Blooming Boutique Flower Shop
Responsive Website
Mobile App
Project Overview
Created a website and mobile application, which allowed users to order flowers and gifts for delivery, as well as book consultations.
My Role & Timeline
Full UX process, from research to high fidelity prototypes.
May - November 2023
Major Insights taken from Participant Interviews
5 participants
Customers buy flowers as gifts because it is tradition.
100% of participants have at some time bought flowers for funerals, Valentine’s Day, or Mother’s Day because it is traditional.
Customers choose to buy flowers because they convey an emotion.
100% of participants stated that flower gifts represent love, sympathy, and care.
Customers choose flowers when on a time contraint.
60% of participants mentioned that they’ve purchased flowers online when they didn’t have time to buy a gift and mail it.
Design a user experience that enables customers to quickly discover emotion-based and tradition-based gifts.
How might we
Competitors have a significant market in corporate and social events. This insight led to the development of florist consultation services. The idea was to expand the potential user reach.
Competitive Analysis
Empathizing with a Persona
Emanuel
Demographic
24 year old Law student
Hey! I’m Emanuel. I’m studying law at Pepperdine University in Malibu. My family lives in San Diego, so I’m missing out on a lot of birthdays while I’m away. I’m so busy that I don’t really have time to shop for gifts for them, let alone go to the Post Office to mail anything. I tend to lean toward ordering gifts online. It’s just so much simpler.
User Story
Find giftable items in a flash.
Last minute delivery options
Leave an impression on loved ones.
Goals
No time to shop for gifts.
Forgets birthdays until the last minute.
Shipping takes awhile.
Frustrations
Low-fidelity designs - Mobile App
Low-fidelity designs - Website
I conducted a Usability Study to determine what problems, if any, that users encountered with my prototype. The parameters of the study: Moderated study, 5 participants in the United States, with a duration of 20 to 30 minutes.
Key Takeaways from Usability Study:
1. Users benefit from multiple navigation methods.
2. Users want to be made aware of delivery fees prior to checkout process.
3. Users want to receive updates on order status.
Usability Study
3 Key improvements to Original Mockups
1. After checking contrast on WebAIM, I discovered that I needed to make alterations to my original color palette. The contrast of the original mockups failed the contrast checker.
2. Icons, photos, and buttons are all labeled with text to enable ease with screen reader technology. However, I realized I needed to increase negative space in order to help users stay oriented.
3. Although the app serves more than one purpose, I changed the top of the Homepage to include the button “Find Flowers for Any Occasion” because gifting is the central purpose of the app.
Final Screens
Next steps in this project:
Conduct another round of usability tests to ensure and optimize functionality and user satisfaction.
If I were to do this project again, I would
Reconsider the homepage information architecture. I would do this to discern if a different approach is beneficial to the user. My aim in maintaining a conventional structure to the homepage was to reduce the user’s necessary interactions. This conventional structure allows for substantial information to be held on the homepage, while minimizing user clicks.