January - March 2024
Daisy-Link: a Florist Delivery App (Google UX Certificate)
Daisy-Link is a floral boutique specializing in seasonal arrangements. With a loyal customer base comprising both long-time patrons and local visitors, the business thrives on word-of-mouth referrals. However, the absence of an online presence hinders potential customers from exploring Daisy-Link's offerings. As a result, the business faces stagnation despite the enthusiasm of existing customers to recommend it to their friends.
The Problem:
Customers need an accessible solution that enables them to browse floral arrangements and place orders to be delivered to loved ones, without having to visit a physical location, or make a lengthy phone call.
My Role:
I designed a mobile app for Daisy-Link that enables customers to efficiently browse bouquets and place orders for delivery. By investigating customer needs and habits, I was able to prioritize simple and intuitive navigation and user flow in my designs. Daisy-Link is now able to reach a wider audience with the added benefit of offering a convenient way to order for both new and existing customers.
Responsibilities:
User Research, Wireframing, Prototyping, User Testing, Creating Hi-Fidelity Mockups
Define
Research: Getting a Lay of the Land
In pursuit of a solution for streamlining flower orders, my first step was to conduct research. I began by interviewing individuals who place flower orders at least once a year. From these interviews, I created user personas that represent the shared needs and habits observed among the participants. I then pinpointed common pain points and mapped out the user journey. Finally, I conducted a competitive audit, analyzing both direct and indirect competitors, to identify key features for a delivery app.
User Persona
Pain Points
1. Lack of clarity regarding same-day delivery options offered by florists, leading to frustration in sifting through results.
2. Inefficiency in selection process for the customer who already knows the product they want, delaying their ability to make a purchase quickly and easily.
3. Lack of transparency about delivery fees before the checkout process, sometimes requiring a customer to back track, creating negative customer experience.
4. Overwhelming amount of information to be input and double-checked when placing an order. Creating difficulty for the customer to process and verify, leading to possible errors.
User Journey Map
Competitor Analysis
Ideate
Sketching Wireframes: Paper and Pixel
After identifying customer needs and the product's key features, I brainstormed solutions. I sketched multiple paper wireframes for each user journey step, refining and combining them through iterations. Then, I digitized our paper wireframes.
In designing the home page I envisioned an experience where users could either be drawn in by captivating visuals or opt for a direct product search.
My primary consideration was to streamline the customer journey by integrating delivery details directly on the product page. I believed this approach would not only save customers time but also alleviate any sense of overwhelm during the checkout process.
Test
Usability Study:
My first usability study took place very early in the wireframe process. I was interested in gaining a first impression of the user flow, as well as observing any potential frustrations. I tasked our participants with choosing a bouquet for a specific occasion, recording their process and thoughts. Afterwards I organized their responses using an affinity map and identified patterns and insights that would guide any necessary changes.
Changes
Changes in the Checkout User Flow:
Customers reported feeling put off by the process of adding delivery information before adding the product to the cart. This hesitation resulted in incomplete checkouts and a negative emotional experience.
To alleviate this friction, I relocated the delivery information to the billing input page. This adjustment streamlines the checkout process, reducing the average number of steps per page and providing customers with a more familiar and seamless experience.
Updated lo-fi prototype
In addition to streamlining the user flow, I included navigation options at the top of the screen and added flower description to the product page.
Accessibility Considerations
1. Navigation and page titles are consistently positioned at the top of every screen to ensure accessibility for screen readers and switch users.
2. Color choices adhere to the WAC Color Contrast Guidelines to ensure readability for all users.
3. Button sizes and typeface selections are carefully designed to meet accessible size guidelines, ensuring ease of use for all individuals.
Brand Guidelines
What I Learned
Daisy-Link’s app is my very first UX Design project. I approached the app with a wide scope, ambitiously sketching many elements and features. In the end I narrowed my scope to the main user flow, which allowed me create a framework for future iterations, testing, hopes, and dreams.
I found customer testing and feedback to be one of the most (if not the most) informative parts of the design process as it exposed my blind spots and enabled me to fine tune the design.
By creating this case study, I learned how to design and test for a business oriented goal. In completing this project, I have a better idea of how to set up future projects for success.
Next Steps
1. Continue Iterating on Check-Out Process
In the future we hope to integrate payment methods (i.e. apple pay, and google wallet) that will reduce cognitive load and make the checkout process feel easy for the customer.
We plan to continue testing customers’ emotional experience by measuring time taken to complete orders, success, and drop-off rates.
2. Personalized Profile Experience
To maintain customer loyalty and increase convenience, we plan on creating a profile feature that would enable customers to keep an address book, and view order history. Recording order histories would also enable Daisy-Link to make informed decisions on future inventory and marketing strategies.
3. Encourage Efficiency and Exploration
We’d also like to encourage efficiency by adding filtering system. I also would like to implement a quick-view pop-up option for products, reducing loading time and encouraging exploration.
Let’s Connect!
Thank you for reading, if you’d like to contact me with a future project, or just to chat about design, my email is: chloeqms@gmail.com
