Lovebug Florist
UX CASE STUDY
Lovebug Florist
Lovebug Florist is your one-stop shop for all things flowers that is located in Lagos in Nigeria. They offer a wide variety of fresh, seasonal blooms, expertly arranged into stunning bouquets that are perfect for any occasion. Whether you're looking for a romantic gesture, a thoughtful gift or simply a way to brighten up your day Lovebug Florist has the perfect bouquet for you. As our business grows, they plan to open a store in Toronto, Canada.
Project Overview
CHALLENGE
Design a new flower delivery app with user-friendly features and branding to assist users in buying Lovebug's products
SOLUTION
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Design a website that meets the goals of the business and user
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New branding that effectively communicates Hanamaru’s unique personality
DURATION
4 Weeks
FigmaMiro
Illustrator
Photoshop
ChatGPT
TOOLS
Design Process
EMPATHISE
DEFINE
IDEATE
DESIGN
TEST
Research
Through market research, competitive analysis, and user surveys, I planned to get deeper understanding of the market and Hanamaru’s customers.
RESEARCH GOALS
Understand the market trends of Flower industry in Toronto
Identify Lovebug's target market
Identify Lovebug's competitors and evaluate strength and weaknesses
Understand how people get flowers , local businesses
Understand the feelings/experiences people buy flowers.
Discover pain points that people encounter delivery service.
Market Trends
The flower business market in Toronto is characterized by diversity and growth, requiring florists to be responsive to customer needs and market trends.
Intense Competition: Numerous florists in Toronto compete to provide customers with excellent quality and service. This competition offers customers a wide range of options and drives florists to enhance the quality and competitiveness of their offerings.
Diverse Demand: The market caters to various demands, including weddings, funerals, birthdays, anniversaries, and other occasions. Florists in Toronto offer a broad range of products and services to meet these diverse needs.
Relationships with Local Producers: Some florists source flowers and plants directly from local producers. This enables them to offer high-quality flowers at reasonable prices while contributing to the local economy.
Importance of Online Presence: Recognizing the importance of online presence, many flower businesses in Toronto utilize websites and social media to reach customers. This allows customers to easily order flowers from the comfort of their homes and request deliveries.
Seasonal Impact: Demand fluctuates seasonally. For instance, spring and summer witness an increase in weddings and events, driving up the demand for flowers. Conversely, winter sees heightened demand for flowers due to events like Christmas and year-end celebrations.
Consumer Trends
Consumer trends in the flower business are influenced by various factors including changing lifestyles, preferences, and socio-economic dynamics.
Sustainability: There's a growing awareness among consumers about the environmental impact of flower production and distribution. As a result, there's a rising demand for sustainably grown flowers and eco-friendly packaging. Florists who prioritize sustainability in their practices are likely to attract environmentally conscious consumers.
Online Purchases: The convenience of online shopping has led to an increasing number of consumers purchasing flowers online. This trend has been further accelerated by the COVID-19 pandemic, which prompted many consumers to explore online alternatives for purchasing flowers. Florists with robust online platforms and efficient delivery services are well-positioned to cater to this trend.
Customization and Personalization: Consumers today seek unique and personalized experiences, and this extends to their flower purchases. They prefer customized arrangements that reflect their individual tastes and preferences. Florists who offer customization options and tailored services stand out in the market.
Demand for Exotic and Unusual Flowers: There's a growing interest among consumers in exotic and uncommon flower varieties. This trend is fueled by social media platforms where users share photos of unique floral arrangements, inspiring others to seek out similar blooms. Florists who offer a diverse range of flowers beyond the traditional options can capitalize on this trend.
Event-Based Purchases: Flowers are no longer limited to traditional occasions like weddings and funerals. Consumers now purchase flowers for a wide range of events and milestones, including birthdays, anniversaries, graduations, and corporate events. Florists who cater to these diverse occasions and offer themed arrangements are likely to attract more customers.
Health and Wellness: Flowers are increasingly being recognized for their positive impact on mental health and well-being. Consumers are drawn to flowers not only for their aesthetic appeal but also for their ability to uplift mood and reduce stress. Florists who highlight the emotional benefits of flowers in their marketing strategies can resonate with health-conscious consumers.
Subscription Services: Subscription-based flower services are gaining popularity among consumers who seek regular floral deliveries for themselves or as gifts. These services offer convenience and surprise, as subscribers receive fresh flower arrangements periodically. Florists who offer subscription options can foster long-term relationships with customers and ensure consistent revenue streams.
The local flower industry
The local flower industry in Toronto is a vibrant and diverse sector that contributes significantly to the city's economy and cultural landscape. Here are some key aspects of the local flower industry in Toronto:
Florists and Flower Shops: Toronto is home to a multitude of florists and flower shops, ranging from small, independently owned boutiques to larger chain stores. These establishments offer a wide variety of fresh flowers, arrangements, and bouquets for various occasions, including weddings, funerals, birthdays, and corporate events.
