UX Case Study

Research and prototype for an app-based startup that offers local flower delivery

My role in this project consisted of designing the user experience for the supplier and the end user, by performing research, producing wireframes and an interactive prototype for two mobile native apps, doing usability testing, and proposing a style guide for the apps.

my responsibilities

User Research
Experience Design
Wireframing and Prototyping
Interaction and Interface Design
Usability testing

Time line: 6 weeks

Project summary

This project consisted of designing two mobile app for the florist and the customer

Business restrictions

Users must be able to sign up quickly via Google or Facebook authorization.

Users must be able to search and filter products: occasion, one hour delivery, price, on sale, florist artist and flower arrangement.

Florists must be able to sign up within 2 screens and receive approval process information via a 3rd screen.

Incorporate order status tracker for client-side and order status tracker update for the florists.

Customer-side app design constraints

The process end-to-end has to be seamless and intuitive.
Choose delivery location and time.
Create an account in just 1 or 2 clicks.
Have an intuitive and secure payment method.
Show only available products in the catalogue.

Florist-side app design constraints

Update product availability in real time.
Choose delivery location and time.
Consult payment status.
Have notifications for eligible orders and order status.

The problem

FloraGoGo does not currently have an app mobile, it wants to differentiate itself from its competitors focusing on improving the customer and the florists’ experience

FloraGoGo operates in a highly competitive industry, with incumbents like Bloomex, Teleflora, 1800Flowers, and FTD aggressively working to steal their users and lock in exclusive contracts with florists in their operating cities.

The process

This 6-week project involved performing research, producing an interactive prototype, conducting usability testing and proposing a style guide

Design process: discover, define, create, test and interate.

Did online and virtual research

Defined Customer/Florist map with HMW questions
Performed a competitive analysis with Canadian and non Canadian competitors
Created two provisional personas

Defined the list of functionalities for the two apps
Designed task flows for the two apps
Created wireframes
Created an interactive prototype

Recruited participants
Conducted Usability Testing sessions

Analyzed the list of identified problems
Qualified the problems in a frequency/impact matrix
Redesigned the interactive prototype to fix problems
Conducted Usability Testing sessions

Design solution

The design solution to solve the problem consisted of the following proposals

My aim for this project was to think of the flower delivery service in a very different way from what already exists on the market

To ensure a great in-app experience, I wanted to focus on the following aspects:

Build trusting relationships with its future customers by making sure to deliver what it promised.

Offer a smooth checkout process and allow the consumer to keep control over last-minute changes to their orders.

Empower the florist by allowing him/her to manage his/her catalogue of products so he/she can showcase his unique creativity and decide what products to sell.

The list of functionalities necessary to achieve the goals of the customer maps for the customer and the florist are:

"As a customer, I want to conveniently send flowers to a friend, a family member, or a colleague"

Sign up - customer
Profil information
Browse or search flowers
Check-out process
Order information and tracking, change delivery address and Cancel order

“As a florist, I want to sell beautiful flowers arrangements and plants without worrying about the delivery“

Sign up - florist
Manage products (catalogue), add, update or delete produts
Claim/manage orders
Order payment history

Customer taks wireflow

Wireflow of Henri's journey for buying flowers.

Florist task wireflow

Wireflow of Martha's flow from creating an account to managing orders.

Final solution

Interactive prototypes and complete project

Mobile

The two apps are in the same prototype. To switch from one app to the other, you have to click on the desired page in the Axure menu.

Showing how to change from customer to florist app within the prototype.

For Customer app, select select-postal-code page
For Florist app, select profile-florist page

Interested in reading more?

Read the complete project for a detailed breakdown of the project's process, design ideas, user testing, problem-solving, and conclusions.

Read the complete project