idea synthesis & Quick statistics

I love fresh flowers and the rise of e-commerce during the pandemic got me spending...

During the first year of the pandemic, several industries experiences a decline as pandemic-related lockdowns forced people to stay at home, resulting in a significant shift in the economy. However, amidst the challenges, the rise of e-commerce played a crucial role in stimulating the economy. According to the annual retail trades survey by the United States Census Bureau, retail e-commerce witnessed an impressive 43% increase in sales just in 2020 alone. This surge in online shopping not only boosted the economic activity but also increasing productivity for businesses. Moreover, the continuous improvement in customer shopping experiences further added to the positive impact of e-commerce on the overall economy.

problem

The struggle to find reliable flower delivery services which provides quality, timely, and affordable fresh flowers

Fresh flowers are a wonderful way to brighten a room and lift someone's spirits. However, choosing the perfect arrangement can be time-consuming, especially when considering your significant other or another recipient's taste. The cost can also vary depending on the season, flower availability, and florist services.

Solution

Design flower delivery app with a user-friendly ordering flow enabling individuals to purchase fresh flowers quick and easy

Share the knowledge
- Arrangement description
- How to care for the arrangement

Build rapport between the florist & customer.
- About page
- Review page
- Photo of arrangements

Feature(s)

Finding the right florist
- Create a centralized theme.
- Offering various local/neighboring florists.

Locate the appropriate arrangement
- Sales
- Categories for special occasion
- Trending/popular selections

Research

Understanding the user pain points will lead to a user-centered design

Competitive analysis

Competitor platforms lacks user-friendly and efficient UI creating a suboptimal floral experience

Disclaimer! I understand there are large competitor's such Uber and Doordash that have recently added flower arrangement deliver services but I wanted to target companies that specifically working with florists.

User Interviews

I conducted 5 interviews with working professionals between the ages of 21-60. My interview goals were to understand how often people buy flowers, what sets them a part from buying online vs in-store, and their criteria to finding their special arrangement.

∙ Can you share your experience buying flowers in the past?
-- (If yes) How often do you buy or send flowers?
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∙ Where, why, and for whom? What motivated you to (buy or send) flowers?
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∙ What are some challenges you experienced when looking for flowers?
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∙ What is the most important criteria do you look for when buying flowers?

Key Insights

01

The lack of trust and confidence with advertised arrangements, quality and customer services.

02

The limited knowledge pertaining to which arrangements and flowers are appropriate for the occasion.

03

Not enough time during the dat to choose or pick up arrangements because of busy schedules.

04

Some applications have unclear pricing and hidden fees and not supporting multiple payment methods.

Affinity Mapping

Taking in the additional responses from the interview I created a needs and wants and future/logistic improvements category to aid the ideation process later.

Persona

Journey Map

Information Architecture (IA)

User Flow/Task Flow

Ideation

Roadblock in design and the need for clarity and consistency

I thoroughly enjoyed this part of the process despite the challenges. However, I hit a roadblock midway during the transfer from sketch to digital wireframes, realizing I had neglected lots of elements towards creating a friendly and scalable design. My mind was really stuck on trying to create a balance between user wants, needs, and frustrations and store and business objectives before I had to remind myself of the goal of creating friendly ordering flow for users to purchase.

Wireframes

Prototyping

Re-Iterations

Final Design

learning

Less is More
A weakness of mine is to overthinking and including too much into my work which could also be considered as my strength. I overcame this by putting myself in someone else's shoes.
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User-centered & business oriented
Designing for the users and thinking for the business objectives to maximize profits.
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User research & market research
Understanding users is important but also understanding how to address user's problems, needs

Cherish