Local Flower Markets: Toronto hosts several flower markets throughout the year, providing a platform for local growers and florists to showcase their products directly to consumers. The most notable of these is the Toronto Flower Market, which operates seasonally from May to October. These markets offer a diverse selection of locally grown flowers, plants, and greenery, fostering a sense of community and supporting local growers.
Wholesale Flower Market: Toronto is also home to a bustling wholesale flower market, where florists and event planners can purchase bulk quantities of flowers and floral supplies. The Ontario Flower Growers Cooperative, located at the Ontario Food Terminal, is one of the largest wholesale flower markets in Canada and serves as a hub for the distribution of flowers across the region.
Event and Wedding Floristry: With its vibrant events scene, Toronto has a thriving market for event and wedding floristry. Florists specializing in this niche work closely with clients to create custom floral designs that reflect their vision and style. Toronto's diverse population and cultural influences contribute to a wide range of floral preferences and themes for events.
Community Engagement: Many florists and flower businesses in Toronto actively engage with the local community through workshops, events, and collaborations. These activities not only promote their businesses but also contribute to the cultural fabric of the city and foster connections with customers.
Sustainability Initiatives: There is a growing awareness within the local flower industry in Toronto about the importance of sustainability and environmental stewardship. Some florists prioritize sourcing locally grown flowers and eco-friendly packaging materials, while others participate in initiatives to reduce waste and promote responsible growing practices.
Competitive Analysis
After conducting market research, I began examining the competitors of Lovebug to assess their strengths and weaknesses. The obtained insights have been instrumental in identifying strengths to enhance and weaknesses to steer clear of, all while aligning with the specific goals set for Lovebug
Bloom Bouquet
STRENGTH
BloomBouquet offers a wide variety of floral arrangements, catering to different tastes and occasions.
Known for its reliable global delivery services, making it a strong competitor for international users.
WEAKNESS
Some users have reported that the floral arrangements may not always align with specific cultural preferences.
BloomBouquet tends to have slightly higher prices compared to other competitors in the market.
PetalExpress
STRENGTH
PetalExpress is known for its efficient same-day delivery services, attracting customers with last-minute floral needs.
The app offers competitive pricing without compromising on the quality of floral arrangements.
WEAKNESS
The range of floral options may be narrower compared to competitors, potentially limiting user choices.
Some users find the customization options restrictive, wanting more flexibility in personalizing their floral orders.
FloralEase
STRENGTH
Subscription Services: FloralEase offers subscription-based services, ensuring regular engagement with customers and consistent revenue.
Sustainability Focus: The app promotes eco-friendly and sustainable practices, appealing to environmentally conscious consumers
WEAKNESS
Limited Global Presence: FloralEase primarily focuses on a domestic market, potentially missing out on the international customer segment.
Complex User Interface: Some users find the app's interface slightly complex, especially those new to online floral services.
BlossomHub
STRENGTH
Seasonal Collections: BlossomHub curates seasonal collections, staying aligned with current floral trends and occasions.
Virtual Flower Preview: The app allows users to virtually preview floral arrangements in their own space using augmented reality (AR) technology.
WEAKNESS
Limited Global Reach: The app primarily caters to a regional market, limiting its reach for users looking for international delivery options.
Complex Checkout Process: Some users find the checkout process slightly complex, leading to potential cart abandonment.
User Interviews
I interviewed three individuals to gather real-life experiences regarding their process of shopping for flower bouquets. I conducted the interviews in an open-ended style to extract as much information as possible and gain a deeper understanding of our users.
“The choice of flowers varies based on the occasion and the recipient, and the type and size of the bouquet differ. Therefore, in online shops, high-quality and easily imaginable photos are crucial. For instance, in-store shopping, having samples of bouquets allows customers to see, touch, and consult with florists, making it easier for them to make decisions. This way, customers can identify the service and product value and determine whether they meet their needs. This difficulty in bridging the gap between products and needs poses a challenge for online stores.”
ーJayna
Empathy Map
Based on the information from the user interviews, I have compiled my findings into an empathy map. I have started categorizing them into Thinking/Feeling, Doing, Seeing, Hearing, Gains, and Pains. This approach allowed me to gain an overall understanding of the interviews with different users.
By identifying commonalities across the board from the findings, I was able to analyze and better understand who LoveBug's users are and what they truly want. From this understanding I was able to derive insights and needs.
INSIGHTS
People want to make a purchase when they are sure that the gift recipient will be happy.
People want to see exact what they will get.
People find difficulties to choose flowers
NEEDS
To prepare bouquets that suit each individual's taste.
