Designing out of the Box…for Bloom Box
A Google Ventures Design Sprint

The Client: Bloom Box
My Role: Google Ventures (GV) Sprint team member | Builder | Copy writer
Duration: 1 week
The Challenge
Bloom Box is a Miami florist that currently sells exclusively online. Their unique, personalized arrangements are gorgeous and have attracted customers through social media and word of mouth. Despite good traffic results from these efforts, online visitors are not completing the customization or purchase of their orders. Bloom Box would like to improve the online shopping experience in order to increase their conversion rate.
The Outcome
An intuitive shopping experience that evokes the freshness of stepping into a flower shop.A redesigned website that leads the customer through the check-out process without confusion.
Background
Instead of offering a huge variety of arrangements, Bloom Box keeps it simple with a choice between mixed flowers or roses, each available in three sizes. The floral arrangements are customized with beautiful hand-calligraphed messages. By shifting the focus away from endless variety to customization through personal messages, Bloom Box is able to reduce inventory costs, stay lean, and simplify the flower-buying experience.

GV Design Sprint
We had 5 days to redesign the site in a way that would encourage online visitors to complete a purchase-exactly enough time for Google Ventures(GV) design sprint. GV Design Sprint uses a Design Thinking structure and packs it within a 5-day framework.

On Monday, we mapped out the problem and chose to focus on shortening the very complex and redundant check-out process.
On Tuesday, we sketched competing solutions on paper. We looked for solutions already existing in a variety of industries.
By Wednesday, we turned our idea into a testable hypothesis.
On Thursday, we created a high fidelity prototype using Adobe XD, with special attention to the user flow. Customers were able to log-in to see previous purchases and to allow for their information to be pre-populated. Information was added about the dimensions of the box, to ensure the customer knew what they were sending.


Finally, on Friday, we were able to get real feedback from users who completed the purchase process on the prototype. We presented the redesigned site to the client.
Reiterating
In the real world, a GV Sprint is only a one week process. However, I decided to continue the process on my own. I took the user and client feedback and went back to the drawing (or sketch, rather) board. The homepage was not as navigable as we had hoped, so I chose a much easier card layout with easy CTAs. We also found our users having pain points during the checkout process, so I simplified it even further, allowing the user to complete the entire checkout process in three clicks.


