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Empowering users to design personalized bouquets
Empowering users to design personalized bouquets
Current stage - Proposal stage
70% users are enthusiastic about using the customization feature
How did I happen to work on this? I used to purchase flowers from here for my interior design photoshoot.
Empowering users to design personalized bouquets
Current stage - Proposal stage
70% users are enthusiastic about using the customization feature
Home
Home
Synopsis
Problem statement
Ivy decor, a local florist shop in Gujarat, wants to transition its business model from offline to online due to a shortage of staff and the inefficiency associated with frequent rework on bouquet arrangements. This situation hinders their ability to effectively meet customer demand and limits their potential growth.
Found through user interview and field study 86%
Users feels that online shopping lacks the tactile and sensory experience of offline shopping.
Project duration : 6 weeks
What did I do?
Field study
User interviews and surveys
Competitive analysis
Prototype
Goal
Offer a digital platform that combines the offline experience with the convenience of online shopping.
Snippets of the feature
Synopsis
Synopsis
Problem statement
Ivy decor, a local florist shop in Gujarat, wants to transition its business model from offline to online due to a shortage of staff and the inefficiency associated with frequent rework on bouquet arrangements. This situation hinders their ability to effectively meet customer demand and limits their potential growth.
Goal
Offer a digital platform that combines the offline experience with the convenience of online shopping.
Found through User interview and field study
86%
86%
Users feels that online shopping lacks the tactile and sensory experience of offline shopping.
Project duration
6
6
Weeks
What did I do?
Field study
User interviews and surveys
Competitive analysis
Prototype
Major challenges discovered
Users navigating existing florist apps have faced significant challenges, including:
Users find limited variety of bouquets
Devoid of hands-on-experience in creating customized bouquet
An absence of personalization features
Impersonal shopping experience
Possible solution
Creating a feature that enables users to create personalized bouquets. This feature addresses the challenges of limited variety of flower arrangements and an absence of impersonal experiences.
Problem statement
Ivy decor, a local florist shop in Gujarat, wants to transition its business model from offline to online due to a shortage of staff and the inefficiency associated with frequent rework on bouquet arrangements. This situation hinders their ability to effectively meet customer demand and limits their potential growth.
Goal
Offer a digital platform that combines the offline experience with the convenience of online shopping.
Found through User interview and field study
86%
Users feels that online shopping lacks the tactile and sensory experience of offline shopping.
Project duration
6
Weeks
What did I do?
Field study
User interviews and surveys
Competitive analysis
Prototype
Major challenges discovered
Users navigating existing florist apps have faced significant challenges, including:
Users find limited variety of bouquets
Devoid of hands-on-experience in creating customized bouquet
An absence of personalization features
Impersonal shopping experience
Possible solution
Creating a feature that enables users to create personalized bouquets. This feature addresses the challenges of limited variety of flower arrangements and an absence of impersonal experiences.
Snippets of the feature
Snippets of the feature
Understanding
the business
Interviews
Competitive
analysis
Reviews
Next steps
Design
Iteration
Customer journey map
Methodology
Methodology
Understanding
the business
Interviews
Competitive
analysis
Reviews
Next steps
Design
Iteration
Customer journey map
Methodology
Understanding the business
User interviews
Design
Iterations
Customer journey map
Competitive analysis
Reviews
Next steps
Understanding the business and customer
Understanding the business and customer
Stakeholder expectation
The major requirements of the client was to :
Move the offline traffic to online to avoid the chaos at the shop during peak hours
Increase the sales of exotic flowers
Maintain the branding of IVY, which is known for its unique flower arrangements
The major requirements of the client was to :
Move the offline traffic to online to avoid the chaos at the shop during peak hours
Increase the sales of exotic flowers
Maintain the branding of IVY, which is known for its unique flower arrangements
Field study observation
I visited the shop for a week to understand the customer behavior and conducted interviews to know their challenges and expectations.
The major observations made were:
Customers ask for options while the bouquet is being made
Customers negotiate a lot when in the physical store
The best sellers are arrangements with same kind of flowers
Customers often place order on phone but change it when the come on the store
I visited the shop for a week to understand the customer behavior and conducted interviews to know their challenges and expectations.
