Dallas Florist is an online flower shop based in Dallas, Texas that offers pre-made flower arrangements with the same day delivery in local area. Users can either purchase occasional flowers or other selections by paying a fixed delivery fee in USA, and Canada. The store unique selling point is its streamlined purchasing process, allowing customers to buy quickly and efficiently.

Project Overview

Timeline
3 Weeks

Team
Group of 4

Role
UX/UI Designer

Tools
Figma , FigJam, Google Forms & Photoshop

Project Goals

Redesigning the existing website that helps Dallas Flower Florist to :

• Establish a user-friendly website to increase the sale rate.

• Empower users to be able to order flowers based on the special occasions.

• Improve the product description clarity to ease the shopping process and boost the user experience.

Redesign Process

• Heuristic evaluation

• Competitive analysis

• Comparative analysis

• Survey

• Interview

• Affinity diagram

• User persona

• Story board

• Card sorting

• Site map

Discover

Define

Develop

Deliver

Website Redesign

Dallas Flower Florist

Discover

Our initial research method was a heuristic evaluation. We analyzed the existing website to identify usability issues, pinpoints and areas for improvement in the current version.

Heuristic Evaluation

Competitive Analysis

We evaluated key design elements against potential competitors. This analysis focuses on the user experience of competitors websites to identify areas where our redesign can offer a strategic advantage. It helped us understand how our redesign must proceed to meet and exceed user expectations comparing to others. This analysis highlights the key areas where we can improve compared to competitors.

Survey

We launched a survey to better understand our users' needs. We wanted to learn about their experiences with ordering flowers and plants online. We shared the survey across various communities and received 66 responses.

Based on the result of the survey we understood that over 80% of participants order flowers online primarily as gifts. Up to 50% of participants only order on specials occasions.

• These insights highlight the importance of offering an appealing gifting experience on Dallasflowerflorist and considering special occasions as a notable factor.

"Delivery time" is the top priority for users when ordering flowers online, with over 80% of participants selecting it. After that, 61.5% of users identified “Price” as the second most important feature.

• These insights emphasizes the importance of price and delivery time for the users.

The most challenging part for the users while purchasing flowers and plants online is to rely on the size of the flowers and plants showed in the photos.

• This insight helped us to understand the most common painpoint of the users who buy flowers and plants online.

Interview

We conducted a series of 9 interviews, both in-person and online, with participants from diverse age groups. These individuals had experience purchasing flowers and plants online, either for personal use or as gifts. The insights gathered from these interviews were functional in guiding our research. Here are some key quotations that helped shape our understanding and direction.

Affinity Diagram

Based on the interviews we made an affinity diagram to divide the user needs better and understand the important factors for our target audience. Some of the most important ones are:

• Concern about the real image, size, and Flower descriptions.

• Knowing about the Delivery time, and Delivery cost.

• Find their favorite flower based on the occasion easy and fast.

Research Keynotes

Define

User Persona

After our research, we were able to create our persona that represents the main target audience. For the defined task the users can be introduced by this persona.

To align our user's task and persona better, we created a storyboard based on our persona (Thomas).We considered Thomas’s needs and context, then we developed a storyboard that illustrates his journey and experience with Dallasflowerflorist.

Storyboard

Thomas wants to buy a flower bouquet for his friends’ new born baby. He called a flower shop that he knew but they couldn’t take his order.

He was in his office at university that his colleague came to his office and asked him
“What are you worried about?”

Then she introduced the Dallasflowerflorist website to order a flower bouquet online and suggested him to try this website for the first time.

So Thomas ordered a beautiful flower bouquet in Dallasflowerflorist for his friends newborn baby.

Finally thanks to Dallasflowerflorist’s same-day delivery, he was able to bring the flowers to his friends on time.

Card Sorting

For further clarification, the open-cad sorting was fulfilled by 17 participants in our project that one of them is shown below randomly.

some of these issues are indicated below:

Mood Board

Utilize white and black for readability and clearance, combined with pops of pink to create the feeling of softness and pleasure, and green with shades of brown to evoke freshness and deliver the nature scent to the users.

Site Map

Information Architecture involves organizing and structuring content to ensure user-friendly navigation, which leads to the creation of a detailed site map.

Based on the card sorting results, we used the suggested titles and classifications as menu items in the navigation bar.

• Flower arrangements.

• Occasions.

• Flower types.

I always value working with people who are professionals in their fields, and can offer accurate feedback and criticism of my work.

I believe that to excel as a creative copywriter, you need to understand all the creative processes that a brand is involved with, and channel that into language.