Flower Luxe

My Role

User Experience Designer responsible for the app’s design from concept to delivery.

Introduction

Don’t underestimate the ability of flowers to turn someone’s day around. There's always something to remember and buy gifts for. Luckily, we live in the 21st century, where you can get flowers delivered straight to your door for the very next day—or, in some cases, that exact same day.

This case study describes my process of designing a flower arrangement website, from concept to final design. The website is designed to make buying flowers as easy as possible for all types of users, with accessibility as a priority. You can shop by price, occasion, variety, color, gifts, and more. It also offers subscriptions, both weekly and monthly. Exactly what you’re looking for. 

Catch the vibe and take a deeper glance at the project.

Discover ✍️

Problem

Available online floral websites often have outdated and clustered designs, and users are not able to effectively search for their desired bouquet. They have confusing ordering steps before completing the actual tasks. The item display is so overwhelming that it's hard for the user to choose.

Solution

I designed Flower Luxe, an online flower website that allows users to order flowers online, create a custom bouquet, track their orders, check prices and availability, and add a custom note to their orders. Fresh flowers are delivered to you at your doorstep on a weekly, monthly, and biweekly basis.

Define 📝

User Research

I conducted interviews to understand the target users and their needs. So, I interviewed five (5) working adults aged between 18 and 65 years. A primary user group identified through research were users who are in a relationship and users who are away from their loved ones or family members and wanted to send gifts by buying flowers online and delivering them.

• Do buy flowers for special occasions?

  If yes - Do you buy online? Where, Why and For Whom?

• Why do you choose this flower store over the other competitor?

• How often do you order?

• Can you tell me your process in buying/ordering flowers?

• How do you decide what flower or arrangement to buy?

• What are the challenges or experiences you encountered while ordering flowers?

• Do you prefer to pick up the flowers yourself or deliver the flowers to the recipient? Why?

• What features do you usually like to see in a flower ordering website?

• What are the areas that you think they can improve on?

Findings from interview

5 out of the 5 participants are interested in a custom bouquet, 4 out of 5 prefer a flower subscription, and 3 out of 5 desire improved customer service.

• 5 out of 5 participants are interested in a custom bouquet to choose from.

• 4 out of 5 participants are in favor of a flower subscription.

• 3 out of 5 participants express a desire for enhanced customer service.

📝 The primary user group identified was those who buy flowers for special occasions, and the research aimed to understand their buying process, challenges encountered, preferred delivery methods, and preferred features of flower ordering websites.

Competitive Analysis

Before jumping into the process of creating a solution, I checked out some existing flower websites and apps and interacted with them. I also read their customer reviews to help me identify some drawbacks of the existing system and what can be improved.

Pain Points

Based on the research above, three major pain points were identified from users:

Persona

Based on the information I have gathered through research, I have created a persona whose demographics, motivations, and goals represent a large portion of the target users. This will help me identify certain behaviors and patterns that other users have and point towards a common pain point.

Meet Tridha and Rohit

User Journey Map

I created a user journey map to highlight the touch points, actions, thoughts, and pain points. This illustrates what the user goes through to achieve their goals. This will help me, as a UX designer, create obstacle-free paths for users, reduce the impact of designer bias, and identify improvement opportunities.

Now we know the exact problems faced by our users. So, what next?

A goal statement was created to ensure a problem-solution fit.

Sitemap

To start the design of the web page, I drew a sitemap, which displays all the information that will be presented on the website. Creating this sitemap will help me organize my thoughts and serve as a guide when creating wireframes.

Design ✨

Paper Wireframes

To start brainstorming the layout, I sketched out a few paper wireframes for various screens, keeping the user's pain points about custom bouquets and flower subscriptions in mind.

Going digital

After creating the paper wireframes, I created low-fidelity wireframes in Adobe XD. I referred back to the user flow to make sure that I would not miss anything important on each screen with the possible structure and information architecture of the website. proceeded to test it with users.

Using the completed set of digital wireframes , I created a low-fidelity prototype.

Usability Study

I asked some participants to test the low-fidelity prototype to get an insight into the app's usability. I conducted two rounds of usability studies. By watching and reading what the participants said, I was able to identify a couple of problems with the initial design. 

Changes I made based usability study

Based on the insights from the usability study, I made changes to improve the site’s overall checkout flow. One of the changes I made was an option to edit or customize the quantity of bouquets on the individual bouquet page without going through a complicated process.

Adding an “Add-ons” section that allows users to purchase additional gifts to go along with their bouquet. I’ve also added the ability to select the desired delivery date, as well as a box for the user to add a special message if they wish with a greeting card.

"Select Add-ons” was added to add additional gifts so users can easily customize and select an option for the items they wish to add to their order.

“Select Preferred Delivery time” was also added to select the desired delivery time, as well as a box for the user to add a special message if they wish with a greeting card.

Here comes the exciting part

It was very clear for me that (Let's bloom outside the pink and lavender box) and rather went ahead with an analogous color palette, which is extremely soothing to the eyes and works wonders if your main color is soft or pastel. I chose #B7615A . This combination shines with celebration and tranquility ,harmony, balance, cheerfulness, and love.

Final Design

Develop 💻