UX Case Study : RePh:resh , curated flowers stores.
The goal of this case study is to design an online florist capable of offering better solution for customer while retaining the same intimate experience that an experienced florist would be able to provide in person
** the name and website do not exist.
My goal is to develop an e-commerce store to effectively show and distribute flowers.
Research
Allan Lee / Anushka Agrawal / Cindy Leung / Kate Leenutaphong
My teammates and I collaborated and shared information on our research. The four parts of our research are
- Online survey
2. Interview
We then interviewed people both online and in person, which then became an important part of our analysis.
3. In store observation
We visited three different flower stores and conducted unled observation with both florist and customers. We spoke with all the florist, but due to high traffic by customer in the store during the day of our visit, we decided to mainly observe.
4. Domain research
WE conducted domain research by searhing online for flower stores in Vancouver and particularly ones that were highly visible and easily findable online.
Once all our research was done, we turned our attention to demonstrating how these websites catch our attention and develop our affinity diagram.
This affinity diagram is then translated into the quality we are seeking in our target demographic.
Persona
I introduce to you our persona MORGAN
Morgan is a 71 years old married woman living near the US border in Canada. She loves to decorate her home with flowers and also likes to buy flowers for others to show appreciation. She sometimes shops online but is wary because she has heard numerous stories of other people’s bad experiences.
She didn’t want to be just another customer for a store. That is the main reason why she dislike online florist because it make her feel like there are no intimacy between florist and customer.
Her goal :
- To decorate her home with flowers.
- To buy flowers for others to show appreciation and gratitude.
Pain point :
she lives far away and does not drive. Due to these conditions, she finds it very hard to buy flowers in person and equally difficult to then bring that bouquet back home.
Morgan is 71 years old, has a knee problem, and does not drive. This is what our group imagines it would feel like to be in her situation.
When going instore was no longer an option, Morgan decides to try Google for an alternative answer.
From this point we prepared our user flow differently deciding to focus instead on things that can lower customer expectations but still retain the joy that an intimate in-store experience would provide at a local florist.
Brand and concept
By combining “rephrase” “PH” and “refresh” together, you synthesize new meaning .
Each of these words has a deep meaning we try to convey to our customers. Rephrasing is what a flower sender does when trying to redefining the message they want their flowers to convey to the person receiving them. A florist will in intentionally lower the PH of water that flowers sit in to keep them fresh longer. Refresh refer to the feeling that the person receiving the flowers feel when they look upon their new beautiful bouquet.
From my personal experience in working with elderly people as a project manager in a medical context, I have learned that they are generally not tech savvy. It is important to not bore them with too many small details, as our research suggests they tend to give up easier if perper easy to follow instructions are not given. To this end, I have decided my website to minimalistic in nature and only have what is needed for a great experience.
Paper Prototype.
Home Screen
Designer’s choice ( bouquet screen )
Anniversary (sub of bouquet screen ) / check out
Card screen
Testing
I had asked friends to help me test out the product and give some feedback on my design. This is what I have discovered from my testing.
Wording — my word choice did suite the brand character, but it was difficult to understand by an elder generation that was not familiar with the language.
Guidance — Sime parts of my guidance were excessive and not necessary. I tended to err on the said of cautions, putting in additional guidance where I was unsure if there was enough.
Wording ( again ) — I was using “ tutorial” for both my “florist kit” and “florist tips”. Using the same name for different tools would have been confusing since they would have taken the user to different pages.
The complication on choice — During my testing, users lost track of what they were doing. There were too many choices during the check-out process that tended to confuse customers in what step was next. On this basis, I removed “customize wrapping” and “ vase selection” altogether.
Result
Home screen
Designer choice
Sub bouquet screen /check out
Card screen
Delivery / Payment / Confirm
Here is the link to the online wireframe :
Things to improve in the future.
Things I consider to improve in the future.
1. Size of the page. — I make it too big. I made with scale of full HD which make it look bad when displayed on desktop screen.
2. Make the check out process shorter. — 9 steps is still too long for elder. Putting all the information they had to fill in one page might be a better idea.
3. Make the guidance easier to understand.
