Bloom & Wild
Bloom & Wild is a UK-based flower delivery company known for pioneering "letterbox flowers" — bouquets designed to fit through standard letterboxes, eliminating the need for someone to be home for delivery. They operate primarily online and through their mobile app, offering a seamless ordering experience. The company offers next-day delivery in the UK, Ireland, France, Austria, and Germany. Adrian worked as a Senior Frontend Engineer on the checkout squad, where the shopping cart, checkout, and payment experience are critical to the business, requiring a clear and distraction-free path for customers. The team used Angular 14+ for frontend and Ruby for the backend, with a squad of 3 frontend, 2 backend, 1 tester, and 1 PM.
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Key Outcome
Seamless checkout driving conversions across 5 countries
Technologies Used
Frontend
Backend
Testing & QA
Deployment & Infrastructure
Payments & Integrations
The Challenge
Bloom & Wild needed to continuously optimize its multi-brand, multilingual checkout experience across five countries, integrate multiple payment methods, and maintain pixel-perfect designs — all while mentoring junior developers and shipping with confidence.
Our Solution
We implemented A/B experiments to drive checkout conversions, integrated Apple Pay, Google Pay, and PayPal alongside card payments, built add-on and greeting card features, and ensured everything was thoroughly tested with Cypress E2E and Jest unit tests. AWS deployments via GitHub Actions kept the release cycle fast and reliable.
Key Features
Benefits
💛 What We Love About This Project
The letterbox flower concept — a genuinely innovative idea that solved a real delivery pain point.
The multi-brand, multilingual architecture serving five countries from a single codebase.
How the checkout experience was treated as a core product — distraction-free and optimized through real A/B experiments.
The team culture of mentorship — senior engineers actively grew the next generation of developers.
Pixel-perfect design execution that maintained brand beauty at every step of the checkout.
🤝 What We Appreciate About Our Client
Their genuine focus on sustainability and responsible flower sourcing — values that went beyond business.
The trust they placed in the checkout squad to own such a critical part of the business.
Their commitment to a digital-first, beautifully designed experience that customers love.
The collaborative culture across squads — every team worked towards the same goal.
Challenges We Faced
Collaboration in a dynamic multi-squad environment
Working effectively within a team of 3 frontend devs, 2 backend devs, 1 tester, and 1 PM — part of a larger organization of ~15 developers. Coordinating across squads while keeping the checkout experience consistent.
Quality assurance in a multi-brand, multilingual environment
Ensuring shipped code met high quality standards, underwent thorough testing, maintained security, and avoided disrupting existing functionality across multiple brands and languages.
Comprehensive E2E and unit testing
Implementing reliable E2E Cypress and unit Jest testing methodologies to maintain confidence in every deployment across the checkout flow.
Mentorship and team growth
Providing tutoring and training to mid-level developers, helping them grow technically while maintaining team velocity and code quality.
Recruitment and team building
Conducting interviews with potential developer candidates to ensure the right technical and cultural fit for the team.
Edge cases across diverse payment methods
Handling complex edge cases across Card, PayPal, Apple Pay, and Google Pay payments — each with their own quirks and integration requirements.
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