The major observations made were:
Customers ask for options while the bouquet is being made
Customers negotiate a lot when in the physical store
The best sellers are arrangements with same kind of flowers
Customers often place order on phone but change it when the come on the store
Understanding the business
Customer journey map
Customer journey map
Customer journey map
The field study observations guided the customer journey map that helped recognize 4 major user goals described below
The field study observations guided the customer journey map that helped recognize 4 major user goals described below
73%
73%
73%
Customers buy customized bouquet
Customers buy customized bouquet
I want to create customized bouquet so that I add a touch of me to my greetings.
I want to create customized bouquet so that I add a touch of me to my greetings.
I want cost-effective flower options for greeting new acquaintances with beautiful yet inexpensive flowers.
I want cost-effective flower options for greeting new acquaintances with beautiful yet inexpensive flowers.
I want to efficiently order flowers in bulk to enhance the workplace ambiance for upcoming events.
I want to efficiently order flowers in bulk to enhance the workplace ambiance for upcoming events.
I want to order flowers for the photo shoot so that I can match them with the decor of the home.
I want to order flowers for the photo shoot so that I can match them with the decor of the home.
Competitive analysis
Competitive analysis
Competitive analysis
Challenges discovered
The research that included Field study, User interviews, and desk study highlighted 4 challenges that user have faced while ordering bouquets from other websites. The user interviews were taken while they were ordering in the shop. I checked user reviews on the website to understand what challenges are they facing.
1
Unrealistic photos
Users feel that the photographs across different apps are monotonous and not realistic. The actual delivery is very different from the photos shown on the apps.
2
Absence of personalization
The lack of personalization options has resulted in a shopping experience devoid of individuality, making it challenging for users to effectively convey their sentiments.
3
Customization constraint
Inability to customize flower arrangements, which is the major factor of offline shopping. Users feel disconnected from the emotional aspect of gifting flowers.
4
Limited
variety
The similarity in available bouquets across different apps have overwhelmed users, making it difficult to find bouquets that align with their preferences.
1
Unrealistic photos
Users feel that the photographs across different apps are monotonous and not realistic. The actual delivery is very different from the photos shown on the apps.
2
Absence of personalization
The lack of personalization options has resulted in a shopping experience devoid of individuality, making it challenging for users to effectively convey their sentiments.
3
Customization constraint
Inability to customize flower arrangements, which is the major factor of offline shopping. Users feel disconnected from the emotional aspect of gifting flowers.
4
Limited variety
The similarity in available bouquets across different apps have overwhelmed users, making it difficult to find bouquets that align with their preferences.
Challenges discovered
The design
The design
After gaining valuable insights from research, a diverse array of ideas emerged, as a possible solution.
The initial phase focuses on developing a Minimum Viable Product (MVP) to assess the feasibility and functionality of the proposed feature.
The proposal
The vision is to replicate the customization experience, which customers feel is missing in the online experience. The bouquet customization feature of the product redefines personal expression and makes the online shopping experience more than just selecting from the existing options and placing an order.
60%
60%
customers that were interviewed at the shop were excited about using the customization feature
customers that were interviewed at the shop were excited about using the customization feature
Select flower
Timing and location affect the availability of flowers and leaves, so it's prioritized at the top
Quick view of available colors
Users said they may buy just leaves, next button allows them to skip
Actual photo of the flower with white background to improve clarity
Finalize leaves
Select leaves
Finalize flower
Quick view of available colors
Recommendation help users make quick choices, as some prefer not to go through the entire selection process.
The image of the leaves matches the cost. If the charge is for one leaf, the photo shows exactly what one leaf looks like
Status bar, showing the progress
Reminding user’s selection
Go back directly to the flowers page
70% users said that they search for care tips after receiving a bouquet
The price updates instantly with quantity change
Users can enter their budget for an expert to choose the best
The Design
Timing and location affect the availability of flowers and leaves, so it's prioritized at the top
65% users said they may buy just leaves, next button allows them to skip
Quick view of available colors
Actual photo of the flower with white background to improve clarity.
Status bar, showing the progress
Reminding user’s selection
The price updates instantly with quantity change
Recommendation help users make quick choices, as some prefer not to go through the entire selection process.
70% users said that they search for care tips after receiving a bouquet
Ability to change color and quantity in final order
This step allows users to make quick changes before adding in the cart
Reviews and Major Iteration
The design went through multiple iterations, based on multiple meetings with the stakeholders and regular user interviews. Took user interviews on 20 participants, resulting into subtle design change that would make bigger impact.
