Trendy Bouquet App

Over the course of 3 months I was the lead UX designer, responsible for bringing the Trendy Bouquet app from conception to completed design. I also served as point person for wireframing, protoyping and interviewing.

The Problem: Busy professionals don’t have a lot of time to shop for flowers for various occasions. However, they still desire the option to pick from a variety of floral bouquet designs in order to convey their intentions.

The Goal: Our floral bouquet preview app will allow these busy users to purchase trendy floral bouquets from a variety of styles quickly and efficiently.

Beige Phone Reminder Yoga Fitness Instagram Story.png

Who are Our Users?

I conducted preliminary interviews with:

5 users
each self-described as a 'busy professional'
between the ages 25-60

to better understand the challenges busy professionals face when they attempt to buy floral arrangements.

Interview Questions

Can you describe your current schedule and how do you balance it with taking the time to search for flowers for various occasions?
How often do you buy your flowers from a brick and mortar store? How often do you buy them online?
What challenges do you face in the ordering process and how do they make you feel?
How do you think these problems can be resolved?

Persona

I used the data from those interviews to create a persona, a user story and a journey map to help steer my design direction and problem statement.

Journey Map

Story Boards

Three major pain points stood out from the interviews:

Most busy professionals are much too busy to take time to go to the store to buy flowers for loved ones/colleagues

People desire a platform that boasts a variety of floral designs to choose but not too many as this can be overwhelming.

Most apps require too many steps between choosing the type of arrangement and completing the purchase.

Who's Our Competition?

I performed a competitive audit of both direct and indirect competition in order to get a better picture of the types of app features that work for users and the details that could use improvement.

Wireframes

Using the information I learned from the interviews and the competitive audit, I began initial sketches for the panels for the Trendy Bouquet app.

I then created digital wireframes making sure to keep efficiency a priority of my design before moving on to the next round of testing.

Prominent "Occasion" section for quick searches

Filter button to pare down user choices

Shipping & Billing located on a single screen w/ option to edit on confirmation screen

Click here or on the picture to check out the user flow.

Research Study

Methodology

Usability Study- in person
Participants will complete an individual order according to their own personal search style following 5 prompts.
Participants are given a questionnaire afterward concerning their experience.
Each session is 20-30 minutes

Participants

5 Participants
- 2 male, 2 female, 1 non-binary
- aged 30-70
- 2 assistive technology users

Research Questions

How much time is too much to spend on the app for the entire user experience journey?

How much time is just enough to spend on the app for the entire user experience journey?

What helpful add-ons should be made accessible to users for a quick user experience?

What features should we omit for a quick user experience?

Key Peformance Indicators

Time on Task

System Usability Scale

User Error Rates

Organizing the Research Results

I took detailed notes of each interview including my prompts as well as observations made during each interaction. Below are the notes for Participant E.

I then organized the observations into an affinity diagram in order to pin down themes surrounding the participants' user experiences.

Research Results Summary for Two Rounds of Usability Studies

1. Users reported confusion at a couple of the test prompts and frustration that a few of the buttons they attempted to utilize for their normal user journey weren't functional. These problems were subsequently fixed and the second round of usability testing yielded very promising results and zero user complaints.

2. It was also concluded based on the time spent going through a user journey that busy professional users desired to spend no longer than 10 minutes going through an entire user experience.

Mock Ups & Digital Wireframes

Mock ups of the digital wireframes were created, linked together for a high-fidelity prototype but the prototype failed user accessibility during testing. Mock ups and the prototype were redesigned in order to meet WCAS.

Hard to read color combinations

Before Usability Study

Too Many Columns

Too Small Buttons

After Usability Study

Delivery info prominent to promote faster experience

Two columns for app design

More Mock Ups

High Fidelity Prototype with Connections

Click here or on the picture to check out the hi-fi prototype.

Take Aways & Next Steps

Busy professionals appreciate simple designs with as few screens as possible with convenient interactive buttons on each screen.

This combination of factors seems to leave the user feeling more satisfied with their user experience.

"I completed my order! Woo hoo! Is that seriously it? This was the quickest order I've ever made in my life!“

~Participant B

Impact

The next steps should include:

Simplifying the sign in/log in process. Perhaps having the option to have it pair with Google accounts.
Further testing on how many designs are too few or too many for busy professionals to choose from for a good user experience.