My role:
Lead UX designer that came up with original concept for the app and handled all design and research tasks including conducting user interviews, creating personas, wireframes, UI design, and accounting for accessibility standards.
The problem:
Many people such as husbands are overwhelmed when ordering flowers for their loved ones.
The goal:
Design an app that makes it easy for anyone to order flowers that will delight for any special occasion.
“My wife loves getting flowers but I’m terrible at ordering the ones she likes best”
Quote from user interview
Primary Persona
User Research
I conducted interviews to better understand the users I’m designing for and their needs. A primary user group identified through research was spouses who had difficulties picking flowers for their partners.
This user group confirmed initial assumptions about Flora Adora’s customers, but research also revealed that picking flowers was not the only factor limiting users. Other pain points included delivery times and affordability.
Pain points and opportunities:
- Choosing flowers: Users are overwhelmed by the variety of flowers available and their meaning.
- Delivery: Users want flowers delivered quickly, especially when ordering close to date needed.
- Reminders for special occasions: Users forget when to order flowers ie. forget birthday or anniversary.
User Journey Map
Empathy map
Wireframes
For this project I chose to start low fidelity wireframes with pen and paper so that I could explore ideas quickly before moving to figma.
Usability Testing
I had 5 people (friends and family) walk through the app and provide their feedback. This step of the project was invaluable as it led to many insights that helped improve the design moving forward.
A key challenge with the original design was making sure accessibility standards were met to ensure the UI was easy to digest for all users.
High Fidelity Mockups
Iterating on the feedback and insights gained, I worked on improving the usability of the app along with the visual design in figma to create a polished UI for high fidelity mockups.
I also created an interactive prototype of the screens to conduct further usability testing to ensure the completed designs were easy to use and enjoyed by users.
Conclusion
“I always have a hard time ordering flowers for my wife but this app made it really simple to find flowers for special occasions throughout the year.”
Impact:
The app succeeded in my goal of making ordering flowers easy and approachable for everyone.
Users were excited about how simple it was to find the perfect bouquet for any occasion.
What I learned:
I learned how important it is to get feedback from real users. My initial ideas were a good starting point but the app really improved once I saw how user’s interacted with the prototypes and heard what they thought of their experience.
Next steps:
