Design Research and UX Design for a Florist App
About
As part of Google’s UX Design course, I created a the beginning stages of user-friendly app design that simplifies the shopping experience. Customers will easily be able to explore, select, and buy floral arrangements for a hypothetical floral company called Fleurish.​
The Problem:
Bouquet purchases often peak during high-demand periods, leading to limited inventory and uncertainty around delivery times.
My Role:
UX Researcher
UX Designer
The Goal:
Design a homepage for the app that provides customers with a seamless shopping experience, allowing them to quickly find and fulfill their needs.
Responsibilities:
User interviewing, qualitative research, user persona development, empathy mapping, journey mapping, ideating, wireframing, prototyping.
Understanding the User
User Research Summary
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I conducted Zoom interviews to explore why people purchase flower bouquets and how they go about choosing the right arrangement. The findings revealed that most buyers prioritize quick access to key information, such as delivery dates, inventory status, and the sentiment or meaning behind specific arrangements. Based on these insights, I developed the persona of the "Busy BAU Buyer," which became the primary focus of the design.
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Another, less common persona that emerged was the "Creative DIY-er." This customer prefers to handpick individual stems and create personalized bouquets as a form of self-expression. This persona will go to a physical store to create their own bouquet, eliminating the need for an app. During the ideation process, the concept of a "build your own" section was introduced to cater to this persona's needs for future development.
Personas
The Busy BAU-Buyer
“I want to tell someone that I’d like something colorful and have someone let me know if it’s the wrong direction or not.”
Demographics:
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Age Range: 28-35
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Education: Graduate Level
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Residence: Urban
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Family: Dating or Married
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Occupation: Managerial
Goals:
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Rely on experts to design the bouquets.
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Approach decisions methodically, considering size, colors, delivery options, and cost.
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Have the option to speak with a live representative for personalized assistance.
Frustrations:
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Lack of understanding around the sentimental or symbolic meanings of flowers for different occasions.
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Limited stock and delivery options due to high-demand periods around special events.
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Insufficient information on how to care for the bouquets.
The Busy BAU Buyer purchases flowers primarily for holidays and work-related occasions. They prioritize availability, timeliness, and efficiency in the buying process. This persona prefers to trust the experts and expects the bouquet to have a polished, high-end presentation.
Journey Map: The Busy BAU-Buyer
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The Creative DIY-er
“I bought these so my home would look nice for Easter, but sometimes I buy flowers for myself to brighten my day.”
Demographics:
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Age Range: 21-27
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Education: Graduate Level
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Residence: Rural
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Family: Dating or Married
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Occupation: Non-Managerial
Goals:
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Express individuality by creating personalized bouquets.
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Evoke feelings of joy, creativity, and thoughtfulness through their floral arrangements.
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Enhance and brighten their living spaces.
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Prefer convenience and proximity when sourcing materials.
Frustrations:
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Difficulty finding affordable, single stems for building custom bouquets.
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Limited variety of flowers to choose from.
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Lack of inspiring pre-made bouquets to spark creativity when designing their own.
Journey Map: The Creative DIY-er
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Design Process
Design Summary
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I created three distinct homepage design options for the Fleurish app, each crafted with the goal of delivering a seamless and convenient user experience. Given the insights from user research, it was clear that the homepage needed to prioritize quick access to essential information, such as delivery times, product availability, and bouquet options. With this in mind, each design focuses on minimizing friction in the decision-making process.
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Homepage design #2 was created with the assumption that it would resonate most with users, as it emphasized intuitive navigation and visually prioritized the key information users need for a smooth, efficient shopping experience.
Digital Wireframes
Design #1
This section offers quick selection for filtering by occasion
This section lets customers quickly see what date bouquets will arrive
This section informs customers of what’s popular and offers information upfront on important attributes
Design #2
Mechanism design for getting real-time information on attributes
This section promotes premade bouquets for the current occasion
This section informs customers of what’s popular and offers information upfront on important attributes
This section gives customers the tools to navigate quickly
Design #3
This section promotes premade bouquets for the current occasion
This section informs customers of best sellers and when they arrive
This section informs customers of same day delivery if they’re in a rush
Outcome and Impact
IP