All in Bloom
where flowers are our inspiration to create lasting memories.
Project Overview
All in Bloom is an online flower-ordering service for all occasions and events. Anyone can easily personalize and deliver their order on their scheduled delivery date. A professional florist will create the best bouquet for you, and regular delivery services are available.
My Role
User Experience
-
Ideation | User Journey
User Interface
-
Wireframes | Prototype
User Research
-
Competitive Analysis
Design Challenge
Many customers do not have time to go to the store and pick out flowers; even if they do, they may encounter problems such as being sold out of a specific type or not carrying that inventory. Finding the best quality and price can be difficult, especially when the customer needs the flowers for a specific date.
Design Goals
Helping customers find the flowers they want and delivering them on the specific date.
Provide various options and customizations to meet their needs while maintaining high-quality standards. Allow customers to have the impression that this is a reliable platform.
Design Process
.png)
Design Toolkit
Figma
Miro
Photoshop
Define User Pain Points
We conducted surveys to delve deeper into the design problem; this will also help us better understand the market and customer needs. We want to ensure that our target audience's problem is resolved. The following questions were used in the surveys, and some insights are listed on the right side below.
Interview Questions
-
How often do you buy flowers?
-
Do you buy flowers only on occasion days?
-
Would you prefer to buy flowers online or in-store? Why?
-
How to you decide what kind of flowers to buy?
-
What to you consider the most important when you buy flowers?
-
How far are you willing to go to buy flowers?
-
Have you ever bought flowers online before? How is the experience？
-
Did you encounter any problems when you buy flowers online?
-
What do you expect when you order flowers online?
Key Insights
-
Delivery time and freshness are the main concern for people who order flowers online.
-
Users cannot make customizations bouquets in most flower delivery apps.
-
Users cannot reach out for help when they have questions or need suggestions when they order online.
-
Users buy more flowers for special events or on occasional seasons.
-
Users do not buy flowers frequently because they are expensive and have a short lifespan.
-
Users with busy schedules and who live far from stores tend to buy flowers online.
Competitive Analysis
In order to learn about the opportunity in the flower delivery market, and our competitors, we conducted research on four different companies and compared them to see the differences, as well as how users perceive their apps and what they like and dislike so that we could achieve better results.
.png){kind=small}
.png){kind=small}
Have filter on the top
Give customers enough content
No options for assistants
Need to do lots of scrolling
1800 Flowers
Flowwow
Have a calendar for user events
Clear navigation
Wait too long after each click
Not available for all location
Proflower
Clean layout with good quality pictures
24hrs customer serviece
No filter on home page
No options for assistants
Florist Now
Detailed description of products
Simple & Clean page layout
Search bar not available
Confusing options
Persona
We discovered from the survey that there are a large number of people who wanted to buy flowers but did not because they always have a busy schedule, they want to do the least amount of effort and get the best service. Based on that, I developed the personas below to better understand the desires of typical users.
User Journey Map
The journey map below depicts Yasmine's ordering from the app and having the flower delivered to her.
Yasmine finds a flower delivervapp, she starts browsing someflowers.
Yasmine thinks decorating her office with some flowers is a good idea, but she does not have time tc go to the store.
Yasmine loves nature but she does
not have time to go out since she is
always busy.
Yasmine ordered some plants and abouquet of decoration flowers.
Yasmine got a call from the delivery man, she picked up her flowers at her lobby.
Yasmine decorated her office with
flowers, she felt pleased.
​Usability Study
Research Questions
1. How long does it take for a user to select and order a bouquet in the app?
2. Are users able to successfully order the flowers they want?
3.What can we learn from the steps users took to order flowers?
4. Are there any parts of ordering process where users are getting stuck?
Participants
10 participants
Participants between the ages of 25-40 who have a busy time schedule.
Methodology
Online
20 minutes
Users will be asked to test the prototype of All in Bloom App
-
To give users a safe space to express their true feelings, we chose to do unmoderated usability testing on this app. Participants will be asked to complete tasks independently. Their actions and opinions will be recorded, and we will use the insights from those records to improve our design.
Task
Write the task number and direction for the participants.
Click Path
Observation
Quotes
Completion
Choose if the task was
easy to complete
or completed with difficulty
Record what path the participant took to complete the task.
Note down behavior, opinions, and attitudes along with any errors, issues, or confusions.
Note any significant quotes
(Positive and negative)
Insight Identification
For most users, it is not immediately clear how to go into the product list directly.
-
Users need better cues for signing in/ continuing as guests.
The categories on the home page may not be what they want.
-
Users need better customized options.
Some user need to change language to have a better shopping experience.
-
Users need more language options.
Iteration
We improved the user experience by making some changes after conducting a usability study. Our new and improved product is guaranteed to make your life easier. We understand that you are busy and don't have time to waste, so our product is designed for simplicity and efficiency. We are confident that you will love our product and that it will make your life better.
Sign in quickly and easily with your Google or Facebook account.
-
Don't have time to create an account? No problem! Just enter your email address, and we'll send you an activation link.
-
Want to change your language settings? No problem! We've got 12 languages for you to choose from.
-
Can't find what you're looking for? Try our advanced search options.
All in Bloom offers a wide selection of beautiful bouquets. Whatever the occasion, with our customize option, we have you covered!
-
Our experts take pride in designing one-of-a-kind arrangements that will leave a lasting impression.
-
We know that different occasions call for different flowers, so we've made it easy for you to choose your favorite type.
-
We also know people's budgets vary, so we've made our arrangements affordable without compromising quality.
Low Fidelity Wireframes
Style Guide
.png)
Menu
Button
Final Look
​
-
Our simple and modern design provides users with a quick and easy browsing experience.
-
Low saturation colors give users a better browsing experience while our navigation bar makes it easy to find the category you're looking for. Popular categories are displayed on the home page for easy access.
-
Users could change the sort options at the top for quick changes. Choose from price, popularity, or newest arrivals to find what you're looking for fast.
All in Bloom's landing page has a simple and modern design with a low saturation color to give users a better browsing experience.
​
-
The story section may allow users to learn about the various meanings of each type of flower, which may assist the user in selecting the appropriate flower type.
-
Our products are reasonably priced and customers can read what other people think about their previous shopping experiences in this section.
​
-
Now you can set a reminder on your calendar and never forget! With the All in Bloom Calendar feature, you can add calendar events and set alarms as reminders. Plus, you can always check to see if any coupons are available. Forgetting anniversaries will be a thing of the past!
Introducing All in Bloom, the company that is changing the way people buy flowers!
​
We know that picking out the perfect bouquet can be tough, so we created a unique mystery box service. Just choose the color you want, and we will send you a professionally curated bouquet. Our boxes are perfect for any occasion, and they make a great gift for any flower lover. Order now and experience the joy of receiving a beautiful bouquet that you didn't have to pick out yourself!
Next Steps
We will continue to run usability tests and update our current design to make the user experience smoother. We will spend more time on the visuals, such as the color palette, typography, spacing, and buttons.
