FloGarden: Flower Delivery App
Design a flower delivery e-commerce app allowing users to browse local flower shops while providing extended customer support about their order through direct seller contact.
My Role:
Project Lead // Case Study
Date:
Oct 2022
Project Includes:
App, UX/UI, Branding, Research
Contents:
Overview
Provide a network of local florists to minimize failed deliveries, increase product quality by limiting transport time, and improve customer service by connecting users directly to local businesses.
Users & Research
Meet Jared, a busy 36 year old manager, is looking to surprise his wife on Valentine's Day with a flower bouquet while she's away on a business trip.
UX/UI Considerations
Create a Maps and Explore page to quickly search for florists local to an area. Add seller contact info and order status updates reassuring customers about their order.
Project Overview
FloGarden is a flower delivery app allowing users to browse local flower shops while providing extended customer support about their order.
Researching the industry, popular options for online flower delivery include 1800-Flowers and Flowwow. The most common problems are failed deliveries, product quality issues, poor customer support/ communication, and long distance ordering.
“They were not delivered even six days after the delivery date is selected.”- Anon, 1800-Flowers Google Review
“I received a ‘We're sorry’ canned message from the CEO which also included a $20 coupon for the mishap. However I was given only 1 day to place another order (how ridiculous!). I called again & this operator informed me that the previous operator... did not initiate the order. The operator did refund half my purchase ($45) & I was told it can take 2 billing cycles to show up.” - Kfritch, 1800-Flowers Google Review
“If you want to select a different city or country, they require that you enter the recipient address and phone number even before you can take time to look around the city’s possibilities. Ughhhh!!! Also, they ask for my location right away... but the reason I want to use the app is to deliver at the location I CANT BE [in].” - Intelligent EMO, Flowwow Google Review
Pain Points
Improving communication and ordering experience.
A few solutions for communication issues include providing order status updates, and adding contact info for the local seller.
Large corporations are flooded with customer service inquires from various locations. When order issues arise, they fall back on generic apology responses with a discount code for future purchases, which doesn't solve the immediate issue.
Adding an explore page for users to see options in the area they'd like to purchase in, allows users to research with no commitment, increasing their confidence when it's time to order.
Other apps require a recipients's location and phone number first, which is an issue if the user doesn't know the recipient's address yet, the user's current location is not the final delivery address, or the user not being able to browse an area for an idea of the options.
User Persona
Jared: Busy manager looking to surprise his wife while she's away on a business trip
Jared is a hard working 36 year old manager at a dive bar in downtown Cleveland. He’s been in the industry for a very long time, and has been taking online buisness classes to open his own bar. Between taking classes, working, and caring for his two kids with his wife, he has very little extra time. He wants to surprise his wife on Valentine's Day by ordering bouquet of flowers and getting it delivered to her while she is in London on a business trip. Jared's wife will be in London for a few days and he still wants to do something special for Valentine's Day while she's away. He is worried he doesn't know the London area well, specifically what florists deliver. Jared also wants to make sure the reviews are high, and flowers are fresh when they arrive to her.
Considerations:
Problem:
Locating florists in an area that's unfamiliar
Solution:
Create an explore page of sellers local to the area
Problem:
Unsure of product quality
Solution:
Add reviews for sellers and photos of available flowers
Problem:
Failed deliveries
Solution:
Add seller contact information and status updates on pending orders