Harry & David has launched a newly designed ecommerce site for both mobile and desktop, with the latter accounting for 50% of the brand’s online traffic as online buying continues to shift there.

The company, owned by 1-800-Flowers.com, upgraded its mobile optimization, including improved page load speed, a critical factor. It also improved visual navigation for mobile, with large “shop by price” buttons and streamlined department and category pages.

“Throughout this process we also focused on incorporating beautiful aesthetics to highlight the beauty and quality of the products,” said Oscar Castro, Vice President of Digital Commerce for Harry & David.

Castro the photography incorporated a new color palette and styling, as well as larger images. The website is now full-width, enabling more comprehensive storytelling.

There were also enhancements to the mobile checkout process, including streamlined shipping and payment forms.

Castro said the redesign was a continuation of a journey to make it easier for customers to shop with Harry & David. Last year, he said, the company launched a new look and user experience to better reflect the history of the brand and put a…