Case Study :
Flowers Forever App Design
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Project Overview:
The Problem
The Problem
Busy and adult workers lack the time or ability to go and bring flowers in person and many don’t like to make choices from limited available flowers
The Goal
The Goal
Design a flowers app for a florist in Vienna
The Product
The Product
Flowers Forever is a regional flowers app which strives to deliver fresh flowers. They offer a wide spectrum of flowers with competitive pricing. Flowers Forever targets customers like busy workers, senior citizens who lack the time or ability to bring flowers in person and who don’t like to make choices from limited available flowers
My Role
My Role
UX designer designing an app for Flowers Forever from conception to delivery
My Responsibilities
My Responsibilities
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs
Project Duration
Project Duration
March 2021 to May 2021
Understanding the users :
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. A primary user group identified through research was working adults like employees who does WFH like IT professionals, teachers, lecturers or engineers, bankers who don’t have time to buy flowers by going physically in a market and who don’t like to make choices from limited available flowers.
User Pain Points :
User Pain Points :
Time
Time
Working adults are too busy to get time to bring flowers in person
Accessibility
Accessibility
Platforms to order flowers are not equipped with helpful assistive technologies
IA
IA
Text-heavy menus in apps are often difficult to read and order from
Persona & Problem Statement :
Persona & Problem Statement :
Sara is a busy event organizer who needs an easy way to order fresh flowers because they have to plan and organize events in strict timelines.
User Journey Map :
User Journey Map :
Persona: Sara
Persona: Sara
Goal: Order fresh flowers urgently and get deliver to the required place on time.
Starting the design work :
Starting the design work :
Paper Wireframes
Paper Wireframes
Digital Wireframes
Digital Wireframes
As the initial design phase continued, I made sure to base screen designs on feedback and findings from the user research and reformed earlier wireframes as per user needs.
Usability Study Findings
Usability Study Findings
I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.
Round 1 Findings :
Round 1 Findings :
Users want to place urgent orders
Users want more flower choices
Users want various delivery options
Round 2 Findings :
Round 2 Findings :
The checkout process has too many unnecessary steps
“Place urgent order” functionality is confusing
Refining the designs:
Mockups
Early designs allowed for searching flowers and placing order, but after the usability studies, I added additional options to search flowers according to categories. I also revised the design so users see all the needed options easily like Urgent Delivery, Fresh Flowers of the Day when they first land on the screen.
Before Usability Study
After Usability Study
The second usability study revealed frustration with the checkout flow. To streamline this flow, I consolidated the “Place order” and “Checkout screens” to one “Preview Order” screen. Also added more options on “Delivery Details” page to select “Delivery Type”, “Delivery Date”, “Delivery Time”.
Refined Designs:
Key Mockups
Accessibility Considerations :
- Screen Readers
Provided access to users who are vision impaired through adding alt text to images for screen readers
2. Icons
2. Icons
Used icons to
help make
navigation easier
3. Images
3. Images
Used detailed
imagery for flowers to
help all users
better understand
the designs
High-Fidelity Prototype :
The final high-fidelity prototype presented cleaner user flows for ordering flowers and checkout. It also meet user needs to get more choices for delivery options like selecting needed Delivery Type, Delivery Time and other details.
Takeaways:
Impact
Impact
The app makes users feel like Flowers Forever really thinks about how to meet their needs.
One quote from peer feedback:
“The app made it so easy and smooth to check and order required flowers! I would definitely use this app to order flowers for home decorations, for festivals”
What I learned
What I learned
While designing the Flowers Forever 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
Going Forward:
- Testing
Conduct another round of usability studies to validate whether the pain points users experienced have been effectively addressed
2. User Research
2. User Research
Conduct more user research to determine any new areas of need
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