FTD MercuryHQ | Transforming Legacy “Telegram-Era” Tech into a Modern SaaS Platform
Ecosystem Integration • SaaS Product Strategy • B2B Digital Transformation
Role: Design Lead – Product, UX & Creative Operations
Impact: $2M in annual Savings, 85% faster onboarding, Scalable ops foundation
When Legacy Tools Become a Competitive Liability
FTD’s merchant network relied on "telegram-era" message-based legacy technology that was fragmented and difficult to navigate. For a global network of 10,000+ florists, this meant high technical debt, a high learning curve, and an inability to compete with modern e-commerce giants.
Florists struggled with
• Message-based ordering that obscured context and caused costly errors
• Inconsistent UI patterns that slowed work and increased support volume
• Limited to no mobile support during time-sensitive fulfillment moments
• A one-week training curve across varying levels of technical skills and comfort
At the same time, florists were under increasing pressure from Amazon, DoorDash, UberEats – platforms built for speed, clarity, and automation.
The Challenge: Modernize the platform without breaking existing workflows – and create a scalable foundation for the future of florist operations.
From Legacy Patchwork Tools to a Unified Command Center
I led the end-to-end redesign and operational transformation of MercuryHQ – reimagining it as a centralized SaaS command center for florist operations. This wasn’t a UI refresh. It was a systemic rethink of how orders, communication, delivery, and decision-making should work together in real time.
Strategic Pillars
Legacy-to-SaaS Transformation
• Audited high-friction workflows across ordering, fulfillment, and support
• Replaced message logs and coded tags with structured order data
• Designed a responsive, role-aware dashboard optimized for speed and clarity
Logistics & Platform Integration
• Partnered with Engineering to integrate real-time APIs (DoorDash, UberEats)
• Gave local shops last-mile delivery capabilities previously reserved for global platforms
Design Governance & Language
• Established a unified design system and natural-language framework
• Introduced natural-language terminology to reduce cognitive load
• Bridged technical complexity for a multi-generational user base
Research & Validation
• Collaborated with 20+ florists across regions and business models
• Mapped end-to-end workflows, seasonal pressures, and failure points
• Audited POS, e-commerce, and delivery tools to identify UX gaps and best practices
• Analyzed support tickets and order lifecycle data to prioritize redesign efforts
• Built a modular UI system adaptable to shop size, role, and operational complexity
“I finally feel like this platform was made for my shop.”
The Experience: Turning Messages into Meaningful Systems
Dashboard
• Task-oriented hub showing pending, in-progress, and completed work
• Priority indicators and communication context at a glance
• Designed to reduce cognitive load during peak seasons
Orders, Reimagined — Messages ≠ Orders. Orders = Orders.
Legacy message threads using tags like “ASK” and “ANS” were replaced with true order records – complete with editable fields, real-time status, embedded messaging, and a single source of truth.
Order Management
• Centralized orders view with filters, previews, and quick actions
• Clear visual hierarchy for priority, timing, and risk
• Streamlined quoting for high-volume periods
Create Order Flow
• Guided, step-by-step experience with real-time validation
• Autocomplete and suggested messaging to reduce errors
• Visual sidecar showing order assembly as it’s built
Payments & Delivery
• Secure payments with automatic calculation and validation
• Delivery tools including map view, routing, confirmation, and proof capture
Buttercup is an AI assistant built directly into MercuryHQ to eliminate repetitive coordination across florists, drivers, and support.
• Sends automated order confirmations and delivery updates
• Guides resolution of common fulfillment issues
• Manages real-time changes during delivery windows
• Reduces support volume by handling high-frequency, low-complexity tasks
“I used to avoid the old system. Now I actually enjoy using this one.”
Results & Impact: Operational Design With Measurable ROI
Performance
• Launched in under 6 months
• 85% reduction in training time – from one week to one day)
• 2.5× increase in POS conversion rate
• $2M projected annual operational savings
• First florist membership growth in over a decade
Engagement
• Device usage: 79% desktop, 20% mobile, 1% tablet
• Top pages: Dashboard (330k+ views), Orders (104k+ views), Settings (4k+ views)
Continuous Improvement
• Leveraged FullStory and real‑time analytics to monitor engagement during peak seasons (Valentine’s Day, Mother’s Day).
• Identified friction via rage clicks, dead clicks, and abandonment
• Shipped rapid improvements to messaging, validation, navigation, and calendars
Cross-Functional Momentum
• Aligned QA, PM, engineering, and support teams using insights from user research and analytics.
• Managed 12+ workstreams to deliver a unified, scalable platform.
• Strengthened florist retention and re-engagement by solving tangible, operational pain points and setting the stage for B2B and e‑commerce expansion.
Why This Matters
MercuryHQ wasn’t just a redesign—it became the operational backbone of the FTD ecosystem.
By modernizing systems we:
• Reduced technical debt and support burden
• Increased florist retention by solving daily operational pain
• Created a scalable foundation for B2B, e-commerce, and future integrations
Great experiences don’t scale without great systems.
MercuryHQ shows how design-led operational strategy drives efficiency, resilience, and growth.
