Fiori, an online flower delivery service, aims to provide customers with a seamless and delightful experience when purchasing flowers for various occasions. Despite having a high-fidelity prototype, the app has been facing issues that hinder user satisfaction and business growth.
UX/UI Designer
User research, interviews, survey, personas, journey map, ideation, prototyping, testing, evaluation.
Figma, Google jamboard
Fiori app design fails to meet user expectations, resulting in low user engagement, high bounce rates, and suboptimal conversion rates. Customers are experiencing difficulties in navigating the app, finding the right flowers for specific occasions, customizing orders, and completing the purchase process smoothly. These challenges are leading to lost sales opportunities and decreased customer satisfaction.
Empathize
Define
Ideation
Design
Test
In order to understand the needs and goals of my target users, I conducted a mix of qualitative and quantitative research using a combination of methods, including surveys, interviews.
User interviews help uncover the user's needs, goals and frustations, revealing their pain points.
I interviewed 5 individuals, who are frequent flower buyers, occasional buyers, gift givers and Event planners.
If the search function is not effective or intuitive, users may have problems in finding specific flowers. This could lead to a poor user experience.
"I want to see a bigger image of the flower". If the app does not have visually good images or design elements, users may not be motivated to browse the catalogue or make purchases. This could lead to low engagement and sales
"Having an option to schedule the delivery date would be nice"
"Too many options of flowers makes me overwhelmed and confused, separation by categories could help. I also would like some recommendations"
Based on research findings, I created two user personas who represents the target user of the flower app and their needs and habits. This helped me to empathize with the end user on the remaining steps of the design process.
HMW statements address the mais pain points and opportunites identified in Ann Goular journey.
The plan is to generate as many as questions to validate and find out insights.
I created a user journey, to see how my user feels.
Persona: Ann Goular
Scenario: Ann Goular, a busy marketing executive in her early 30s, frequently buys flowers for various occasions, such as birthdays, anniversaries, and corporate events. She values convenience and efficiency, often making purchases through her smartphone during breaks at work or while commuting. Recently, Ann heard about Fiori app from a friend and saw several ads on social media. Intrigued by the promise of a seamless flower-buying experience, she decides to give it a try.
After gathering the findings from the journey map, I defined the problem statement.
Problem Statment: Ann Goular is a Marketing Manager who needs an easy-to-navigate app that provides personalized recommendations and detailed product information, because she values convineince and efficiency in her shopping experience.
To understand the features to represent in the first iteration of the prototype, potential features for Fiori were evaluated based on the impact it would have on users and the effort it may take from developers and others teams.
I created a task flow diagram for the payment process, that is one of the most important functionality. The task flow assumes a visit by a guest who has not signed up yet.
Creating the paper wireframe allowed me to synthesize initial information gathered from prospective users
After defining the main user flow, I attempted to create the first set of lo-fi wireframes to run some preliminary testing with the actual users. That allowed me to gather some initial feedback and save time later in the process before I started the high-fidelity prototype.
The version below includes
My goal was to keep the elements I was designing cohesive with the developed branding. I created a simple set of icons, buttons and a color palette using the colors of the logo. I wanted this app to represent a nice mixture of simplicity, efficiency and pleasant visuals where the user achieves their statet flower buying goal without any of the drwabacks of doing mundane tasks.
The feedback from the usability test, helped guide the design from low-fidelity wireframes to the mockups and high-fidelity prototypes.
User testing revealed a list of priority revisions that I implemented to the high-fidelity prototype that included:
For Home screen, I added some slides hero image to get the user attention for the rewards and discounts. I also moved the search bar to the top of the screen, I used tabs to group content into helpful categories and added you might also like section.
I added a review page, which helps the users to make a decision faster based on reviews.
During the interviews I noticed that users like to check the update of their purchase, that helps people reduce their anxiety. I also added a CTA to encourage the user to navigate through other bouquet options.
The app has been described by usability study participants as easy to use, easy to navigate and intuitive. Real-time updates keep customer informed, reduced anxiety and increased satisfation. Also user could quickly find and purchase flowers and related products, saving time and effort.
Trust the design process to let go of biases: I designed the flower app as a part of google UX design certification. I was confident that my app included all the necessary feature set, from the very beginning. The interviews, surveys, competitive analysis proved me wrong early in the process. Research is insightful and one of the things I would like to learn more about.
My knowlodge of software engineering helped me with my design strategy, as I understand some technical limitations.