~BloomBox Case Study~

The Problem.

What is BloomBox?

BloomBox is an online flower company that hopes to steal the hearts of clients by offering a unique, customizable product that hi-lights the message rather than the medium. “ The company’s mission is to keep the customer at the center of the experience by creating flower-gifts as unique as the reason for gifting them.”

The problem Presented to Us ?

The client is seeing a large drop-off rate once the users get to the product page and try to customize their Bloom Box.

How will this issue be resolved?

My team: Jason James, Jorge De Leon and I will be taking this challenge head on using the Design Sprint method, consisting of mapping, sketching, deciding, prototyping and testing.

The Solutions.

Solution #1 : A step-by-step customization process to reduce/prevent cognitive overload.

Solution #2 : We made the customizing process more customizable by adding flower type, vase design, pairable items and a personal message that you can customize completely.

Solution #3 :We also added imagery, especially during the customization process, given that our research has proven that visuals are critical to the user experience when buying flowers online.

  • Our quantitative research has revealed to us that 41% of flower buyers, purchase flowers according to their beauty and 51% buy according to their quality*

The Process of Finding The Solutions.

Before you can create solutions to a problem, you must understand the problem well.

To get a deep understanding, we gathered all of our quantitative & qualitative research collected from 51 survey takers and 5 interviewees to determine that our demographics were males ages 25–34, because this demographic accounted for 75% of the survey takers.

Our research also revealed that…

Customers Want

  1. Good quality (51%)
  2. Aesthetically pleasing arrangements (41%)
  3. Pair-able options (45%)
  4. Flower type selections (27%) *highest percentage tile*
  5. Vase type selections (18%) *highest percentage tile*

Customers Need

  1. Visuals / Imagery
  2. Pre-made arrangements
  3. An easy customization process

Mapping Out The User Flow

With the wants and needs of the customers defined, we moved on as a team to map out the user flow of the BloomBox website. Our starting point was Instagram since BloomBox has informed us that majority of sales come from Social Media. The goal of doing this Flow is to discover all possible pain points which were…

  1. A lack of imagery
  2. A not so customizable customization process
  3. An impersonal experience
  4. A lack of loyalty perks
  5. A lack of product knowledge
  6. An unestablished sense of trust between the users and BloomBox.

“How Might We Statements”

With complete understanding of the users wants, needs and pain points, our team moved forward by creating “How Might We Statements”.

These statements are meant to ask a general question that should evoke creative ideas focused on solving a problem.

As a new UX/UI Designer, I found this to be a bit tricky. It almost seems like I should have been asking myself “How might I (we) complete this process without jumping straight to solutions.”

Originally our group came up with many “How Might We’s” that were solution based, for example “ how might we introduce popular items.” The problem with that statement is the phrase “introduce popular items”, this suggests a solution to begin with, which defeats the purpose of using how might we statements as guidelines when we transition into the ideation phase. After learning this lesson my team and I came up with these:

How Might We…

  1. Reduce cognitive overload.
  2. Establish trust.
  3. Convey product quality.
  4. Improve the checkout experience.
  5. Better the customization process.
  6. Personalize the experience.

The Lightning Demo/ Competitve Analysis

Our next step in the process was to pick one How Might We Statement to focus on and to take a look at what both direct and indirect competitors were doing.

Although I would have prefered to focus solely on bettering the customization process, the group desicion was to focus on improving the checkout experience in its entirety, from when you first get to the website to when you’ve payed and your order has been completed. I was confident in my team and I knew no matter what we picked, we would do well. I happily complied.

Competitors

With our How Might We determined, our direct competitors were LaFleur, 1–800 Flowers and TriasFlowers. Our indirect competitors were Moo, Custom Ink and Fortnum & Mason.

Analyzing their methods, we picked the good ideas out for us to possibly revisit and embellish upon. Here are some of their hilighted ideas.

Satisfaction garunteed, loyalty and quick ordering. Add ons, Minimal steps, Availability and visible prices.Clear error messages and live chats.Star rating system, color options and different angle views on products. Customer feedback and outside product pairing. Step overview and live chats.

Sketching/Ideation Phase

Crazy 8’s & Speed Critiiques

With five minutes on the clock, each person in my team, drew 8 ideas down, the goal is to throw every idea out there as quickly as possible. This is called Crazy 8.

After Crazy 8’s each of us participated in The Speed Critique and created 3 solutions which were posted around the room anonymously for others to place stickers on, if they liked the ideas.

I decided to include the following with my ideas: the issue, the idea and the data from research to validate the purpose of my ideas.

The Speed Critique revealed to me that of my ideas a step-by-step customization process was popular which also included vase options, flower type options and pairable add options.

As a group we agreed to implement the following ideas :

A step-by-step customization, video tutorials and deals of the week …

Storyboard

To see how well our implementations would fit, we created a story that our primary user persona would most likely go through using our app with our ideas. Jorge did some awesome illustrations which helped us empathize more with users and gain confidence in the usability of our designs.

Prototyping

Anytime you start off in prototyping you want to use pencil and paper. Spending too much time on beautifying an idea will make it difficult to discuard when people tell you it isn’t really as good as you thought it was.

Below is our first prototype where we implemented the Step-byStep customization idea.

below is our second prototype where the following has changed :

  • We added a progress bar to show the user where they are in the customization process.
  • We added prices that are more visable to maintain transparency between the user and business.
  • We added a Subtotal amount at the bottom of the customization screen so customers can see how much they are about to spend.
  • We seperated the customization options to get rid of confusion caused by having them all connected.

Our final prototype for the design sprint was this, and ready to be tested on the streets.

User Testing

Considering it was the very first time that I had done user testing as a UX-UI Designer, I’d say it went pretty well. Of course there were moments of nervousness and fear of rejection, but it had to be done.

Our interviewees were interested in what we were doing and very open to giving suggestions which made the experience far more enjoyable.

After we conducted our testing on 5 users ( 5 people account for 85% of usability results) we headed back to sort out all of our insight.

When all of the user testing results were sorted out, it was very clear that the customization process which was the most important part of the user experience and it still had a lot of work that needed to be done. After all, the main issue presented by BloomBox was that people were exiting the website when it was time to customize. With more time I would love to dig deeper and focus only on the customization process so that we may perfect this process and get those drop off rates lowered.

Cheers to my awesome team !!!