ROCKY DESIGNS
The Dahlia Fleur offers customization on floral arrangements for any occasion. The typical user is between 25-65 years old, and most users are early career professionals or seasoned professionals.
The Dahlia Fleur’s goal is to make shopping custom, easy, and affordable for all types of users.
The Dahlia Fleur
Project Overview
June 2023 to July 2023
My Role
The Goal
Challenge
UX designer leading The Dahlia Fleur website design.
Design a Floral website to be user friendly by providing clear navigation and offering a customized floral arrangement.
Available online shopping websites have limited options, high prices, and confusing browsing through floral arrangements.
Target Audience
User Research Summary
The typical user is between 25-65 years old, and most users are early career professionals or seasoned professionals.
I conducted user interviews, which I then turned into empathy maps to better understand the target user and their needs. I discovered that many target users treat floral shopping as an important and meaningful gift for someone in their lives. However, many floral websites are overpriced with limited customization options, which frustrated many target users. This caused a normally significant present to become thoughtless, defeating the purpose of a special gift.
Customization
Pain Points
Floral shopping websites don’t provide personal touch with creating a bouquet.
Over Priced
Most florists are often very expensive, which results in users leaving their sites to find something more affordable.
Navigation
Floral website designs are often busy, which results in confusing navigation
Journey Map
Sitemap
Difficulty with website navigation was a primary pain point for users, so I used that knowledge to create a sitemap.
My goal here was to make strategic information architecture decisions that would improve overall website navigation. The structure I chose was designed to make things simple and easy.
I created a user journey map of Jake’s experience using the site to help identify possible pain points and improvement opportunities.
Digital Wireframe
Screen Size Variation(s)
Moving from paper to digital wireframes made it easy to understand how the redesign could help address user pain points and improve the user experience.
Low-fidelity Prototype
To create a low-fidelity prototype, I connected all of the screens involved in the primary user flow of adding an item to the cart and checking out.
At this point, I had received feedback on my designs from members of my team about things like placement of buttons and page organization.
I made sure to listen to their feedback, and I implemented several suggestions in place that addressed user pain points.
Hi-fidelity Protoype
My hi-fi prototype followed the same user flow as the lo-fi prototype, and included the design changes made after the usability study, as well as several changes suggested by members of my team.
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Conclusion
Impact
I learned that websites have design flaws and their design can be improved to have a positive user experience. The most important takeaway for me is noticing details on websites that can be improved upon and applying it to my own designs.
Our target users felt that the design had a natural flow to navigate through, more appealing with images, and effectively provided a clear visual hierarchy
1
Next Steps
Conduct follow-up usability testing on the new website
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Identify any additional areas of need and ideate on new features