Fleur de Vie is a trendy flower shop in a small city. The flower shop is run by two florists who pride themselves on their unique flower arrangements and fast, reliable delivery to the surrounding area.
Lead UX Designer and Researcher
Figma | Pencil & Paper | Photoshop | Illustrator
January - March, 2023
People find it inconvenient or are unable to visit the store to see available floral arrangements.
Design an app for Fleur de Vie that allows users to browse flower arrangements, save favorites, and easily contact the florists in app.
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 elderly adults who are intimidated by online shopping and have mobility and accessibility limitations.
My research revealed that this user group would benefit from the ability to browse floral arrangements in the app and order online or via phone, since it is more difficult for them to visit a florist in person. Due to vision and/or hearing impairments, they require accessibility features. They have concerns about the security of their information and want to make sure their orders are delivered on time.
Age: 70
Education: Some College
Hometown: Woodbury, MN
Family: Married, Adult Children
Mary is a retiree who isn’t technologically savvy and needs an easy and trustworthy way to browse and order flowers from home because she wants to send gifts to friends and family but has limited access to transportation.
Mary and her husband are retired and live in a small town. They both have mobility issues and it is becoing more difficult for them to leave the house. Mary likes to buy flowers for her friends' and family's life events. Getting to the florist is harder now that she doesn't drive, and she would like a way to easily order flowers at home. Mary would like to see the floral arrangements she is sending but is hesitant to make purchases online.
Mapping Mary’s user journey revealed that an app would help her order flowers without leaving her home.
Drafting multiple iterations of each screen allowed each element to be carefully considered for how it addressed user pain points and whether or not it would be included on the home screen.
Throughout digital wireframe iterations, I focused on user feedback and research to create features that addressed user concerns and pain points.
Simplifying navigation and highlighting key usability elements were the focus in creating digital wireframes.
The low-fidelity prototype connected the user flow of browsing flower arrangements, creating an account, ordering, and contacting the florist.
I conducted two rounds of usability studies. I used conclusions and insights drawn from the first study to improve upon the wireframes in the mockup phase. The second study helped me refine the high-fidelity prototype.
Users would like browsing flowers, but did not see themselves ordering in-app.
Users found that multiple contact buttons on the favorites page was confusing and unnecessary.
Some users struggled to return to the home page while browsing.
Users did not recognize the icon for the contact button in the menu.
Users wanted a way to easily view the flower shop information page.
Users would like a way to see their contact history with the flower shop.
The low-fidelity prototype included contact button next to each favorite to indicate that users could select a favorite to contact the florist about. In the high-fidelity prototype this option was added to the contact form.
Early designs allowed users to fill out a contact form and choose a favorite arrangement to inquire about. Based on feedback from the second usability study, I added an inbox feature, and a simplified contact page with multiple contact options.
The final high-fidelity prototype provides a much more intuitive interface to browse and contact the flower shop.
More intuitive and useful icons were added to the bottom menu, as well as labels for users not familiar with some styles of icons.
A zoom function was added to photographs to assist visually impaired users in better viewing the arrangements.
A chat and inbox feature was added to give users who are hearing impaired the ability to connect with a real person without using a phone.
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The app makes users feel like they are getting the in-store browsing experience from a mobile app.
It’s challenging to predict all the potential pain points your user will encounter within your prototypes which is why the usability studies and iteration process is so valuable.
