FLOWER SHOP APP
This case study showcases the research and design process behind a mobile flower ordering app focused on sustainability and ease of use. I created the app as part of Google’s UX course with the design prompt “design a flower ordering app for a local florist.”
CLIENT
Flor, a fictitious flower shop.
HATS I WORE
🎩 UX Researcher
🧢 UX Designer
PROBLEM
Consumers looking to order flowers online often face overwhelming variety, lack of sustainability options, and difficulty scheduling deliveries for special occasions.
PROJECT GOAL
To create an easy and pleasant flower ordering experience that prioritizes sustainable sourcing and easy scheduling for busy users.
Research → Initial Design → User Testing → Final Design
RESEARCH
COMPETITIVE AUDIT
I conducted an audit of the flower order app market in an effort to identify gaps, opportunities and to better empathize with user pain points.
Key Competitors
1800 Flowers, The Bouqs Co., and other gift delivery services.
Gaps
Lack of emphasis on the joy and emotional impact of gifting flowers.
No quick "Add to Cart" option for faster checkout.
Opportunities
Simplified flower selection process.
Clear messaging around environmental impact.
Prioritizing emotional benefits over just product features.
Implementing a quick "Add to Cart" feature.
INTERVIEWS & USER STORIES
I also conducted interview with busy adults who order flowers at least once a year. Based on my research, I created user personas highlighting the users goals and frustrations with flower ordering.
Problem Statement: Carry is an HR manager at an environmental consulting agency who needs a way to order sustainably sourced flowers for work because she cares about the environment.
Goal Statement: Our mobile-web flower ordering app will let users order sustainably sourced flowers which will affect environmentally conscious consumers by allowing them to order sustainably sourced flowers and feel good about their purchase.
Problem Statement: Rich is a small business owner, husband, and father who wants an easy way to schedule flowers so he doesn’t forget special occasions because he wants his family to feel special.
Goal Statement: Our mobile-web flower ordering app will let users easily schedule and send flowers which will affect busy people who want their loved ones to feel special by allowing them to schedule flower deliveries so they don’t miss any special occasions.
INITIAL DESIGN
With my goal statements leading the way, I began sketching out initial sketches and eventually wireframes.
IDEATION
PAPER WIREFRAMES
PROTOTYPE
USER TESTING
RESEARCH GOALS
Determine how users interact with the scheduling function.
Identify whether users prefer to browse flowers first or input recipient details first.
Measure awareness and importance of sustainability messaging.
INSIGHTS
60% of users preferred selecting flowers first before inputting recipient info.
80% of users liked emoji-based categories but found them confusing.
100% of users found it easy to locate sustainably sourced flowers.
40% of users preferred a calendar dropdown instead of a text input field for scheduling.
40% of users found scheduling multiple deliveries helpful but not essential.
IMPROVEMENTS
P1 (High Priority):
Primary flow should allow flower selection before entering recipient details.
Enable multiple delivery scheduling as an optional feature, not the default CTA.
P2 (Medium Priority):
Add text labels alongside emojis/icons for clarity.
Implement a calendar dropdown for date selection.
FINAL DESIGNS
CONCLUSION
By focusing on both convenience and sustainability, we developed an intuitive flower ordering experience that enhances emotional and environmental benefits. Through competitive analysis, user research, and iterative design, we optimized the scheduling flow and improved clarity with text labels and icons. Future steps include A/B testing checkout improvements, implementing AI-powered gift recommendations, and introducing a loyalty program to boost retention.
