FloralPenguin
A florist in your pocket.
Duration
May - July 2023 (2 months)
Role
Solo student project for Keyframe UX/UI Bootcamp
Hey there, flower lovers and petal enthusiasts!
Are you tired of the hassle that comes with buying flowers? We hear you! Whether it's finding the perfect bouquet for a special occasion or treating yourself to a vibrant floral arrangement, the process can be time-consuming and overwhelming. But fret not, because we've got just the solution to bring some blooming joy into your life!
Introducing FloralPenguin’s fabulous flower ordering app – the ultimate floral companion designed with your convenience in mind.
Say goodbye to long queues at the florist or endless wait time on the phone. With our app, you'll have a world of blossoms at your fingertips, ready to be delivered straight to your doorstep!
The Problem
FloralPenguin is a leading florist making waves in the blooming scenes of NSW and Victoria, Australia. They are looking for a way to streamline the flower ordering process, making it more convenient, efficient, and enjoyable for customers. Their goals are to enhance customer satisfaction, expand their customer base and increase sales.
Ordering flowers is often a time-consuming process, from selecting the right bouquet to coordinating delivery. There's an opportunity to simplify and expedite this experience, improving customer satisfaction and boosting sales.
The Solution
The Process
I followed the the Design Thinking process to tackle the problem.
Market Research
There is a growing trend of purchasing flowers online.
The Online Flower Shops industry in Australia has experienced strong growth over the past five years, with revenue expected to reach $429.9 million by 2022-23, growing at an annualized rate of 9.9%.
This growth is driven by the increasing trend of consumers purchasing flowers online. The COVID-19 pandemic further accelerated the shift towards online flower shopping, as lockdowns and trading restrictions hindered physical stores but benefited online retailers.
Consumers have embraced the convenience of online shopping and appreciate the ability to browse a wide range of products and place orders instantly.
Statistic taken from Australia Specialized Industry Report OD4173, IBISWorld.
Customer Demographics
Age
15 to 34: Individuals who tend to be more technology savvy and are more at ease with online shopping.
35 to 54: Individuals who tend to have less time available for shopping at physical stores due to work and family commitments.
55 and over: The increase of the number of people in this age group and their growing usage of the internet has resulted in this market rising as a share of revenue.
Income Level
Middle to upper income bracket: Customers with a higher disposable income who are willing to invest in a flower subscription service to enhance their living spaces or give thoughtful gifts.
Geographic Location
Sydney & Melbourne (Australia)
Regional areas surrounding the above cities
Lifestyle and Interests
Romantic Individuals: People who enjoy expressing their love and affection through the language of flowers.
Nature Enthusiasts: People who appreciate the beauty of nature and use flowers to bring the outdoors inside, adorning their homes and workplaces with fresh blooms.
User Survey
To comprehend the issues and challenges users are facing with their current flower ordering process, I conducted surveys and interviews with various individuals. I collected a total of 211 responses (a big thank you to all the participants!). Here are some notable discoveries from the collected data.
Common concerns when buying flowers at physical stores
Discrepancies between the advertised photos and the actual products
The absence of price tags causing hesitation to inquire about prices
Cannot visit stores due to time constraints or circumstances
Unsatisfactory customer service
Pain Points
Time constraint
Traveling to the florist and contacting customer support costs too much time.
Common concerns when buying flowers online
Discrepancies between the advertised photos and the actual products
Potential damage during the delivery process
Unreliable delivery schedules
Lack of after-sales customer support from the florist.
User Interview
After having some ideas about the concerns that customers are facing, I then conducted 4 user interviews to have a deeper understanding of the users I’m designing for and their needs. I did online interviews using Google Meets and invited them at different times.
Interview Questions
How frequently do you purchase or send flowers for yourself or others? What factors influence your decision to do so?
How do you choose which type of flowers to buy? What is the most important criteria for you when selecting flowers?
Could you describe your experience with purchasing flowers? (e.g., phone calls, in-person visits, online)?
Do you have any problems with your current shopping process?
Is there any way in which you feel these challenges could be resolved?
Are there any concerns or hesitations you have about ordering flowers online instead of in person or over the phone? If yes, could you elaborate on them?
Product quality
Discrepancies between the advertised photos and the actual product.
Delivery
Unreliable delivery schedule, careless delivery service.
Personas
Solution and Business Rationale
In an era where online flower shopping is a growing trend, building a dedicated platform for online ordering is crucial to every florists. After comparing the pros and cons between app and website, I stucked to an app for my final solution platform.
With a mobile app, FloralPenuin empowers busy individuals to order flowers whenever and wherever they have a moment – whether they're strolling down the street or commuting on a train, convenience is at their fingertips. No more tiresome sign-ins; the app remembers them. Reordering is as easy as a touch, and real-time order tracking ensures they're always in the loop. Plus, they can seamlessly manage their flower subscriptions. And the live chat support provides immediate responses to queries, helps users make informed choices, resolves issues promptly, and fosters a sense of trust and reliability.
For FloralPenguin, this translates to higher customer satisfaction, expansion into corporate client markets seeking regular office flower orders, and a substantial boost in sales.
Sketches and Wireframes
Now to the fun part! I sketched out a bunch of ideas, keeping in mind the user’s pain points and motivations. Then, I selected the designs that I liked the most and turn them into digital wireframes.
Testing & Improvements
I conducted usability testing with 5 participants over Google Meets, each session lasted approximately 20 minutes.
Objective:
Determine if users can complete core tasks within the prototype of the FloralPenguin app.
Determine if the app is difficult to use.
Using the feedback provided, I made revisions to bridge the gap between my understanding of the users and their actual experiences.
The Final Product
Style Guide
View the Figma file for the FloralPenguin App here.
Reflection
Diving into this very first UX case study has been an absolute joy and a fantastic learning journey!
Through this hands-on project, I've discovered a treasure trove of insights into the fascinating world of UX design. From conducting user research and building personas to crafting user journeys and information architecture, I've gained a practical understanding of user-centered design principles and methodologies that I can't wait to put into action.
But you know what? This project also pushed me to step out of my comfort zone, and IT WAS WORTH IT! I had the chance to connect with wonderful participants for the survey and had some friendly chats with strangers during user interviews. It also helps expand my network in the UX field.
I still have so much more to learn and discover in the fascinating realm of UX design and I'm thrilled to keep exploring and creating user-friendly experiences that bring smiles to people's faces!
Whether you have a burning question, a project idea, or just want to say hi, I'd love to hear from you.
Contact me at annylam.hi@gmail.com ✨
