Peonie

Timeline

1 month: Oct to Nov 2022

My role

It is a concept that allowed me to discover and understand the global work of a product designer. I did UX research, UX design and finally UI design

Tools

Figjam, Miro, Notion, Figma

Creating a personalized flower bouquet in less than 10 minutes without experience or the help of a florist?

It may seem difficult, but I have found a solution that allows any novice to create a harmonious bouquet easily and quickly, without the help of a florist. The person can then save time by buying their bouquet online while having the assurance that it will please.

The challenges

The main challenge was to imagine how to design a solution that would allow people to create their own personalized bouquet quickly and easily, without needing the help of a florist.

Overview of the project

Summary

Fact n°1

Fact n°2

Fact n°3

People have a hard time finding and creating a custom bouquet online.

In fact, it is quite difficult for them to find a company that offers to create personalized bouquets online and when they find one, they have no idea how to create a harmonious bouquet due to lack of guidance.

The main goal is to help them create a harmonious composition by themselves. The process has to be quick and easy in order to motivate them.

Problem statement

How can people create a harmonious bouquet online, without knowledge and without the help of a florist?

My role

This was a concept project where I did the entire UX design process. My responsibilities included doing the research, creating an empathy map to better understand the users, conducting market analysis to understand the competitive landscape, creating low and high-fidelity wireframes, creating a prototype, and finally the UI design.

Overall, my goal was to create an application that would allow people to easily and quickly create their own floral arrangement while optimizing the sales tunnel.

The solution

A sales tunnel that has been optimized to allow people to create a bouquet in less than 10 minutes

By using guided questions to help the person create a harmonious bouquet themselves

And a reliable delivery with real-time tracking to reassure people

My design approach

Get to know the market

To find this solution, I started by doing some preliminary research to see if the topic was worth exploring. To do this, I looked for problems that people were experiencing through their feedback on different e-commerce sites and applications. I also made a competitive analysis.

Understanding the users

Testing and start again

Before making a hi-fi wireframe and taking the risk of changing everything, I decided to get some feedback on the initial prototype. I wanted to see if it was coherent and what suggestions there might be.

Discovering the problem

Most people don't have the reflex to buy flowers online because they don't know how to make a composition alone. Most of the time, online florists offer iniquitous ready-made bouquets with no possibility of personalization. Finally, the lack of information about delivery is a huge obstacle in their decision to buy.

Putting my ideas on paper

At this point, I had an idea of what people were looking for when they wanted to buy a bouquet of flowers online. So I decided to bring it all together into sketchs.

Designing the solution

After this quick usability test, I collected some insights that I used for the design. And I made a working prototype focusing mainly on the important points mentioned by the users: the creation of a personalized bouquet (which is the sales tunnel) and the delivery.

The impact

100%

of users find the sales tunnel more ergonomic than competitors by placing the budget at the beginning

4/5

of users find real-time delivery tracking a plus that gives them confidence and convinces them to order

5/5

of users find the bouquet creation process quick and easy

A comprehensive approach

Get to know the users better

The respondents are between 25 and 30 years old and buy flowers regularly. They are used to buying flowers in stores for several reasons: personalized advice, help in creating a bouquet and proximity.

They are reluctant to buy flowers online because of several problems and frustrations: they feel that there is little advice on how to create a bouquet or how to care for it, that the bouquets are already pre-made and that they cannot customize them. In addition, they do not trust the delivery, which is unreliable due to the lack of information.

Putting my ideas on paper

Since creating a quick and easy bouquet is the value proposition, the focus is primarily on this point and this journey has to be really easy and smooth. How would they interact when creating their own bouquet? What improvements could I make?

After getting a clearer picture of the motivations, frustrations, and issues users face when purchasing a bouquet of flowers online, I created a customer journey map to understand how they interact and what improvements can be made.

Users expect to be guided through the process, have the ability to create a personalized bouquet, be reassured by customer reviews and reliable delivery.

What solution?

Improving the shopping experience by changing a detail

In order to be different from the competitors and make the experience more pleasant, I put the budget first. Indeed, it can be frustrating for the user to have several proposals that do not fit in his budget. By putting this criterion first, it will automatically define the appropriate flowers and the type of bouquet. The user is therefore certain that the final product will correspond to his initial budget.

How to make it look easy and fast?

I asked myself how can I make the sales tunnel feels easy and quick for users. To do this, I added a progress bar so that the user can know exactly where he is in the creation of his floral composition. As the goal was to create a bouquet easily and quickly, adding a progress bar allows to give a real time feedback to the user. Moreover, in terms of UX, adding this progress bar allows to lower the friction.

How about the delivery?

Concerning the delivery, according to my research, it is one of the black points of the online flower sale because most of the users do not have clear information about it. This makes them slow down in their purchase. To reassure them, I added the possibility to follow the status of their order and see in real time the delivery with the contact of the deliverer.

To go further

WHAT I LEARNED

I became familiar with the global approach of UX design. I learned how to choose the tools that allow to solve the stated problems. Having done two research thesis during my Master, I discovered similarities with UX. I learned that it was not necessary to use all the tools (personas, user flow, survey...) and that it was necessary to select those that were the most relevant to the problem.

MISTAKES AND STRUGGLES

In terms of design, I also made some mistakes. At the beginning, I forgot to add a component: so I ended up redesigning one by one. I think that my design guide and design system still needs to be improved so that I can move forward efficiently, without having to redesign everything. I would like to explore a bit more the techniques on Figma in terms of Variant and Auto layout for example to save time.

WHAT I WOULD DO DIFFERENT NEXT TIME

I think next time I'll look more into creating a design guide so that my design is really consistent and I can move forward more efficiently. I also think it would be more relevant to interview more people in order to have more data to work with. Both for the research interviews and for the usability testing.