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Modern florist's delivery App 

Bouquets by the winner of "Full Bloom" reality show on HBO Max.

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The objective of this project was to design an App for a modern floral artist based in Los Angeles, CA.

The process included a number of phases:

  1. Interviews, personas & user journey maps

  2. Market research

  3. Developing features and designing prototypes

  4. Building low and mid-fidelity versions

  5. User testing, feedback, and improvement

This Case study includes a comprehensive walk-through of the design process, visual examples of the final product, and facets of this process that could have been improved.

#1
Who is the USER?
What do they need?

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Interviews

For the first stage of my project I've chosen qualitative research tool to get a better understanding of the problems the potential target audience experiences in this field.

So I conducted a dozen of user interviews 20-40 minutes each and recorded the answers to have the ability to get back to them during the next steps.

As a result:

The key goals of the users turned out to be wider than I expected.

Not only they are looking for the aesthetics and gifts, but also building an inspiring live/work environment and becoming better in the eyes of other people around.

I always start with handwriting on a blank page.

Personas

Conducting interviews and creating empathy maps helped me better understand the users I'm designing for and their needs.

Through research, I came up with 4 types of potential target audience groups having different values, pain points and lifestyle.

User stories

Next step was to create some focused, one-sentence descriptions for each persona that help me prioritize the design goals before going to the Value propositions.

Emily user story
Juliet user story
Daniel user story
Trisha user story
Juliet journey map

User Journey maps

I mapped out the users’ steps to see how I could simplify their journey to help them reach their most important goals with the product.

I enjoy this process because it's a great tool to create obstacle-free paths for users and reduce the impact of my own designer biases.

As a result:

It helped me to highlight the points where the user most possibly will need a support at every step they take.

"Cancel any time" message, welcoming pop-up analog and clear confirmation page can build more trustful relationships between user and florist.

#2
Who is in the Market?
Are they cool or what?

Competitors Audit

The goal of competitors audit was to compare the order experience of each competitor's website or App if there is any.

Click here to see full version of this competitors audit.

Competitive audit for florists

Competitors' strengths

 

The Bouqs strengths include:

● Level of trust raised with real photos of previous customers and Farmer’s bio under

the bouquet

● Lots of ways to save money easy to find on the website

● Strong branding

● Immersing home page

Urban Stems strengths include:

● Amazing filters and categories

● DIY option for flowers

● Outstanding tone of voice and visuals

Competitors' weaknesses

 

The Bouqs strengths include:

● No live chat

● Website only available in English

● Menu isn't compatible with screen reader technologies

Urban Stems strengths include:

● No free delivery option at all

● No live chat

● Website only available in English

● Menu isn't compatible with screen reader technologies

● Home page is too busy

As a result:

I found the GAPS like:

● Competitor products don’t offer live chat support

● Competitor products provide a limited amount of accessibility features

● Some competitors don’t have an App

and OPPORTUNITIES like:

● Offer customization for the bouquets & subsriptions

● Integrate our app with voice assistive technology

● Create a straightforward process for order, checkout, and delivery tracking

#3
So what do we do?
Ideas, decisions.

Problem Statements

 

Before starting to ideate I came up with the problem statements highlighting the needs that should be addressed when looking for the best design solutions. 

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Ideas
Value propositions Florist

After the ideation process I've chosen the minimal set of value propositions that were going to become the first features to be focused on while designing this project. 

Wireframes

Then comes the time for sketching and creating first wireframes. I usually start the design process with low fidelity wireframes so I can iterate through many design options quickly.

#4
Building the very first prototype.

Florist wireframes

At this stage I started to build the very first lo-fi prototype out of the wireframes created for each step leading from home page to completing the order. It included connections that allowed users to proceed forward and backward within the sequence, so I could start the Usability testing.

Click here to open prototype in Figma.

#5
Holy FEEDBACK from a user + improvements.

In order to understand the specific challenges that users might face in the searching, scheduling, and checkout processes, I've conducted an Unmoderated Usability study with 5 participants.

Participants were those who buy flowers for themselves at least twice a month and those who regularly send bouquets as gifts.

The key research questions were - 

● How long does it take a user to find and order a bouquet in the app?
● What can we learn from the user flow, or the steps that users take, to
order a bouquet?
● Are there parts of the user flow where users get stuck?
● Are there more features that users would like to see included in the app?
● Do users think the app is easy or difficult to use?
● Is the payment process easy to complete?

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Affinity diagram with notes and observations from the usability testing

KEY PATTERNS 

Identified pain points:

 

● Some users don't know the exact address of the potential recipient, so they can't fill in the data.

 

● Some users didn't find the process of creating a list of favorites convenient due to small size and location of the "hearts".

 

● Some users were confused with the sections and elements on the home page.

 

● Some users would prefer to have an option to stay anonymous when sending a message.

 

● Some users felt lack of information and details about each item on the item page.

As a result:

Insights based on the key patterns from the study.

● Users need a way to let the courier find out the exact address of the recipients from the recipient.

 

● Users need the hearts to be bigger and separated from the image.

 

● Users need more clear navigation on the home page.

 

● Users need an anonymous feature on the message page.

 

● Users need a way to check all the details on the item page.