Geoff Gibbons 

Jess has run Petal & Fern out of a small shopfront in Norwood for nine years. She's at the Adelaide Showground markets two mornings a week, and every order that came through the old site arrived as an email she had to answer by hand — usually standing in a car park with cold fingers.

The site itself was ten years old. It looked dated next to the flowers she was actually making, it took nearly six seconds to load on a phone, and it didn't come up in search for anything except her business name. People rang to ask whether she delivered to their suburb, because the site never said.

What she asked for was simple: let people order and pay online, make it obvious where she delivers, and make sure someone searching for flowers in the eastern suburbs can actually find her.