UX/UI Design · mobile · e-commerce

Solving key florist customer frustrations in online flower shopping with a user-centered app

Role

Sole UX/UI Designer

01 Replicate in store experience

Menu feel crowded, and it's hard to tell what’s clickable

02 Address Delivery Concerns

No recommendations for related items that are needed to complete the setup

03 Enhance Bouquet Presentation

Helpful resources like installation guides or customer support aren’t easy to access

Target Audience

Target

Audience

People who need florist app to provide fast order, and people who need to have influence on a product

Solutions

The 4 primary areas of focus for solutions

The image featured at the bottom of the about us page

Users interviews

Users

interviews

Conducted 4 IDI's
Covered 17 questions
Collected 68 answers

Conducted user interviews to explore habits, frustrations, and expectations around flower shopping apps

Responses were categorized in Miro using color-coded tags (pain points, suggestions, delights, neutrals) to identify key patterns and insights

Research

See my research!
Check out Miro board

See my research!

Check out
Miro board

Miro

Affinity Mapping

Affinity

Mapping

Categorized the answers of the interview participants, thanks to which the most important categories of topics discussed naturally emerged

Highlights

Users struggle most with unclear flower presentation, lack of personalization, and concerns about delivery quality and timing

What drives them?
A smooth, easy experience with customizable options and reliable service

Competitive Analysis

Most flower delivery apps feel outdated, cluttered, and lack personalization features like build-your-own bouquets

Top pain points

Top pain

points

Top pain

points

01 Poor flower presentation and lack of real product images

02 Limited personalization options

03 Concerns around delivery speed and flower quality

Site Map

Prepared the framework for the flower shop app, outlining its structure and essential features to meet user needs effectively

Goals

01 Guide, support & build trust

Guide users in understanding what products they need to complete their purchase

02 Educate

Make educational content, instructions, and support easy to find

03 Inspire

Inspire users with content that helps them imagine the railing in their outdoor space

Design

01 Boquet Creator & Homepage

A bouquet creator and quick order option were added, along with modern visuals, to meet customer needs for personalization and speed

Design

02 Chat & Guides

To replicate the in-store experience online, florist support via chat and phone was added, along with a blog offering expert tips and advice

Design

03 Boquet Creator & Homepage

To ease delivery concerns, features like bouquet photos, tracking, and scheduling were added

AI was used to design layouts, generate bouquet visuals, and create the app’s background and floral color themes

Stable Diffusion · Midjourney

The image featured at the top of the about us page #2

The image featured at the top of the about us page #1

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UX/UI Design · mobile · e-commerce

Solving key florist customer frustrations in online flower shopping with a user-centered app

Solving key florist customer frustrations in online flower shopping with a user-centered app

Solving key florist customer frustrations in online flower shopping with a user-centered app

01

01

Replicate in store experience

Replicate in store experience

02

02

Address Delivery Concerns

Address Delivery Concerns

03

03

Enhance Bouquet Presentation

Enhance Bouquet Presentation

People who need florist app to provide fast order, and people who need to have influence on a product

People who need florist app to provide fast order, and people who need to have influence on a product

The 4 primary areas of focus for solutions

The 4 primary areas of focus for solutions

See my research!Check out Miro board

See my research!

Check out Miro board

Miro

Miro

Miro

Categorized the answers of the interview participants, thanks to which the most important categories of topics discussed naturally emerged

Categorized the answers of the interview participants, thanks to which the most important categories of topics discussed naturally emerged

Users struggle most with unclear flower presentation, lack of personalization, and concerns about delivery quality and timingWhat drives them? A smooth, easy experience with customizable options and reliable service

Users struggle most with unclear flower presentation, lack of personalization, and concerns about delivery quality and timingWhat drives them? A smooth, easy experience with customizable options and reliable service

Most flower delivery apps feel outdated, cluttered, and lack personalization features like build-your-own bouquets

Most flower delivery apps feel outdated, cluttered, and lack personalization features like build-your-own bouquets

01

01

Poor flower presentation and lack of real product images

Poor flower presentation and lack of real product images

02

02

Limited personalization options

Limited personalization options

03

03

Concerns around delivery speed and flower quality

Concerns around delivery speed and flower quality

Prepared the framework for the flower shop app, outlining its structure and essential features to meet user needs effectively

Prepared the framework for the flower shop app, outlining its structure and essential features to meet user needs effectively

01

01

Guide, support & build trust

Guide, support & build trust

02

02

Educate

Educate

03

03

Inspire

Inspire

01

01

Boquet Creator & Homepage

Boquet Creator & Homepage

02

02

Chat & Guides

Chat & Guides

03

03

Boquet Creator & Homepage

Boquet Creator & Homepage

AI was used to design layouts, generate bouquet visuals, and create the app’s background and floral color themesStable Diffusion · Midjourney

AI was used to design layouts, generate bouquet visuals, and create the app’s background and floral color themesStable Diffusion · Midjourney

Next project

Next project

Next project

See my research!
Check out Miro board

Check out
Miro board

Users struggle most with unclear flower presentation, lack of personalization, and concerns about delivery quality and timing

What drives them?
A smooth, easy experience with customizable options and reliable service

Users struggle most with unclear flower presentation, lack of personalization, and concerns about delivery quality and timing

What drives them?
A smooth, easy experience with customizable options and reliable service

AI was used to design layouts, generate bouquet visuals, and create the app’s background and floral color themes

Stable Diffusion · Midjourney

AI was used to design layouts, generate bouquet visuals, and create the app’s background and floral color themes

Stable Diffusion · Midjourney