery, trust in quality, and comprehension of care content

Key Findings:

  • French users are highly visual; lifestyle imagery needs to feel local and aspirational
  • Subscription terminology ("abonnement") needs clear explanation and reassurance
  • "Livraison" and "retours" sections were priority trust areas
  • Plant care guides were more valued than expected—needed in-depth yet simple French

3. UX Design Contributions

  • Navigation Redesign: Rebuilt the site nav using French user logic, favoring plant types and care levels over brand-centric categories

  • Subscription Funnel Optimization: Simplified the onboarding flow for French users, explaining each step and payment structure in localized terms

  • Imagery Curation: Helped source and direct more regionally relevant product imagery (e.g., Parisian apartments, French interior design cues)

  • Trust-Building Elements: Designed custom blocks explaining shipping, returns, and subscription cancellation—all in clean, digestible formats

4. Localization & Translation Work

  • Localization & Translation:
    Full-Site Translation: Managed translation of product names, care instructions, and CMS pages into idiomatic French—not literal or machine-translated

  • Tone & Voice Adaptation: Shifted tone to be slightly more elegant and minimalist to match French market preferences

  • Legal & Delivery Localization: Rewrote T&Cs and delivery policy in French, aligning with EU/France legal standards and delivery expectations

  • SEO & Keyword Localization: Helped adapt meta content to French search behaviors (e.g., using “plantes d’intérieur” over “houseplants”)

5. Results

Results:

  • 32% increase in add-to-cart rate post-localization
  • 40% more time spent on plant care pages (French version)
  • Positive user feedback on transparency and ease of use