Flower store app. UX case study.

Flower shopping tool that helps customers easily customize bouquets to create arrangements up to their wishes.

Customize bouquets easily!

My role:

UX Research, UX/UI Design, Photo, Illustrations.

Timeline

May — August 2022

Problem statement:

Most flower stores offer standard fresh flower bouquets that need same-day delivery and have no bouquet customization. Customers often want to make their orders more personalized and unique.

Hypothesis.

Stores that provide custom items based on specific designs that the customer provides are becoming increasingly popular. Customization and the possibility to write messages on a greeting card will help to personalize orders and may attract more buyers who want to buy something unique.

Business Opportunities.

An app will add interactivity to online shopping and reward a flower shop with repeat orders over time. Great user experience can increase the loyalty of the clients. Loyal buyers consistently choose to buy from a particular shop, recommend it to friends and often defend it against its competitors.

Project goals.

• To understand the goals and frustrations of the customers.
• To create an appealing and functional app that shows all the details of the bouquets.
• To add possibility to include/exclude flowers and create a customized bouquet just in few clicks.
• To add the function to choose greeting card and write a message during the checkout to make customers orders personalized.
• To add the possibility to track an order.

Competetive analysis.

I looked at 4 potential competing Flower Shops. The majority of the features between competitiors were very similar, but each shop had its strenths and weaknesses.

Competitors weaknesses

• Poor product descriptions
• Low quality images
• Poor accessibility
• No brand identity

Competitors’ strengths

• International shipping
• Ensuring strong delivery quality standards
• Possibility to create custom flower gift box
• Packaging is all made of recycled materials
• Wishlist

Competitors audit for DryDry flowers

User research.

Firstly I studied the questions and feedbacks from existing customers. I found out what are users pain points and which options are really important to them. Below are the screenshots with messages from DryDry customers.

To understand what problems users may face during online orders, I conducted an interview with 5 people.

Interview questions:

• Could you describe your experience with ordering flowers online?
• What factors can stop you from ordering flowers online?
• What would attract you to ordering flowers online?
• What was the occasion you last ordered flowers for?
• Tell me more about your concerns about ordering bouquets online
• Have you ever had bad experience while ordering flowers online? Can you please tell me what happened?

Findings.

The main 4 customers pain points that I found during the research are:

• The flowers could be damaged
• The flowers won’t look like on the picture
• The flowers won’t arrive till the necessary date
• Custom orders (other size, colour palette or type of flowers)

Personas.

Based on my user research, I have created a personas that represented the ideal customers.

Competetive analysis

I looked at 4 potential competing Flower Shops. The majority of the features between competitiors were very similar, but each shop had its strenths and weaknesses.

Competitors:
Bloomon, Bries aan Zee, Idlewild, Flowers and Powers.

Competitors weaknesses:

• Poor product description
• Low quality images
• Poor accessibility
• No brand identity

Competitors’ strengths:

• International shipping
• Strong delivery quality standards
• Custom flower gift box
• Recycled packaging
• Wishlist

User flow

I constructed a user flow of what a basic start to finish journey looks like while purchasing an item. This helped me in understanding ways users can interact with the product, as well as allowing me to see navigation through user goals.

After sketching out some wireframes and thinking through the preliminary flow, I reviewed what was nessecary and what areas needed improvement.

Low fidelity prototype

Using the completed set of digital wireframes, I created low-fidelity prototype.

Usability study

I conducted two rounds of usability studies.

Round 1

‍Findings from the first study helped guide the designs from wireframes to mockups.

• Most of the users wanted to go to the main page after the order confirmation
• It’s important to add information about possibility to add message to gift card for free
• Some users wanted to go back to catalogue to chose something else after they added products to the cart

Affinity map

I gathered information from the first round of the usability study and ran a card-sorting session. I grouped the cards by similarities in 4 groups that reflect user concerns.IterationI’ve changed the button “add message” to the link and left only call to action button, and removed the function “choose colour”. Because users were overwhelmed with the number of steps.

Iteration 1

‍I’ve changed the button “add message” to the link and left only call to action button, and removed the function “choose colour”. Because users were overwhelmed with the number of steps.

Round 2

‍The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.

• It’s necessary to add link to gift message to checkout page
• Add arrow to back to order link
• Add arrow to photos on the main page to show they are scrolling

Iteration 2

I’ve changed the logo which led to the main page to “back to catalogue” link because I had a home icon at the bottom of the page. Back to catalogue link will help customers to add more products to the cart or change their choice if they need to. I added dots under the photo to show customers that they can swipe and see more photos.

I created photos and illustrations for the projects.

Final designs

Takeaways

Impact

The app makes users feel a bit like designers because they can take part in creating their bouquets and have possibility to order unique items just in several clicks.

What I learned

While designing the Dry Dry app, I learned that the first ideas for the app are only the beginning of the process. Usability studies and peer feedback influenced each iteration of the app’s designs.

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