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The product

The product is a mobile app to help florists and consumers who need to buy flowers, but sometimes don’t understand about plants and don’t know any type of flowers.

Responsibilities

Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on apps.

Duração do Projeto

January 2022 to May 2022

Entregáveis

Personas
Style Guide
Protótipo Interativo
Handoff
Documentação

The Problem

  • Difficulty choosing flowers;
  • The issues with the delivery time;
  • Lack of knowledge about plant species.

Desk Research

Florists in Brazil had great growth after the Covid-19 pandemic, with people being forced to stay at home and away from their loved ones during commemorative dates. The industry grew by about 10% in market share compared to the previous year. Brazilian giant sellers like Giuliana Flores and Flores Online focused on e-commerce and their sales soared. However, even with the increase of online shopping, the consumers still have to deal with problems to choose, receive and get real information about the product they want.

In-depth interviews:

The audience for the interviews is mostly composed by young people aged between 18 and 25 from the city of Rio de Janeiro.

‍The result I got from the interviews is that

  • Most of the people request flowers on special dates, such as birthdays, parties, weddings…;
  • Most of the answers showed that people don’t have the habit of looking for an application to request flowers or don’t even know that there are several applications that deliver flowers;
  • Most of the products end up being decorations or gifts.The users’ difficulty comes down to the choice of flowers and, often, don’t have knowledge about its existing different kinds;
  • Most people buy flowers to feel happy, to decorate and bring light to the environment, or to make people they love feel joyful.

Pain Points

  • Lack of time and mobility difficulties to go to the florist to choose flowers;
  • Difficulty understanding how the flower needs to be cared for;
  • Lack of knowledge about apps that solve this issue…

Personas

User Journey Map

Benchmarking

To see a complete analysis click here.

Sitemap

Storyboard

Paper Wireframes

To see a complete analysis click here.

Digital Wireframes

Access Low Fidelity Prototype here.

Usability Studies

Research questions:

  • How long does it take for a user to select and order flowers in the app?
  • Are there any parts of the flower ordering process where users are getting stuck?
  • Is the payment process easier for the customer?
  • What does the user like to know about the flowers that need to be bought?

Participants:

  • 5 participants;
  • Participants are anyone who orders at least once a year;
  • Participants need to reside in metropolitan and suburban areas in Rio de Janeiro;
  • Participants should be between 18 and 62;
  • Participants should include a fairly even distribution of genders across the group.

‍Methodology:

  • 5–10 minutes;
  • Brazil — Remote;
  • Unmoderated usability study (Maze);
  • Users were asked to order a flower on a low-fidelity prototype.

‍Script:

  • Prompt 1: Enter without login;
  • Prompt 2: Select one popular flower and add it to your cart;
  • Prompt 2 Follow-Up: How easy or difficult was this task to complete? Is there anything you would change about the process of selecting flowers? What would you like to have in the information about flowers?
  • Prompt 3: Go to the next step and confirm the address, date, and hour;
  • Prompt 4: Insert your payment data and confirm your order;
  • Prompt 4 Follow-Up: How easy or difficult was it to complete your order? Is there anything you would change?

Research Insights

Before x After

Recommendations:

  • Add more icons to make the user more targeted;Add more options for payment;
  • Add an option for the user to offer feedback after the buy;
  • Add an option for the user to add real photos.

Style Guide

Mockups

Access High-Fidelity Prototype here.

Acessibility

ContrastUsing WCAG Success Criteria, some color changes were made to the brand’s logo to suit the needs of all users.

‍Blindness

To better understand how the application would service users with color blindness variations, I used a plugin that generated several images.

Going Forward

Takeaways

This path was very important to understand how the UX Design process works, and the different methodologies and tools that can be applied to reach a final result. As an urbanist architect, I’ve always enjoyed methodologies.

Thinking about creating a product that can help people, be accessible to the majority of them and reach the greater public is a privilege to me.

Next Steps

The next steps of this research-based work and the entire process should be:

– Do a new usability test and mainly measure the metrics during the product’s use with the target audience, looking for usability issues people may struggle with yet.

– Search for new tools that stand out from the rest of the competitors;

– Continuously take user’s feedbacks.

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