Repeat Roses UX Case Study

Repeat Roses is a social impact-meets-sustainability service (a social business).

In May 2018, I took a Beginex course and joined a team to design the website of Repeat Roses.

Team: Kathleen Tucker, Manoj Vasudevan, Sarah White

What I did: Stakeholders interview, user research, usability testing, competitive/ comparative analysis, sketching, wireframing, prototyping, style guide, low and high fidelity mockup.

Tools: Sketch & Invision

Duration: 7 Week-long sprints


Repeat Roses is a social impact-meets-sustainability service (a social business). The organization charges corporate event and wedding event hosts a service fee to remove, restyle and distribute their event florals to those in the community who will benefit most from the emotional health boost that flowers provide. After the event, Repeat Roses recollects the flowers and containers for composting and recycling in order to divert all of the event floral waste from winding up in the landfill.


1. “Request a quote” is hidden and the process is long and tedious

2. Information overload

3. Customers do not understand what kind of business Repeat Roses is, why there is a service fee, and what is their process.

​​​​​​​Design Approach

1. Make “Requesting a quote” more accessible

2. Simplify the information on how the process works

3. Reduce the amount of copy and images

4. Make service fee more transparent

5. Use infographics to communicate RR impact.

Problems we know from Repeat Roses

Client think there was no service fee.

Client didn’t understand why they have to pay.

Client thinks service is too expensive, so after they go through the whole email intro process, they disappear.

Client wants to pick a nonprofit organization that is too far away from our driving route but doesn’t want to pay more for our time/carbon offset credits.

Client wants to know which nonprofits they can choose from too far in advance for us to be in a position to match their flowers.

After the service, the client wants immediate copies of their donation acknowledgement letter (it gets mailed to them and we don’t have any control over how long it takes to arrive.)

Client didn’t receive their photo email confirmation.

Client didn’t receive their donation acknowledgement letter in the mail and we have to track it down for them or rerequest it.

Client wants us to get them an appraiser and they don’t understand the full process. Event planners often tell them that we’ll take care of everything but we can only pass the info along, we cannot be involved in the appraisal process since it has to be a third party who certifies their paperwork. This is not an opportunity to upsell since we can’t charge for it; it’s just a courtesy that we offer the introduction as a token of our appreciation.

What is the business goal and user goal?

Business goals: Being more effective in convincing prospective clients to use the service and provide a better user experience in the discovery, learning, and engagement stages for the clients. Design an effective way for the client (brides) to learn about the service, request quotes, communicate with company, get onboarded and register / create account, and pay for the service.

User goals: Brides need to be able to visit website and easily learn about the Repeat Roses service experience, the full process, pricing, benefits, etc.

They should also have a clear opportunity and easy way to request an online quote and schedule a call with a salesperson. They need to be able to easily register and create an account.

1. Learn how Repeat Roses business achieve environmental sustainability and social impact goals and how RR can help the user achieve the same.

2. To better understand all aspect of the service ( Fee, process, & timeline of the service)

3. Request a quote and be clear about the follow up communication by Repeat Roses successfully

4. Create an account on the site successfully

5. Spend as little time/energy as possible in the whole process.


​​​​​​​Research Method

1. Business stakeholder interview to understand the business goals & wedding industry research.

2. Review of top customer service issues for insights into the current pain points.

3. User Interviews with usability study and card sorting to understand user goals, usability of the current website and potential new information architecture (9 users interviewed in total (4 brides, 3 recently married women, 2 grooms).

4. Competitor analysis to understand how competitors communicate their value proposition

5. Comparative analysis of websites for inspiration on how to communicate social impact & quote animations.

Card sorting

Based on the results of usability test, we found that users are confused and had trouble understanding the words and used on the navigation. And from our card sorting sessions, we found that users used words such as “About”, “FAQ”, “How we work”.

Design Approach

1. Make “Requesting a quote” more accessible

2. Simplify the information on how the process works

3. Reduce the amount of copy and images

4. Make service fee more transparent

5. Use infographics to communicate RR impact.

Persona 1
Persona 2
User Journey

Research Findings

Business model

1. All Responded positively to Repeat Roses’s environmental and social impact missions

2. Some mistook the service for a charity

“At a high level, I know what the company does. It’s unclear what information I would need to consider using the service. Get to know us, How we work, What we do…
How different could they really be?” 
— Lindsay

1. Most thought the website had information overload.

2. Some don’t understand where the flowers are donated.

“I saw info on what the problem is and the negative environmental impact, but I don’t remember seeing anything on how they work to mitigate the issue.” — Holly

Getting a service quote

Some thought the service quote process was vague.

“I don’t get the process. Is Repeat Roses a florist? Do we buy the flowers through them?” — Stephanie

1. Don’t think there is a service fee.

2. Don’t understand why they had to pay.

3. Drop off the site because the service is too expensive.​​​​​​​

“Why is it so expensive? What does the cost of the service go to and what the service fee is used for?”
 — Mari


Flow chart
Sketches & Wireframes
First Prototype

User Testing & Iteration

We tested a total of 4 users (3 brides and 1 groom)

Test the user experience for the following critical flows:

1. Learn about the service — how the service works, social/environmental impact, tax benefits, service fee

2. Request a quote

3. Contact Repeat Roses

Focusing on

1. Ease of use

2. Ease of finding information

3. Navigation

4. Content

5. Images

Key Findings

The users overall responded positively to the prototype. They found the prototype easy to use and felt as though the site was very informative but lacked personality. Also most of the users were still unclear about the service fee and tax deduction.

1. Most found the new design easy to use, find information, and navigate.

2. Most found the content appropriate and to the point.

3. Most could not successfully locate tax benefit info.

4. Most thought service fee was more visible compared to current design, but was still less prominent.

5. Some were not clear on what to input for the floral plan on Request a quote page.

6. Some felt the site needed more images.

Style Guide
High Fidelity Prototype & Solution
High Fidelity Prototype & Solution

Client reactions

Jennifer was pleased overall about our research and solution and she thinks she will implement some of our design solutions to her website. However, she was a bit comprehensive about taking away many images that represents the story of Repeat Roses, which is an important component for its storytelling.

Next Steps

1. A/B testing with the current design vs new design to determine usability and conversion improvement.

2. Find the right balance of content to maintain the branding and communicate efficiently.

3. Integrate with the design for post-quote process.

4. Additional focus on the budget-conscious bride persona.

5. Development hand-off.

Challenges I encountered from this project

1. Recruiting and finding suitable users and time to interview and test the website. We need to identify the right candidates and confirm it with our client

2. Time constraint

3. Storytelling: How to effectively and accurately report our research process, finding, and solution.


From this project, I have learned so many things.

1) I learned how to work and collaborate as a team.

2) I also learned how important it is to communicate with the stakeholders. Trying to understand their needs and align it with the users’ needs is harder than I thought.

3) Communicating service vs. communicating mission. Different business models have different solutions and needs. There is no one size fit all solution. It is very important to understand the nature of the business and what the service/ products is in order to design the solution.

Click here for our prototype.