A) Moving Expert's choice
The user can simply add budget and save time
Business can save paper and use what is available.
May increase revenue
B) Adding 'Add' button
It saves time and brings down the number of taps needed
It is easier for the business to add more color options
C) Adding drop down
Following the Miller's law to reduce the cognitive load
D) Option to change order
Ability to change order before adding to the cart
Reduces the number of steps needed as the user doesn't have to go back
Finalize leaves
Select leaves
Finalize flower
Quick view of available colors
Recommendation help users make quick choices, as some prefer not to go through the entire selection process.
The image of the leaves matches the cost. If the charge is for one leaf, the photo shows exactly what one leaf looks like
Status bar, showing the progress
Reminding user’s selection
Go back directly to the flowers page
70% users said that they search for care tips after receiving a bouquet
The price updates instantly with quantity change
Users can enter their budget for an expert to choose the best
Finalize flower
Select leaves
Finalize leaves
Quick view of available colors
Status bar, showing the progress
The price updates instantly with quantity change
Recommendation help users make quick choices, as some prefer not to go through the entire selection process.
Users can enter their budget for an expert to choose the best
The image of the leaves matches the cost. If the charge is for one leaf, the photo shows exactly what one leaf looks like
70% users said that they search for care tips after receiving a bouquet
Reminding user’s selection
Go back directly to the flowers page
6. Add message
7. Finalize order
5. Select wrapper
Avoiding an extra step
Reminding user’s selection
Ability to change color and quantity in final order
This step allows users to make quick changes before adding in the cart
Reviews and Major Iteration
Reviews and Major Iteration
The design went through multiple iterations, based on multiple meetings with the stakeholders and regular user interviews. Took user interviews on 20 participants, resulting into subtle design change that would make bigger impact.
A) Moving Expert's choice
1. The user can simply add his budget and save time
Business can save paper and use what is available.
May increase revenue
B) Adding 'Add' button
1. It saves time and brings down the number of taps needed
2. It is easier for the business to add more color options
C) Adding drop down
Reducing cognitive load
D) Option to change order
Ability to change the order without going to previous pages
The results
The results
The following major results were found after 20 user interviews were conducted. The user interviews helped understand user's view on the new design proposal.
The Results
1. Unrealistic photos
1. Unrealistic photos
60%
60%
Users felt that the photo with plain white background made the photo clearer
2. Absence of personalization photos
2. Absence of personalization photos
70%
70%
Users loved the feature of adding handwritten notes or photos, adding a touch of personalization
3. Customization constraint
40%
40%
Users said that although they like the ability to customize, they feel that it is too much work and time consuming
Limited variety
80%
80%
Users liked the variety of flowers and leaves available
Learnings and next steps
Learnings and next steps
Learnings and next steps
This was my first time designing a mobile application and I was excited about the process. I tried following a linear process but soon realized that this is not going to work since almost everyday the requirements were changing. The more I was putting things on the paper, the more clarity I was getting. The most challenging part of this project was to bring a balance between what the user wants and how much is feasible to execute.
Learnings
User's opinion on any product feature tells us if the need of the product will really solve the problem or not
Relating the digital user journey with actual user journey shall be considered as an integral part in the design process
Designing for a MVP product or deciding a design stage that is optimum for conducting user interviews
Challenges
Recruiting participants for user interview
Bringing a balance between what the user wants and how much is feasible to execute
Aligning it with the business goals, product availability, and current work flow
Considering how this feature can be updated at regular intervals because of the nature of product, the availability of which is highly dependent on other factors
Current stage : Proposal
The feature received great enthusiasm from users but there were mixed opinions from the stakeholder's side, majorly because the product needs to be updated almost everyday. The client also didn't have enough budget for its execution and development.
LET'S CONNECT
I am everything design! I am resilient to the core.
Email: shailees0406@gmail.com
Contact: +1 (602) 576-4588
LET'S CONNECT
I am everything design! I am resilient to the core.
Get in touch to find out more about how I create digital experiences to effectively reach and engage audiences.
Email: shailees0406@gmail.com
Contact: +1 (602) 576-4588
LET'S CONNECT
I am everything design! I am resilient to the core.
Get in touch to find out more about how I create digital experiences to effectively reach and engage audiences.
Email: shailees0406@gmail.com
Contact: +1 (602) 576-4588