Enhancing the Flower Shop Experience via Personalizations
INTRODUCTION
What is Blooms?
Blooms is an easy-to-use flower shop app that offers a range of floral arrangements for customers who are interested in purchasing flowers, saving time, and receiving them at their convenience. Most importantly, the app allows customers to fully customize their orders. Additionally, Blooms offers a variety of flower types that are not typically available in local stores.
MY ROLE
UX/UI Designer
TOOLS
FigJam
Figma
Miro
TEAM
1 Designer
1 Developer
DURATION
5 Weeks
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PROJECT OVERVIEW
What This Project Is About
Shopping for flowers is a familiar experience, yet busy lifestyles often make it difficult for customers to visit physical stores. Despite the growing demand for convenience, online floral platforms remain limited—both in availability and in the variety or customization they offer. This project focuses on creating a streamlined digital experience that simplifies the floral shopping journey. The app enables users to browse, select, and personalize arrangements effortlessly through an intuitive interface, while also offering flexible customization for those who enjoy designing their own bouquets.
PROBLEM
What Users Struggled With
Consumers are increasingly dissatisfied with existing online flower-shopping experiences. Many platforms suffer from confusing interfaces, inconsistent product quality, and limited variety, which often lead to frustration and abandoned purchases.
SOLUTION
How We Addressed Their Needs
Blooms is a mobile app that allows users to quickly and effortlessly order fresh flowers for any occasion. It features a built-in customization option that lets users select specific flower types, greenery, and arrangement styles—perfect for those seeking something unique and tailored to their personal taste.
RESEARCH
What We Learned From Real Users
To better understand user frustrations and expectations, I began my research with an online survey targeting participants aged 22 to 55. The survey helped uncover key pain points and patterns in user behavior. Below are the summarized findings.
Insights
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Users felt overwhelmed when the ordering process lacked a clear and intuitive path.
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Many expressed concerns about product quality and pricing, leading to hesitation before purchase.
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Some users abandoned their orders due to unappealing or outdated floral designs.
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Several users struggled with the checkout flow, often making input errors or feeling confused by the steps.
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A number of participants changed their minds after noticing limited or outdated flower design options that didn’t align with their preferences.
COMPETITIVE ANALYSIS
How Others Approach the Problem
By conducting a competitive analysis, I gained valuable insights that informed my design decisions. This process allowed me to evaluate leading competitors, understand their strengths and weaknesses, and identify opportunities to enhance usability, practicality, and overall user satisfaction within my own design solution.
After evaluating three flower shop apps and exploring additional platforms, I identified a clear opportunity in the market. The number of existing floral apps is limited, and many of them lack modern interface design and up-to-date features. Through this analysis and my own design exploration, I established a focused direction for developing the first version of Blooms—one that addresses usability gaps and enhances the overall shopping experience.
PERSONA
Who We Designed the Experience For
Based on insights gathered from participant feedback, I developed two personas to represent the target users. The first serves as the primary persona, reflecting the main user group and their core needs.
Samantha
“I can't buy flowers in person, and local stores don’t offer much variety. I just want something easy, reliable, and beautiful.”
Age: 28
Occupation: Photographer
Status: Single, Lives alone
Location: California
Bio
Samantha is a full-time wedding photographer with a keen eye for beauty. She loves keeping fresh flowers at home, capturing their details, and drawing inspiration from their colors and textures. Her busy schedule and the limited variety in local stores make it hard to keep this habit, so she’s looking for an easy, reliable way to order and customize fresh, high-quality flowers online.
Goals
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Find an online flower shop with reliable products and services.
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Get great prices for quality bouquets.
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Save time and spend more of it on photography projects.
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Order and customize flowers easily from one place.
Frustrations
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Struggles to find a wide variety of flowers in local stores.
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Feels frustrated that most online shops offer similar designs.
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Can’t view customer reviews to ensure quality.
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Cancels orders when the shop interface feels complicated or confusing.
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Evan
“I have a busy schedule, so I’m always looking for the easiest and simplest way to buy a bouquet for my wife.”
