Overview
In a world where convenience and personalization shape customer experiences, floral shopping should be just as seamless and inspiring.
ZamoFlor is a mobile application designed to digitize the floral catalog and ordering process for a local florist in Zamora, Spain. This project aims to enhance the customer experience by providing a user-friendly and visually appealing platform for browsing, customizing, and ordering floral arrangements. The app caters to event planners, flower enthusiasts, busy professionals, and casual buyers, offering a streamlined way to browse floral arrangements, personalize bouquets, and schedule reliable deliveries.
Challenge
A local florist in Zamora, Spain, struggled with an outdated digital presence, making it difficult for customers to browse, customize, and order floral arrangements efficiently. The lack of an intuitive online catalog, limited customization options, and an inconvenient ordering process led to lost sales and customer frustration. To stay competitive, the florist needed a seamless, user-friendly digital solution.
Goal
The objective was to design an intuitive and visually appealing floral catalog application that simplifies the browsing and ordering process, enhances customization options, and improves delivery tracking. By focusing on usability and accessibility, the app aims to modernize the florist’s digital presence, boost sales, and enhance customer satisfaction.
My Approach
To create an intuitive and efficient floral catalog application, I followed a user-centered design process that combined research, strategy, and iterative design. I began with user research, conducting interviews and competitor analysis to understand customer needs and pain points. Based on these insights, I developed personas, journey maps, and user flows to structure the experience. After defining the information architecture and key interactions, I created wireframes and prototypes, which were tested and refined through usability testing. This iterative approach ensured that the final design was both aesthetically pleasing and functionally seamless.
Research and User Understanding
To ensure ZamoFlor meets the needs of its target audience, I conducted user interviews with four distinct profiles. The goal was to uncover their pain points, motivations, and behaviors when selecting and purchasing flowers. I interviewed four participants who represent different customer segments.
Key Findings
Through the interviews, I identified two primary user groups with shared pain points and expectations:
Event Planners & Flower Enthusiasts: Users who seek highly customizable floral arrangements, detailed product information, and reliable scheduling tools to ensure seamless event coordination or to fuel their passion for flowers.
Busy Professionals & Casual Buyers: Time-sensitive users who prioritize a quick, hassle-free purchasing experience with clear product visuals and dependable delivery tracking to ensure their floral gifts arrive as expected.
To bring user insights to life, here are some direct quotes from interview participants:
“I love flowers, but finding exactly what I need for my events takes too long. I need better search and filtering options.” – Bea, Event Planner
“The last time I ordered flowers online, they looked nothing like the photos. That was frustrating. I need clear and accurate product images.” – Rafa, Casual Buyer
“I just want to order flowers quickly without being overwhelmed by too many choices. A straightforward interface would make my life easier.” – Lina, Busy Professional
“I wish I could customize bouquets more easily. Sometimes I have a vision, but websites don’t let me adjust flower combinations.” – Juan, Flower Enthusiast
How these insights shaped the Design:
The research findings directly influenced key design decisions for ZamoFlor:
- Implementing advanced filtering to help users quickly find specific flowers.
- Offering customization options for event planners and flower enthusiasts.
- Designing a minimal, intuitive navigation system for busy professionals.
- Ensuring high-quality, accurate product images to reduce uncertainty.
- Optimizing the checkout and delivery scheduling experience for convenience.
Persona Development
Based on the insights from the interviews, I basically divided them into 2 groups: The Curators (Event Planners & Flower Enthusiasts) and The Pragmatists (Busy Professionals & Casual Buyers), as these 2 types of people behave differently and also have different goals and motivations.
Competitive Analysis
I conducted a thorough competitive analysis of the floral e-commerce space in Zamora to identify strengths, weaknesses, and opportunities in the market. This analysis focused on both direct local competitors and indirect national competitors.
- Flores Zamora (direct competitor)
- Flores y Floreros (direct competitor)
- Interflora (indirect competitor)
- Aquarelle (indirect competitor)
This analysis focused on user experience (UX), product offerings, and technological gaps to identify how ZamoFlor can differentiate itself.
