Florist Heaven

Problem

Florist Heaven addresses the challenge of limited accessibility to a comprehensive and curated platform for florists and plant enthusiasts to discover, showcase, and procure a diverse range of floral creations and plants. Existing options lack a cohesive and user-friendly interface, hindering florists’ market reach and customers’ ability to explore an extensive array of botanical offerings.

Goal

Florist Heaven seeks to bridge this gap by providing a consolidated digital space that empowers florists to expand their reach and enables users to immerse themselves in the world of botanical beauty. Through intuitive navigation, a visually appealing interface, and innovative features, Florist Heaven aims to create a thriving ecosystem where florists can showcase their creations, expand their client base, and gain recognition.

My Role

As a product designer for Florist Heaven, my role is pivotal in shaping the entire user experience of the app, from conceptualization to implementation.

User Research

User research was conducted through a comprehensive approach involving both qualitative and quantitative methods. Qualitative interviews were held with diverse florists and plant enthusiasts to understand their needs, preferences, and pain points. Additionally, quantitative surveys gathered data on usage patterns and preferences. The synthesis of these insights provided a deep understanding of user motivations and guided the design process to ensure a user-centered app experience.

Findings

I initially held the assumption that users primarily sought to purchase a variety of plants and flowers. However, findings revealed a significant shift in user priorities. Instead of just aiming for a diverse product range, users expressed a stronger desire for comprehensive care instructions and guidance. This revelation guided my design focus towards enhancing the app’s educational content and user support features, aligning with the newfound emphasis on providing valuable plant care information.

Pain Points

• Limited Plant Information: Users may struggle to find comprehensive plant care instructions and information about the plants they are interested in purchasing, leading to uncertainty about how to properly care for their selections.
• Complex Navigation: Users could experience difficulties in navigating through the app’s various sections, especially if the menu structure or labeling is unclear, resulting in frustration and a less enjoyable experience.
• Checkout Friction: Users might encounter obstacles during the checkout process, such as unclear pricing, unexpected fees, or a complicated payment process, causing them to abandon their purchase out of frustration.
• Inadequate Visual Representation: Users may be disappointed if the images of plants and floral arrangements in the app don’t accurately reflect the actual products they receive, leading to unmet expectations upon delivery.

A/B Testing:

After the initial wireframes were drawn a Low fidelity prototype was created and then tested on 5 different types of users;

1. Tech Wizard
2. Casual person in their 20s
3. Plant Enthusiast, who purchases plants frequently
4. Not technologically inclined
5. Casual Person in their 40s

User Feedback & Solutions

1. Feedback: 4/5 Users noted that the Explore Page added no value to the app other than a search bar. “So the difference is I can search now? Doesn’t seem very different from home”
   • Solution: Changed the main purpose of the app from a store to a companion app, making the explore page the Home for user created guides. This decision was influenced by some factors but the main one being that users want to learn how to take care of their plants and florists want to share how to take care of those plants. Taking it in this direction gave the app more value to those who want to purchase plants and take care of current plants.
2. ‍Feedback: 4/5 Users did not like being redirected to the cart screen after adding an item to cart and wanted easier access to the cart screen. “I said add to cart not take me to cart”.‍‍
   • Solution: The cart is now a bottom sheet and when a user adds an item to cart a little animation plays that throws a little colored circle to the cart icon. If the user wishes to access the cart, they tap the icon and it pops up from the bottom of the page and to exit the user simply swipes down or taps at an empty space. This decision was made after knowing which design system to adopt and the capability of Material Design.
3. ‍Feedback: 5/5 Users expressed their dislike to the garden screen, having the remove button easily clickable as well as the general layout was too confusing and did not feel very customizable. “This is my garden right? Why can’t I edit the picture of MY Garden”.‍
   • ‍Solution: The garden screen now provides customizable lists and images. It also displays the guides that the user saved and liked. This decision was influenced by the user’s needs to customize their garden to make it feel unique and personal.
4. ‍Feedback: 4/5 Users wanted a clearer and better display of the caring instructions. “I just want to see how to water my plant, I don’t want to read everything to know that one thing”‍
   1. ‍Solution: Plant guides have sections that are highlighted with iconography that show the user the information they need without having to read through the whole guide. Doing so simplifies the user’s experience and doesn’t force them into reading the whole guide but only taking what information they need from it.

After many design iterations and user feedback on those designs we come to the conclusion that we see. A clean, material design system oriented, and user friendly final design. One of the main goal of the project was responsiveness and that was always achievable in the way it was designed

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