The product:
Blossom Blush is your go-to flower shop app, making it easy to order stunning bouquets with just a tap. With fast delivery and customizable options, sending fresh, vibrant flowers has never been simpler.
My role:
As the sole UX/UI designer,
I led the complete redesign of the e-store, managing the entire process from initial concept to final delivery.
The goal:
We aim to make it effortless for busy individuals to find and send the perfect flowers for any occasion, ensuring a delightful and stress-free experience every time.
The problem:
Finding the perfect flower for someone special can be challenging, especially with our busy lives leaving little time to shop in person. This often leads to missing out on meaningful moments or settling for
less-than-ideal options.
Project duration:
May 2024 - August 2024
Responsibilities:
Oversaw UX research and testing, which involved conducting interviews, surveys, and A/B testing through an external agency. Developed paper and digital wireframes, produced low and high-fidelity prototypes, ensured compliance with accessibility standards, and refined designs through iteration.
User research: summary
I conduct user interviews to address the pain points of those looking to buy flowers for loved ones. Many users struggle to find a reliable flower shop or dependable delivery service and prefer the option to pre-order for special occasions to avoid the stress of finding the perfect flowers on busy days. Users also want to ensure that the flowers they purchase are personalized, just as they would be when buying from a florist in person who can communicate and understand their specific needs.
Pre-Ordering is Preferred
Many users want the ability to pre-order flowers for special occasions to avoid last-minute hassles, indicating a demand for features that support advance planning.
Reliability is Crucial
Users are looking for trustworthy flower shops and dependable delivery services, suggesting that building a reputation for reliability is key to satisfying their needs.
Personalization Matters
Users also want their flowers to be personalized, just as they would be when purchasing from a florist in person who understands their needs.
Users Value Convenience
They prefer a streamlined process for finding and purchasing flowers, indicating a need for an easy-to-use platform with reliable delivery options.
User research: pain points
Users struggle to locate flower shops that they trust for quality and timely delivery.
Buying flowers online can be a frustrating experience due to its complicated and user-unfriendly process.
Many users struggle with pre-ordering flowers for future dates, leading to concerns about availability and timely delivery for special occasions.
Many users believe that online flower shops miss the personal touch and communication found in in-person florist interactions, which can make it challenging to customize their purchases to meet their unique needs and preferences.
"The benefit of flowers is to make the recipient happy. There shouldn't be anything to worry about. For me, flowers are just flowers. If they have a good meaning, I'd like to know, but simply being beautiful when gathered together is enough. The recipient should be pleased with the freshness of the flowers."
Problem statement
Neige is a busy professional seeking a straightforward and effective method to send beautiful flowers within his budget. His hectic schedule makes it challenging for him to stay connected with friends and family on significant occasions.
Goals
Purchase flowers within budget and ensure timely delivery. Receive a calendar notification for ordering flowers for someone special.
Frustrations
Making decisions about flowers or gifts is taking too much time.Working until forgetting to order flowers.
Persona
Neige C.
Age:
36
Education:
Bachelor’s degree
Hometown:
Melbourne
Family:
Single
Occupation:
Manager Accounting Financial
User journey map
Neige, a busy professional, needs a simple way to pre-order flowers for his mom's birthday within his budget due to his hectic schedule.
Digital wireframes
Personalized Flower Selection:
Design the wireframe to allow users to easily customize flower arrangements, just as they would in a physical shop, ensuring they can communicate their preferences (type of flowers, style, colors, etc.)
Convenient Shopping Experience:
Create a quick and intuitive layout for users who are in a hurry, offering pre-set bouquets or fast pre-order options for special occasions.
Effortless Checkout:
Streamline the checkout process to minimize frustration, allowing users to confirm orders quickly and without confusion.
Usability study: findings
-
Two users felt confused and were unsure about where to begin.
-
Four users were able to complete the journal, and one user quickly understood how to use the app.
-
Users found the scrolling bar too complicated and expressed a preference for a more user-friendly way to navigate the options.
Usability study: parameters
Study type
Moderated usability study
Location
Australia, Melbourne
Participants
7 participants
Length
15 - 30 minutes
“I love that we can customize our order;
it makes me feel like I'm interacting with a real person.”
Low-fidelity prototype
During user testing of the flower shop app prototype, I found that some buttons led to incorrect screens, causing confusion and frustration, especially during checkout. This highlighted the need for clearer navigation and labelling to ensure a smoother user experience and help users stay on the right path.
Mockups
Based on the insights from the usability study,
I changed the option selection for each topic to a carousel format. This approach makes it easier for users while still providing them with all available options.
Mockups
Accessibility considerations
1
I used headings with different text sizes to create a clear visual hierarchy, helping users easily distinguish between various sections and guiding them through the content more effectively.
2
I designed the site with alt text included on each page to ensure seamless access for users with screen readers.
3
I used landmarks to improve site navigation, making it easier for all users, including those relying on assistive technologies, to move between sections.
Takeaways
Next steps
Impact
Our flower app allows users to easily customize and purchase a bouquet online, perfect for busy individuals who want to send a thoughtful, personalized gift to their loved ones. With flexible options for flower selection and design, customers can create the ideal arrangement, all from the convenience of their device.
What I learned
I learned how to streamline the bouquet customization process for busy users, enhancing ease of use while maintaining personalization options. The usability study highlighted the importance of intuitive navigation, leading to changes like the carousel for smoother selection. Additionally, I focused on accessibility by integrating landmarks and alt text for a more inclusive experience.
01
Share the prototype with users or stakeholders and gather more insights on usability and design.
Based on feedback, make necessary refinements to the app.
02
Work on transitioning your design into development by preparing assets and collaborating with developers. Plan for further usability and functionality testing once the app is built.
03
Once everything is ready, launch the app and monitor user experience for future updates.