Gaps in the Market:
- No modern, dedicated mobile app among local competitors.
- Limited personalization features (custom bouquet creation).
- Lack of user-friendly filtering and search options.
- Inconsistent delivery tracking and scheduling tools.
- Overly complex navigation discouraging quick purchases.
ZamoFlor’s Unique Value Proposition:
- Launch the first modern mobile app for floral shopping in Zamora.
- Offer a custom bouquet feature to attract event planners & enthusiasts.
- Implement advanced filtering (flower type, occasion, budget) for a seamless shopping experience.
- Provide a one-click checkout for quick orders, ideal for busy professionals.
- Ensure high-quality product images that accurately represent flowers.
- Develop real-time delivery tracking & scheduling for a stress-free experience.
This competitive analysis revealed a huge opportunity for ZamoFlor to lead the market by offering the first dedicated mobile app for floral shopping in Zamora. By prioritizing personalization, seamless navigation, and a mobile-first experience, ZamoFlor can establish itself as the most convenient and innovative floral shopping platform in the region.
How Might We?
Based on my research findings and competitive analysis, I developed key "How Might We" questions to frame the design challenges:
- How might we help event planners and flower enthusiasts customize floral arrangements easily?
- How might we provide detailed product descriptions and care instructions to enhance decision-making?
- How might we simplify the ordering process to make it quick and effortless?
- How might we reduce uncertainty by providing real-time tracking and accurate delivery scheduling?
- How might we showcase the beauty and quality of the florist's arrangements in a digital format?
User Flow
Based on user needs, I mapped out key user journeys to identify potential pain points and optimize the user experience.
Task Flow: User finds, personalizes and purchases a bouquet of flowers.
Design Phase
This phase aimed to translate the app's structure and functionality into tangible visual representations, facilitating iterative design and usability testing.
Wireframing
With the architecture defined, I moved into the wireframing and UI design phase, ensuring a clean, intuitive, and visually appealing experience.
Usability Testing
After developing the low-fidelity prototype to validate the effectiveness of ZamoFlor's design and user experience, I conducted direct usability testing with five participants, all of whom were existing clients of the local florist in Zamora. This approach ensured that feedback came from real users who frequently purchase flowers and represented the app's actual target audience.
Participants were asked to complete key tasks within the app including, browsing the catalog, customizing a bouquet, reviewing order details before proceeding to checkout, and placing an order and selecting a preferred payment method.
The usability test aimed to:
- Assess ease of navigation—ensuring users could browse and customize bouquets without confusion.
- Identify areas of friction—pinpointing any challenges in the ordering and checkout process.
- Gather user preferences—understanding which features users found most valuable.
- Enhance the overall experience—incorporating feedback to make the app more intuitive.
Key Feedback
“I wasn't sure if I completed all the bouquet personalization steps. A step-by-step guide would help.” - Participant on customization flow
“I'd like to see the full price before moving to checkout—it helps me decide.” - Participant on price transparency
“A live chat option would be useful, especially if I have a quick question while ordering.” - Participant on customer support
“I prefer Bizum—it’s fast and easy for me.” - Participant on payments methods
“A ‘Favorites’ button at the bottom would make reordering simpler.” - Participant on overall user experience
Solutions Implemented
Based on the direct feedback from the local clientele, the following iterations were implemented:
- Added a step-by-step visual guide to clarify the process.
- Introduced a detailed order summary page before proceeding to payment.
- Integrated a live chat feature for real-time assistance.
- Expanded payment options to include Bizum alongside traditional methods.
- Introduced a persistent 'Favorites' tab in the bottom menu for quick access.
These iterations were incorporated into the high-fidelity prototype, ensuring that ZamoFlor was tailored to the specific needs and preferences of the local Zamora market. This direct engagement with the florist's clients proved invaluable, resulting in a more user-centered and effective app.
High-Fidelity Prototype
