UX Case Study: Blooms' Flower Shop
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This case study for my Google UX Design Professional Certificate features creating a flower online store that allows the users to have an enjoyable experience to shop for flowers in a local florist making the process intuitive, simple and fast.
Project overview
The product
Blooms is a flower ordering website that provides users an effective and convenient way to buy flowers to their loved ones. Our goal is to make ordering fast and easy for all users. Blooms wants to compete in the market by measuring effectiveness through tracking order placed and monitoring repeat customers.
The problem
Competitor websites have plenty and confusing ordering steps before completing the actual tasks. Item display is overwhelming that it's hard for the user to choose.
The goal
Design a flower-ordering flow to be user friendly, providing a clear menu, offering different payment options, fast checkout process and ability to choose to deliver or pick up the orders in the store conveniently.
My Role
Conducted competitive analysis by trying competitor apps
Conducted user interviews as primary research with 5 users who order food online
Created user personas
Created user flow diagrams
Created paper and digital wireframe
Created Mockup and responsive design in Adobe XD
Created low and high fidelity prototype in Adobe XD
Conducted 2 rounds of Usability study and interview
User Research
I conducted interviews and created empathy maps to understand the target users and their needs. A primary user group identified through research was users who are in a relationship and users who are away from their loved ones or family members and wanted to send gifts by buying flowers online and deliver to their address.
I interviewed users to learn about the following:
Do buy flowers for special occasions?
If yes - Do you buy online? Where, Why and For Whom?
Why do you choose this flower store over the other competitor?
How often do you order?
Can you tell me your process in buying/ordering flowers?
How do you decide what flower or arrangement to buy?
What are the challenges or experiences you encountered while ordering flowers?
How did you feel when you found out that the flower ordering site is already fully booked?
Do you prefer to pick up the flowers yourself or deliver the flowers to the recipient? Why?
What features do you usually like to see in a flower ordering website?
What are the areas that you think they can improve on?
User Journey Map
I created a user journey map to highlight the touch points, actions, thoughts, and pain points. This illustrates what the user goes through to achieve their goals. This will help me as a UX designer create obstacle free paths for users, reduce impact of designer bias, and identify improvement opportunities.
Persona
Fictional user whose goals and characteristics represent the needs of larger group of users. This will help identify patterns and behaviors in users that might point to a common pain point that a group of user experience. Build based on research and data collected.
Sitemap
Building a sitemap means thinking about all the steps and decisions a user makes when they come to the website. A well-defined sitemap can orient the user and help improve site navigation. Creating a sitemap can also help spot areas of improvement in the navigation and any important pages that were overlooked before beginning the design phase.
Wireframe
Next, I started making paper wireframe, a fastest and inexpensive way to get the idea out. Stars were used to mark the elements of each sketch that would be used in the initial digital wireframes.
Moving from paper to...
Digital Wireframe
Design and Implementation
Created a Design system, a series of reusable elements and guidelines that allow designers to design and develop following predetermined standards.
Takeaways
The Blooms website makes users feel like really thinks about how to meet the user needs. I learned the importance of usability studies and gathering feedback to refine the mockup. These insight direct action and help me as a designer improve the product. We should always make the user front and center of the product. Always remember that we are not the user, that's why we need to continuously learn from them to produce inclusive design.
Get in TouchLINKEDIN: /grace-villaver-ux | EMAIL: marygracevillaver@gmail.com | MOBILE: +971 55 524 7943
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