Case Study

What if you I would tell you, ordering flowers can be a bliss?

What if I tell you, you could look like a superhero in front of your significant other?

What if I tell you you could design your own bouquet, not leaving your chair?

DESIGN CHALLENGE

With Flower Me pretty app. Customers can order flowers and have them delivered in an hour. They can set reminders for their important dates and never forget an Anniversary again. They can become a florists and design their own unique bouquet.

My goals were to create an app that will help people:

1. Save time ordering flowers.

2. Have appealing flowers to choose from

3. Give customers an option of getting their flowers in an 1 hour.

4. Have an option of designing your own bouquet.

SCOPE OF WORK

User research and validation, persona creation, interaction design, user flows, wireframing, branding, visual design and prototyping.

The idea behind an app is to show people that ordering flowers can be easy . That there are variety of latest styles of flowers they can choose from. The idea is to make a process easy - so it would become a habit of people to give flowers. Because giving flowers - is good:) and most of all rewarding.

Who doesn't like to receive flowers?

(I guess sorry for the folks who have allergies).

HOW EASY is IT TO send flowers?

My first user research task was competitive analysis. Many flower-ordering apps were not customer focused, most of them has the same database of flower styles, which are very outdated. Also most of them have a very time consuming checkout with a mandatory sign up, hidden fees and other all not pleasant experience.

So there was definitely room for Flower me pretty to come in.

COULD Flower me pretty SOLVE USERS PROBLEMS?

Yes, yes yes!!

I’ve conducted detailed user interviews with 10 people. Each person was either ordering flowers occasionally or would go to the local florist.

My goal was to:

Determine if my idea was viable and if users would find Flower Me pretty as a good alternative to the other delivery apps.

2. Understand my users’ flower ordering habits.

3. Identify the underlying challenges they face. Are there any patterns?

MONEY TALK

Most users didn't want to spend too much on the flowers. They wanted to see budget options to choose from.

PERSONAS, MY CUSTOMERS

From my interviews, I created 3 personas. Each addressed a key concern:

A busy mother of 3, running 2 business, who has no time to think about sending flowers, but would like to have a tool, which would give her an opportunity send trendy flowers, easy and fast.

A 45 year old UX Architect, single, leaving downtown Toronto, very artistic individual, who has a passion for poetry and travel. Orders flowers occasionally by calling a florist down the street, due to the luck of presents os decent flower- ordering application.

Woking male, 50 years old. Mortgage broker for past 30 years, active lifestyle, 3 daughters. Sends flowers occasionally (his assistant usually does it for him), or he would stop by a floral show up in Woodbridge.

With these personas, I moved onto user flows to map out the customer journey using each persona’s job stories.

WIREFRAMING

My first two wireframes focused on prioritizing UI elements based on my research. The goal was make it very simple and easy to understand.

USER TESTING MY FLOW

Which patterns made more sense? I have asked users to show me how they would order flowers. The test was a combination of A/B testing and usability testing via observation.

MOODBOARD AND STYLE TILE

As I worked on my wireframes, I also laid down the foundation for Flower Me Pretty visual design. I have had an understanding of how I would want my style. I have complied pictures, colour, fonts in a mood board based on a styles I would want to go with. I wanted to see what visuals and colors people would commonly be drawn to.

From putting together my moodboard, I realized that my main style has to be very airy and inviting. With calm, inviting, not overpowering colours app based on using beautiful professional images.

This mind, I created a style tile.

(mood-board)

COLOUR

As I worked on my wireframes, I also laid down the foundation for Flower Me Pretty visual design. I have had an understanding of how I would want my style. I have complied pictures, colour, fonts in a mood board based on a styles I would want to go with. I wanted to see what visuals and colors people would commonly be drawn to.

From putting together my mood-board, I realized that my main style has to be very airy and inviting. With calm, inviting, not overpowering colours app based on using beautiful professional images.

This mind, I created a style tile.

(mood-board)

TYPOGRAPHY

I wanted to convey clean, easy to read and sophisticated feel for the app. I have decided to pair typeface with would have both.

As a result, I have used Abhaya Libre and decided on pairing a clean and modern Roboto typeface. Which translates the idea of of branding I have.

PHOTOGRAPHY

For this project, focus should be on the photography. It has to be extremely appealing and inviting. And translate our brand. It has to be professional and consistent.

DESIGN

I chose “Flower Me pretty” for my app’s name because I wanted the name that would be appealing, easy to remember and have a flare to it. I designed the logo using a line drawing of the bouquet to give it a slightly older and sophisticated look, to show that we are serious about our work, and it has a sense of style.

I made logo variations to see which version was the clearest when shrunk down to app icon size. Then, I conducted an A/B test on users to see which logo was the most friendly and have decided to keep the line drawing logo.

HIGH FIDELITY

My first hi-fi challenge was - how do i make it very clear and easy to use. What voice should I use so the customer feels confident. I incorporated natural language to better to communicate my message to the customer.