Ordering Flowers Online
To address customers' needs for easily ordering flowers online in a format that allows them to feel comfortable knowing they are getting the product they envisioned with the quality and guarantee they desire.
Case Study
My Role: Product design from research to conception, visualization and testing
Project Time: 3 weeks
Strategy Kickoff
This case study was interesting because the strategy changed direction toward the end as I sought answers to questions I developed from multiple interviews. I conducted online research on current websites in this area to gain a general understanding of users' experience in ordering flowers online. I concluded that both the customer and the flower shop owner were important personas to consider, although I focused my website development on the pain points of the consumer. At the end of development, I interviewed a flower shop owner. Her insights served as a great reflection on the needs and challenges of considering a possible solution to users’ experiences.
Personas
Ben
knows his wife loves flowers, although he finds it overwhelming to shop for them, especially online. His knowledge in this subject is very limited.
​Anna
has not been very good at keeping up with the demand of online shopping. She wants to recreate her great, in person customer service, online.
Initial Research
Ron S. Harp
Ph.D. in Physiology
Private Investor
Age 70
Pain Point: Quality Assurance
Terri C. Freeman
Self Educated
Owner of Bloomies
Age 57
Pain Point: Deceptive Photo
Online Research
Thinking Through Ideas
Brainstroming
Opportunities
Based on the responses received from informal interviews with 20 consumers who have bought flowers within the year (35% woman, 65% men), I decided to address three opportunities.
Improve customer service options to better the online experience through the options of:
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Custom Design Bouquets
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Training Tutorials
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Track Deliveries
Design
Bouquets
Training Tutorials
Track Deliveries
Wireframing
Website Diagram
Start To Wireframing
Iterations
Added - Navigation Bar
Added - Back Navigation
Added - Filter
Mockups
content moved up
content did
not move up
Challenge Learning Adobe XD
Creating a filter that collapses, understanding how to work with combining multiple components
Accessibility
Usability Study
The usability tests, which confirmed over and over those gaps in the user experience when ordering flowers, were being met. These findings made me look at the qualitative analysis of the project, why were these services not being offered already? I decided interviewing a flower shop owner was necessary to recalibrate the project. This interview confirmed all my assumptions leading to a different perspective and scope of the project, to focus on the influence the flower conglomerates have on the many aspects of the online purchasing processes.
High-Fidelity Prototype
