FLORAL FOCUS
An application to connect you to local florists, create custom orders, and save your designs.
Project Background
Floral Focus is a bouquet customization application that allows the user to shop local florists and create unique floral designs. Floral focus has a mission to support local small business, while allowing busy users to quickly purchase, save and customize bouquets. Floral focus targets customers such as workers busy entrepreneurs who lack time to go to a florist to order flowers.
My Role
UX designer designing an app for Floral Focus from conception to delivery. My responsibilities included conducting interviews and competitive audits creating empathy maps, designing paper and digital wire framing, creating and refining userflows, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
Project Duration
March 2022 to August 2022
The Problem
Busy workers and entrepreneurs lack time to go to a florist to order gifts for their loved ones and clients.
The Goal
Design an app for Floral Focus that allows users to easily order and customize bouquets for pickup or delivery.
Challenges
Design a cohesive interface for familiar and unfamiliar users
Create a minimalist UI that keeps the products as the main focus
Design a simple user flow for customization, saving and purchasing
Wire Framing
Paper and digital wireframes were made to gather initial research from participants.
User Research
I conducted interviews and created empathy maps to understand the users I’m designing for and their needs. My research identified through my research is working adults, entrepreneurs and busy people in relationships.
This user group confirmed initial assumptions about Floral Focus’ user base. It was also uncovered that users would like to utilize this service to order recurring deliveries or to send them as a surprise to friends and family.
Research Pain Points
Time: Working adults are too busy to stop at a florist to order and wait for a custom bouquet order.
Accessibility: platforms for ordering florals are not equipped with assistive technologies like color filters for people with color blindness.
The ability to save custom bouquets into lists for future dates, or create recurring deliveries
Personas
Low Fidelity Prototypes
Usability Studies
High Fidelity Mockups
Key Takeaways
Some unique takeaways that Floral Focus gives to users is the ability to customize bouquets and order them online without needing to contact florists individually. Floral Focus is an ongoing project to connect users to their local businesses and support their communities. Because bouquets are such a visually pleasing gift, I tried to create an app that is just as visually pleasing.
Next steps are to continue iterating and conducting usability studies to uncover new pain points with users. I would also take these initial designs and translate them to a larger screen such as a tablet or desktop to give users more options.