Project Context

Background
Flower it is a flower ordering website that offers a wide variety of fresh, vibrant flowers for every occasion . This website makes it easy and convenient to order beautiful flowers online with fastest delivery process. The goal is to make a hassle-free and enjoyable experience for anyone looking to order beautiful flowers online.

Available online shopping websites have cluttered designs, the product page provides unclear images and details of the flowers, and confusing checkout processes.

Goal
Design a modern flower ordering website to be user friendly by providing a simple and intuitive interface that makes it easy to browse and select favorite flowers, customize the order, and schedule delivery.

User Research

I conducted user interviews, which I then turned into empathy maps to better understand the target user and their needs. I discovered that the main concern for all the customers is to get the fresh flower with fastest delivery. However, many shopping websites are overwhelming and confusing to navigate, which frustrated many target users as well as their floral arrangement is not organized by color, occasion or theme. Also theirs delivery time is longer and mostly not getting the fresh flowers .This caused a normally enjoyable experience to become challenging for users, defeating the purpose of relaxation.

Building Empathy
I established a persona profile using the quantitative and qualitative information from the survey and interview responses.
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I created a user journey map of Anna’s experience using the site to help identify possible pain points and improvement opportunities

Design Process

Sitemap
Difficulty with website navigation was a primary pain point for users, so I used that knowledge to create a sitemap. My goal here was to make strategic information architecture decisions that would improve overall website navigation. The structure I chose was designed to make things simple and easy.

Digital Wireframes

Moving from paper to digital wireframes made it easy to understand how the redesign could help address user pain points and improve the user experience. Prioritizing useful button locations and visual element placement on the home page was a key part of my strategy.

These were the main findings uncovered by the usability study:

1. Once at the checkout screen, users didn’t have a way to edit or remove the quantity of items in the cart

2. Users weren’t able to easily find the delivery option with store location.

Final Design

Key Mockups
Based on the insights from the usability study, I made changes to improve the site’s checkout flow. One of the changes I made was adding the option to edit the quantity or remove items in a user’s cart using a simple “+” or “-” or remove option. This allowed users more freedom to edit their cart without going through a complicated process to add or remove items.​

To make the delivery options even easier for users, I added a find location box that allowed users to select nearest store address.​

Considering the usability studies I edited all my mockups and added new features or buttons to make the user flow clear and simple. Here i displayed some of my mockups based on my earlier wireframes and usability studies . I felt it is important to understand the user pain points and I tried to give my users have the smoothest experience possible

High-fidelity Prototype
My hi-fi prototype followed the same user flow as the lo-fi prototype, and included the design changes made after the usability study.

Reflection