Age: 36
Occupation: Engineer
Status: Married
Location: California
Bio
Evan is a busy full-time software engineer living in Danville, California with his family. After work, he spends time playing with his boys and helping his wife with shopping and home tasks. On weekends, he enjoys nature, short road trips, hiking with friends, and playing football. Evan loves surprising his wife with her favorite flowers and has tried various local and online stores to find the best ones. He also enjoys dining out and exploring different cuisines.
Goals
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Find a fast, simple way to order flowers online.
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Choose high-quality flowers that make a great impression.
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Save time while balancing work and family life.
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Discover unique bouquets that stand out from typical designs.
Frustrations
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Limited time to shop for flowers in person.
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Frustrated with complicated or time-consuming order processes.
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Unsure about flower quality when ordering online.
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Finds it difficult to locate distinctive, well-designed bouquets.
PROBLEM STATEMENT
Understanding the User Problem
Samantha is a full-time photographer who needs a flexible flower subscription service that brings variety and beauty into her home while saving her time. She’s looking for a simple, reliable way to order unique, high-quality flowers that suit her aesthetic and fit her busy lifestyle.
HOW MIGHT WE
Framing Design Opportunities
The first method I applied in my ideation process was the “How Might We” framework, which helped reframe the problem from a fresh perspective and spark creative thinking. The questions that led to the most meaningful and relevant ideas included:
How might we make the ordering process easier to understand and navigate?
How might we make bouquet customization effortless and enjoyable for users?
How might we demonstrate product quality to build user confidence?
How might we streamline the flower shopping experience to make it faster and more convenient for busy users?
USER FLOW
Mapping the User Journey
Before moving into wireframing, I defined the app’s primary use case by mapping a high-level user flow. This flow outlined two key paths: one for customizing a bouquet — including flower and wrap selection — and another for browsing and purchasing existing arrangements.
SKETCHES
Exploring Early Concepts
To move beyond initial concepts and spark fresh ideas, I used the Crazy 8’s technique to quickly sketch and explore multiple design directions.
LOW_FIDELITY WIREFRAMES
Defining the Structure
After defining the concept and core ideas for Blooms, I created low-fidelity wireframes to ensure the design aligned with user needs and supported a clear, intuitive experience.
DESIGN SYSTEM
Creating Visual Consistency
I developed a cohesive design system to enhance efficiency and maintain visual consistency across the product. I began by defining the key brand attributes—sophistication, luxury, reliability, and a touch of playfulness. Through exploration of typography, color, and layout, I refined and finalized the core visual elements that best represent the Blooms brand and elevate the overall user experience.
Colors
Inspired by the app’s name, Blooms, I selected the primary color to reflect its natural essence and vibrant character.
#7D075E
#F9E2F3
#F1F1F1
#A3A3A3
#121212
Text Style
Inspired by the app’s name, Blooms, I selected the primary color to reflect its natural essence and vibrant character.
Font Family: Inter
Base value: 14
Scale: 1.125
Styles: Bold, Semibold, Medium, Regular, Light
Icon
The logo combines refined typography with a flower symbol that also functions as the app icon, creating a cohesive and recognizable brand identity.
MOCKUPS
Visualizing the Final Experience
After finalizing the design system and refining the low-fidelity wireframes, I created a design that balances usability, feasibility, and desirability while staying aligned with user needs.
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PROTOTYPE
Testing the Final Experience
Here is the prototype link:
https://www.figma.com/file/6gFx8l2xrcjCfKMdnsiIT6/Blooms-Final-Design?type=design&node-id=635-5764&mode=design&t=XBhwViKHYtXjrbat-0
FINAL DESIGN
TAKEAWAYS
What I Learned From This Project
Throughout this project, I had the opportunity to connect with users and introduce them to a new concept, which provided valuable insights. I gained a deeper understanding of the floral industry and its design aspects, recognized the importance of aligning user needs with the ordering experience, and saw how iteration strengthens design outcomes. This process also allowed me to experiment, learn new design techniques, and apply them to enhance the Blooms experience.
NEXT STEPS
Where the Project Could Grow
Exciting updates are on the way. Upcoming releases will introduce AI-powered assistance to help users visualize products more clearly during the ordering process. We’re also expanding our catalog with a wider variety of popular flowers and greens to enhance customization options. Moving forward, I’ll continue optimizing the app’s functionality to deliver a smoother, faster, and more intuitive ordering experience.
