Vayda’s Flowers

Project Overview

Jan 2024 - March 2024

I worked as a solo UIUX designer and researcher for fictitious Vayda’s Flowers. After multiple rounds of wireframing, prototyping, and user testing, I designed a mobile app that allows users to preview and order bouquets. In three months, I delivered a completed design for the app and design system.

Problem Summary

Our users need a simple and easy way to select and purchase bouquets to show appreciation to their loved ones without needing the time and resources to go to the shop in person.

Initial User Research

I conducted early user research with 7 participants. My goal was to establish what key functions and features would be most important for users when viewing flowers, selecting bouquets, and completing the ordering process.

Key Research Questions:

Understanding User Behavior

1. Can you describe the last time you purchased a bouquet? What motivated you to buy it, and what factors influenced your decision?

Challenges in Bouquet Selection

1. Walk me through your process of selecting and purchasing a bouquet for a special occasion. What challenges, if any, did you encounter during this process?

Technology Adoption and Preferences

1. How comfortable are you with using technology when it comes to selecting and ordering items?

2. Have you ever used digital tools or apps for selecting/previewing bouquets?

3. What features or functionalities would you find most useful in a bouquet preview app?

Initial Ideating & Wireframing

User Experience Research Study

The research goals were to identify specific difficulties customers encounter when ordering, previewing, and customizing bouquets on the Vayda’s Flowers app via an unmoderated usability study with 5 participants.

Key Research Questions:

Identifying User Difficulties

1. How long does it take for users to select and purchase a bouquet?

2. Are users able to preview bouquets, and return to the item without error?

3. Are there any areas on the app where customers are more prone to making errors or getting stuck?

4. Is inputting delivery & payment info seamless for customers?

5. Do users have an overall positive experience with the navigation and structure of the app?

Prompts & Questions for Users:

Prompt 1  From the home screen, browse bouquets

How easy or difficult was it to browse bouquets? Is there anything you would change about the process? 

Prompt 2 Preview/enlarge a bouquet, and return to item info

How easy or difficult was this task to complete? Were you able to navigate from previewing back to the item with ease? Would you change anything about the process?

Prompt 3 Add a bouquet to cart & navigate to cart

How easy or difficult was the customization process? Did you encounter any roadblocks while building your bouquet?

Prompt 4  Confirm your order and complete the checkout process

How easy or difficult was it to complete your order? How clear or cumbersome did you find the steps to complete your order & enter your payment details?

Hi-Fi Mockups

A Quick & Easy Ordering Process

An insight from early research is that enlarging the images of the bouquets is essential for accessibility and to improve the experiences for all users. Using Crazy 8s, I ideated potential solutions, and after conferring with peers I chose to design an arrow on the bouquet image that enlarges the photo, and allows the user to click back and forth between photos, as seen in the wireframes below.

&

key learnings

Once in Figma my initial goals were to keep the user flow simple, call to actions at a larger proportion, and tackle other noted research frustrations in the following ways:

Based on user feedback from the study, I established 5 insights.

After making necessary changes based on user insights, I realized I also needed a Sign In or Guest page, and a Delivery Info page

After initial color research and experimenting, I created a base color scheme for the app.

Final Design