7teen Floral Studio
"Bloom with Confidence: The Ultimate Guide for Men to Buying Flowers for their Beloved Ones" - Design an Online Flower-ordering Flow for a Local Trendy Florist
Company
7 Teen
Tool
Figma
Miro
Adobe Creative Suite
Role
UI/UX design
Branding
Product Strategy
Duration
Design library
Design token
Component guideline
Overview
A floral studio website to guide customers especially for men to book meaningful and delightful flower bouquets for their beloved ones.
7teen Floral Studio is a trendy flower shop in Toronto. We were aiming to position 7teen Floral studio as a trusted and knowledgeable source for men looking to buy flowers for their partners, and to increase sales of personalized and romantic floral arrangements.
PHASE 1
Research
We researched several potential competing websites which provide flower booking and delivery services in Toronto to gain a general idea of the local flower online selling business on the market. I made a feature comparison survey of four websites with similar features to what I would accomplish with 7teen Flora Studio.
Insights & Opportunities
I found that all four competitors offered a section of in season options, like recommending wreath with red berries in the Winter season. And most competitive websites allow users to filter flower products by occasion(such as birthday and anniversary), which makes the selecting process easier and quicker for customers, especially for those who don’t really follow flower trends and languages.
Another interesting insight is that most sites provide direct access for some specific flowers like roses and lilies. I suspect that many buyers come directly for those flowers as lovers are the most popular type of flower recipient, and roses and lilies are the best selling flowers in most flora studios. We decided to conduct a round of interviews of florists to prove my conjectures.
PHASE 2
Empathize
PHASE 3
Create
Taking the time to draft iterations of each screen of the website on paper ensured that the elements that made it to digital wireframes would be well-suited to address user pain points, I prioritize a customized and easy flower filter process to help users save strength.
Because 7teen’s Flora’s customers access the site on a variety of different devices, I started to work on designs for additional screen sizes to make sure the site would be fully responsive.
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 .
PHASE 3