What is Dallas Flower Florist?

Dallas is a local flower shop looking to enhance their online presence and improve customer engagement through a redesigned website.

Project Overview

Problem Statement

Business Goals

Timeline

Role

Tools

Group of 4

8 weeks

UI/UX Designer

Figma, Figjam, Zoom, Photoshop, Google Form

• The navigation lacks clear categorization.

• Mixing flower types with occasions and plants, making it difficult for users to find what they need.

• Similar items are not grouped, leading to a disorganized appearance and confusion.

Team

• Some categories are redundant or overly specific.

• The business description contains overwhelming detailed information, lacks structure, and is repetitive. This makes it hard for users to quickly find the necessary information.

• Increase Online Sales: Enhance the website to facilitate more seamless online transactions, thereby boosting revenue from online orders.

• Streamlined Ordering for Special Occasions: Enables users to easily find and order flowers for special occasions through straightforward categorization.

• Enhance Customer Satisfaction: Provide an intuitive and enjoyable shopping experience that meets or exceeds customer expectations, leading to higher satisfaction rates.

• Differentiate from Competitors: Stand out in the competitive floral market by offering superior service, a diverse range of high-quality products, and exceptional customer support.

By focusing on these business goals during the online shop redesign, Dallas Flower Florist aims to achieve sustainable growth, customer loyalty, and a stronger market position in their local community and beyond.

Redesign Process

We applied a Double Diamond Design approach inspired by the principles of Design Thinking Methodology. Rather than following a strict linear path, we adapted our journey through the project by transitioning flexibly between stages as it evolved.

Discover

For the discovery phase of our project,

Heuristic Evaluation

• we conducted a heuristic evaluation to identify usability issues and gather initial insights.

• Following this, we carried out surveys and interviews to gain a deeper understanding and identify key user needs, which led us to create an affinity diagram.

• We also performed a competitive analysis to assess the strengths and weaknesses of existing solutions in the market

Before conducting user interviews, our team of four performed a heuristic evaluation of the website to identify major issues and gain insights into key areas for user research.

Survey

Birthdays and anniversaries are the most popular occasions for buying flowers. In response, we've made these categories more accessible and noticeable on our website, ensuring that customers can easily find the perfect arrangements for these events.

Price and high-quality images are the top priorities for customers. To address this, we've implemented a price, filter and displayed clear, high-quality images to enhance the shopping experience. We've also integrated AI technology to provide stakeholders with insights on how to enhance image presentation.

Interview

In the next step of redesigning the flower online shop website, we conducted interviews with 9 individuals. Our goal was to identify their pain points and crucial factors involved in these processes by inquiring about their past experiences and preferred methods for purchasing flowers online.

Key Takeaways:

• Prioritize delivery and packaging: This is the most critical aspect and should be the primary focus.

• Categorize by occasion: Flowers should be organized based on different occasions for easier selection.

• Provide filters: Include options for customers to filter flowers based on their specific needs and preferences.

• Transparent pricing: Ensure that prices are displayed and easy to find.

• Highlight reviews: Make customer reviews readily accessible.

• Include detailed descriptions: Offer comprehensive information, including care instructions, longevity, and size of the flowers.

Competitive Analysis

We performed a competitive analysis to identify key areas where our website can improve and gain insights from competitors, focusing on important factors for users such as special occasion offerings and same-day delivery.

Define

Persona