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I started the design process by interviewing people to better empathize with potential users and understand their needs. Then I built user personas for two primary user groups identified through research; working adults who love flowers and spending time in flower shops and those less experienced shoppers who buy flowers for others and special occasions.
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To address the problem of time-intensive browsing I designed the homepage of the app to present available arrangements based on the user’s order history. I also designed the homepage to prominently feature the search and filter functions, allowing users to quickly sort and pare down options. And the homepage’s carousel of the newly available arrangements would be ideal for guiding users to viable options to purchase.
I conducted a moderated usability study with friends and family who sit within both of the target user groups. In the study I had users navigate through a low-fidelity prototype of the Bloom app where they walked through the user flow to purchase an arrangement. I also had them search for arrangements with specific characteristics like flower type, flower color, and price. I did this to understand how users would prefer to navigate in an app-based based flower-shop environment and if they felt this process saved time. While all the participants were able to complete the required tasks with varying degrees of difficulty, there were aspects of the experience that consistently did not resonant with the users. This feedback was essential for the next iterations of my design. some text
I was successfully able to address the concerns and implement the feedback from my usability study into my designs. And in the second study, I was able to reduce the time on task and average number of clicks users needed to complete their order. The ease and transparency of the ordering experience will encourage Bloom customers to pre-order their arrangements, reducing congestion in the store.
