The Product
Flowers by You is an app designed for individuals who are looking to send custom designed floral arrangements without the hassle of walking into a brick and mortar shop.
The Problem
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Users want a more efficient way to create and send custom floral arrangements
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Users want an option to save their designs to be used again in the future
The Goal
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Create a virtual design center for users to create their own floral arrangement on an app
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Create an option to save custom orders to a personalized “favorites” page where they can easily refer back to their designs and re-order.
I did an audit on multiple competitors to better understand the market and see where there were shortcomings and holes that could be fixed for optimal user experiences.
My Role
UX Designer
Timeline
4 Weeks
The Team
Solo
User Research
I held in person interviews with a wide range of demographics in order to better understand the needs, desires and frustrations of our audience. The takeaway from these interviews was that customers want more reliability and information regarding the products and their availability.
The user group reinforced our concerns that the app does not provide the accessibility and ease that it advertises. However, the general consensus was that the ability to preview a bouquet without having to actually visit a shop is appealing and feature that they would take advantage of. The users also gave us a better understanding of the lack of accessibility for those with limited technological abilities.
Pain Points
Time Consuming
Ordering flowers through an app is time consuming
Lack of Visuals
Flower shop apps are often text heavy and don’t include enough images of products
No Customization
Many flower shops don’t allow the option to create custom floral arrangements through an app
Starting the Design
Flowers
by You
1. Paper Wireframes
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Elements included:
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Reviews Photos Filters Images Order Preview Delivery
2. Digital Wireframes
Visual representation of custom design
Filter for users with specific needs and preferences
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Universally recognized Icons that simplify the lengthy process of navigating through a busy app
Favorites gallery so users can save their favorite designs and re-order with ease
4. Usability Study Results
I hosted two remote usability studies where users were given a list of tasks to complete with an indefinite amount of time. Users were encouraged to make comments about the process but were not given the ability to ask questions. The first study was done to test the wireframes and understand where users were getting stuck and how we could enhance the design to better fit the needs of the users. The second study was doing to test the low fidelity prototype. The purpose was to see if the changes made to the wireframes were successful. This also provided the opportunity to get user feedback on a more finalized design.
Round 1 Findings​
Users wanted visual cues to indicate when an item had been selected or added to cart
Users were surprised that they didn’t have an opportunity to review their order after entering payment information
Navigating to the checkout page was time consuming
Round 2 Findings
Users wanted a calendar for scheduling a delivery
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It wasn’t obvious how to utilize the favorites feature
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There was confusion as to whether an action had been completed
1. Mockups
Before Usability Study #1
After Usability Study #1
Users wanted a visual
to indicate when they had selected an item. The new design allows them to see which items they have selected directly below the design panel.
Before Usability Study #2
After Usability Study #2
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Users wanted to see the dates for deliveries so I updated the design to a calendar view. Users also felt like the map was an unnecessary addition to the ordering process so that was eliminated from the design.
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