Bowcutt's Floral & Gifts
The goal for this project was two fold. The first was to learn more about the process of US design. The second was to examine ways to improve the user experience for a local flower shop "Bowcutt's Floral & Gift."
My Role
I was the sole designer in this project and took on the roles of UX Researcher, Visual Designer, and Product Designer, As such I took on the tasks of conducting interviews, creating paper and digital wire frames,creating low and high-fidelity prototypes, conducted usability studies, and iterated on the designs.
Research
I conducted secondary research to discover the main demographics in the floral industry, along with common problems that users faced. The most common demographic was women and were between the ages of 25-34 and prefer to buy flowers from local florist, but they are also willing to support the local business and buy online.
Based on the information found in the secondary research and the first hand account from the people over at Bowcutt's I developed a persona of their frequent buyers.
Design Process
With the personas on deck I began the work of sketching out multiple ideas to test out ideas for the project. Making sure that to add text and images where possible to help users pick their product but also to address accessibility issues that could arise.
One of biggest concerns for shoppers online is if the image presented online will match what the final product will look like. As a result I chose to include both images and in depth descriptions to make sure that customers could both see and read what went into each floral arrangement.
Usability Results
After usability tests were done I found that even with my focus on the images of each flower arrangement, the users still wanted more pictures to help them make their decisions on what to purchase.
The users also wanted to be presented different floral arrangements depending on the occasion they were buying for. Sometimes the user might be buying for a birthday or other times a school dance. They wanted to begin their shopping experience with those different occasions in mind.
The users also wanted to be presented different floral arrangements depending on the occasion they were buying for. Sometimes the user might be buying for a birthday or other times a school dance. They wanted to begin their shopping experience with those different occasions in mind.
Final Design
After reviewing, grouping and digging into the results from my usability study and made changes, I moved on and began building an identity including a new logo colors and fonts. I built out guides and components to be used on their app and website.
Next Steps
From this point I think that a new round of user tests need to be done to verify if the project is at a good spot. I want to spend more time and look into my actual steps of inputting personal information for the purchase. I I think there is more work to be done to improve the selection for in store pickup and delivery options that would take more input and research.