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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

  1. 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

  1. Finalize leaves

  1. Select leaves

  1. 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

  1. The user can simply add budget and save time

  1. Business can save paper and use what is available.

  2. 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

  1. Following the Miller's law to reduce the cognitive load

D) Option to change order

  1. Ability to change order before adding to the cart

  2. Reduces the number of steps needed as the user doesn't have to go back

  1. Finalize leaves

  1. Select leaves

  1. 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

  1. Finalize flower

  1. Select leaves

  1. 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

  1. Business can save paper and use what is available.

  2. 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

  1. Reducing cognitive load

D) Option to change order

  1. 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

  1. 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

Design by

Shailee

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

Design by

Shailee