Petal Feathers
Locally sourced blossoms with arrangements that change each month & throughout the seasons. Petal Feathers hopes to offer unique floral services & events to their community.
The Problem:
Busy home & business owners want unique floral arrangements that they don’t have to manually order repetitively.
The Goal:
Design an app & responsive website for a florist that offers a subscription service with unique floral arrangements.
Deliverable
Local Floral Subscription Service
Timeline
4 Weeks
Role:
UX Designer
Tools:
Figma & Adobe XD
Foundational Research:
Competitive Analysis:
I analyzed four highly rated floral websites both with & without delivery options. The two with delivery options were different mainly through their format & how only one offered a subscription option. The two without seemed to emphasize the quality of their products offered. From this research, I wondered how I could find a way to keep quality, establish branding further & offer a new service?
Goals Established:
How can I diminish time spent on the app while it still be meaningful & efficient?
How can I create a unique service that varies from other floral platforms that offer similar types of products & services?
How can I establish navigation & purchase clarity?
Personas (developed from goals:)
User Flow & IA:
Ideation:
Low-Fidelity Prototype:
Study:
A short, unmoderated usability study with a low fidelity prototype occurred with participants between the ages of 20-55 who each have full-time jobs, multiple types of subscription services & purchase floral arrangements often for occasions:
Questions asked:
Is the subscription customization process too general?
If so, what additional features would users like to see?
Is the format of the app easy for users to understand?
Is there any part of the user flow where users hesitate?
What design changes can I make in order to improve the user experience during this process?
Insights developed after study:
Users need more concise homepage navigation.
Users need an easier way to sign up for a profile.
Users need features added that relate more specifically to the type of subscription they are purchasing.
Users need additional clarity on certain features.
Design:
Style Guide:
*Homepage iterations for each device with a focus on product emphasis & clear navigation.
*Main navigation is fixed on the left side!
Subscription Options
Separate subscription services to meet the needs of personal or commercial use.
Customization
Rotating monthly arrangements that you are able to customize however you’d prefer!
Just a few more maybe…
Reflection:
This was my first UX design project/case study & it already feels so nostalgic to look back at. This project helped me understand the importance of iterating in all aspects of design. From the paper wireframes to the high-fidelity design, I remember at first deep down I felt like I had the right design on the first try. Yet the more I iterated the more I realized I was so very wrong, and it felt satisfying to learn and grow from past designs!
What does Petal Feathers solve?
An efficient & unique floral delivery app offering subscription services.