To be able to see the photos and sizes
Make it easy to choose flowers
User Persona
Based on the empathy map I created, I have developed two different types of personas to ensure that my decisions in the process are user-centered. By creating two personas, I was able to reduce biases and create a more realistic persona. I aimed to provide a clearer definition of who Lovebug's users would be. I have decided to narrow down the design for LoveBug to focus on Omoyemi as the target user moving forward.
Defining the Problems
I know that who the Lovebug’s user is Omoyemi. I started to identify what problems we are trying to solve for her. Based on the insights and needs from my empathy map, I started to have better understanding what Omoyemi ‘s problems are by POV statement and HMW questions I made.
INSIGHTS
People want to make a purchase when they are sure that the gift recipient will be happy.
People want to see exact what they will get.
People find difficulties to choose which bouquet is the best for the gift recipient
POV
She wants to have a fresh bouquet to decorate her home with flowers
She doesn't want to see the pictures because she wants to get the bouquet as a surprise.
Omoyemi wants a hassle free process to buy a bouquet
NEEDS
To prepare bouquets that suit each individual's taste.
To be able to see the photos and sizes
Make it easy to choose bouquet
HMW
How might we help her find a bouquet they want?
Hou might we help her shows the pictures they would get
How might we help her choosing bouquet for them
Brainstorming
Using the HMW questions as a starting point, I began brainstorming to devise solutions for each of the identified problems. I chose the method of mind mapping to efficiently generate a wide array of ideas.
Strategizing
From brainstorming , I got a lot of ideas. Now I wanted to strategize and determine which solutions we should prioritize to most effectively help Yemi meet her goals.
Project Goals
Before determining the solutions to implement, it was crucial to fully comprehend the objectives we aimed to achieve. These goals would serve as a compass, guiding our decisions and ensuring we moved in the correct direction.
Application Map
To initiate the architectural planning of the application and determine the placement of these features within it, I devised an application map to structure the screens in a manner that would be both logical and user-friendly.
Task Flow
After understanding how the app works, I wanted to learn more about how Yemi uses it. First, I figured out what important things Yemi and users like her want to do with the app. Then, I wrote down exactly what each screen should do to help them. Lastly, I looked at how Yemi moves around the app step by step. This helped me see which screens she goes to and what she does on each one to get things done.
User Flow
After understanding how the app works, I wanted to learn more about how Yemi uses it. First, I figured out what important things Yemi and users like her want to do with the app. Then, I wrote down exactly what each screen should do to help them. Lastly, I looked at how Yemi moves around the app step by step. This helped me see which screens she goes to and what she does on each one to get things done.
LoFi Wireframes Sketch
Based on what I understood about the user, our goals, how the app is set up, and how users interact with it, I made smart decisions about how to design Homely's screens. I did this by sketching out basic wireframe designs with only the essential details.
Usability Testing
After completing the prototype, I started working on a plan for testing to manage the upcoming testing phase. Then, I found people to participate and conducted usability testing to watch how users interacted with my design and find areas where I could improve it. The participants' opinions about their feelings and thoughts throughout the test helped us identify pain points and areas for improvement.
PAIN POINTS
After adding products to cart, customers were not notified with a visual representation that the product was added to their cart.
Users couldn’t recognize catalog icon
Hard to find the agreement checkbox
INSIGHTS
Make a visual representation on the cart with the amount number after adding products and direct users to cart
Change the catalog icon to more recognizable icon
The checkout button is grayed out until the user presses the checkbox to remind them that the checkbox is there.
Priority Revisions
Using insights gained from the user testing, I started improvements to my design in accordance with the feedbacks
Style Tyle
Lovebug has already established their brand, but they lack a color palette and typography. I selected colors that align with their brand personality of "Dependability," "Luxury," "Calm," and "Sophistication." The chosen typography reflects qualities of "Elegance," "Luxury," and "Dependability."
UI Kit
Utilizing the style tile as a reference, I integrated Lovebug's branding into the UI components used for the application. To maintain consistency in design standards for future developments or other designers, I developed a UI kit documenting these elements for easy reference.
Reflection & Next steps
This project taught me how essential research and testing are in creating a product that meets users' real needs, not just what they think they want. To take this project further, here's what I'd do next:
1. RE-TEST
With the new revisions and branding incorporated, I would want to test my design again to ensure the design’s usability
2. HAND-OFF
Once the design is finalized, I'd pass it on to the developers or other stakeholders to begin constructing the product.
3. PRODUCT LAUNCH
In the end, after building the product, we would launch Lovebug's new branding and their updated online shopping experience.
4. FUTURE IMPLEMENTATION
I believe there's potential to enhance the experience further by incorporating additional features outlined in the product roadmap.
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