Introduction
Dallas Flower Shop is a trusted florist in Texas, delivering fresh, true-to-photo flowers with reliable service.
As a UX designer, I redesigned their website to create a more intuitive, confident, and seamless online shopping experience for customers.
Problem Discovery
Research revealed issues with overwhelming navigation, weak visual hierarchy, and unclear delivery, product details, and checkout information, leading to frustration and abandoned purchases.
Business Goals
From a business standpoint, the goal was to boost confidence, engagement, and conversions while reinforcing a modern, trustworthy brand.
Design Process
I applied the Design Thinking process to deeply understand user needs and iteratively refine the design, ensuring a more intuitive and engaging user experience.
To better understand user needs, I carried out three core research activities:
User Research
I reviewed articles on online flower purchasing behavior, e-commerce trust signals, visual decision-making, and delivery expectations to understand user needs and industry patterns.
I analyzed 200+ user reviews from Google, Yelp, and online florist platforms to uncover recurring feedback.
Competitive Analysis
I conducted a preliminary SWOT analysis of five flower delivery platforms and chose three—FTD, UrbanStems, and Dr. Delphinium—prior to user interviews to build a foundational understanding of the market and identify key areas for exploration.
This analysis informed more focused interview questions, aligned research with business goals, and ensured the user research was strategic and relevant.
UrbanStems’ strong visual storytelling and curated browsing experience highlighted the importance of clear product presentation and guided discovery, informing interview questions around visual trust, sizing clarity, and decision-making confidence.
Dr. Delphinium’s simplicity emphasized the value of a lightweight browsing experience, shaping questions around clear navigation, essential information, and reduced decision friction.
FTD’s feature-rich experience highlighted the need to balance comprehensive options with clarity, shaping questions around filter organization, information hierarchy, and visual guidance.
User Interview
I conducted Zoom interviews with 9 participants (ages 25–40) who had previously ordered flowers online, using open-ended questions to encourage in-depth discussions. The goal was to uncover their motivations, frustrations, and expectations around browsing, selecting, and ordering floral arrangements.
Affinity Diagram
User Persona
Research insights revealed recurring behaviors and pain points, helping me build empathy and inform the creation of a representative user persona.
Users struggle to order flowers online with confidence due to:
They often experience frustration and mistrust during checkout, leading to hesitation or abandoned orders instead of a smooth, confident purchase.
If I design a flower-ordering experience with:
Then users will feel confident ordering flowers, make decisions faster, and complete purchases without frustration or uncertainty.
HMW Statements & Potential Solutions
To tackle user challenges and frustrations, I developed How Might We (HMW) statements paired with possible solutions, focusing on boosting engagement, motivation, and enjoyment while minimizing stress and confusion.
Card Sorting
After ideation, I conducted a closed card sorting session with nine participants to understand how users group floral categories and filters, then made a table and came to a conclusion about the categories. These insights informed a site map that aligns with users’ mental models and supports easier decision-making.
Site Map
I developed a site map grounded in user research to make the app intuitive, easy to navigate, and aligned with users’ expectations.
Task & User Flow
The task and user flow map the steps users take to personalize a meditation session, ensuring a smooth and intuitive experience.
Mid-Fidelity Wireframes
In the prototyping phase, I created mid-fidelity wireframes to explore the florist website’s layout and key flows. I then conducted usability testing to uncover friction points and iterated on the designs to improve clarity and ease of use.
Mood Board & UI Kit
We selected a soft, floral-inspired palette to reflect warmth and elegance. Early explorations tested brighter and more saturated colors, but they felt too playful for a trustworthy floral brand; on the other side darker tones reduced the sense of freshness and trust.
Inspired by natural florals, these muted blush and berry tones create a calm, trustworthy feel. The palette supports gifting moments and helps users feel confident while browsing and purchasing.
Our UI Kit draws inspiration from the fresh, soothing colors of our floral-themed mood board. We selected the Inter typeface for its modern, approachable feel to create a harmonious, welcoming experience for our users.
I also used the WebAIM Contrast Checker to verify that our chosen colors meet accessibility standards. According to the tool’s output for the foreground color #592841 and background color #FDF1EE, the contrast ratio meets the required WCAG criteria — meaning it passes the minimum thresholds for legibility. This ensures our design remains clear and readable for all users, including those with visual impairments.
The Final Product
