Fun Project
E-Commerce | Zelda's Flowers
Work Type: Self-Conceptualized
Project Status: Complete
Project Date: November 2021
Project Medium: Digital
My Role: UI/UX Designer
Tools: Figma, Photoshop & Illustrator
Project Duration: 1 month
Total Team Members: Solo
E-commerce website for an interactive flower boutique, to custom create your own flower bouquet from an expertly curated collections of flowers.
What I did?
UI/UX Design
Conceptualized and designed the UI layout, wireframes and user flow of the website to create the experience of an interactive flower boutique
Product Design
Assessed market gap for online flower businesses and designed an e-commerce platform functioning as an interactive flower boutique
1 | Conceptualizing the brand
Contextualizing the project constraints and understanding the market positioning of the brand
2 | Problem Statement
Determining the problem to be solved for the purpose of understanding the project requirement and deliverable
3 | Branding and Identity
Developing a visual identity based on the personality aspects mentioned in the problem statement
4 | User Profiling
Based on the research, creating a user profile to empathize with users and get an angle on the problem being solved
5 | Site Map
Sketching out the information architecture to ensure easy to follow navigation through out the website
6 | Proto User Flow
Designing the user experience to come up by a userflow that fits the bill of an interactive flower boutique
7 | UI Design
Translating the brand personality and user experience into a visual extension by designing the website's interface.
8 | What I Learnt?
Describe the item and include any relevant details. Click to edit the text.
Describe the item and include any relevant details. Click to edit the text.
Understanding
01
Conceptualizing the Brand
Contextualizing the project constraints and understanding the market positioning of the brand
About
Brand
Flower business specializes in supply and distribution of six flower varieties. The owner has in-depth knowledge of flowers
Zelda's Flowers is a pet project e-commerce brand. As the name suggests, Zelda(she/her) is the owner of this business who owns a store known for its supply and distribution of a variety of flowers - particularly Dahlias, Daisies, Lilies, Peonies, Roses and Tulips. She uses her expertise and knowledge in flowers to curate various flower collections based on mood and occasions.
TARGET AUDIENCE
Location: UK
Ages: 12-60
Income bracket: Medium-High
Gender: All genders
BRAND USP
-
Popular for six flower varieties
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Curated flower collections based on mood and occasion
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Quirky vintage personality
BRAND PERSONA
Straightforward
Whimsical
Minimalistic
Vintage
Luxury
MARKET POSITIONING
Flower business
Flower Supply
Interactive flower boutique
Bouquet business
02
Problem
Statement
Determining the problem to be solved for the purpose of understanding the project requirement and deliverable
To be
Solved
Website whose UX is reflective of the owner's quirky personality
The website is required to be designed as a shopping platform that honours this particular brand USP and allows her customers to place an order of flowers online depending upon their mood or an occasion of the requirement.
03
Branding &
Identity
Developing a visual identity based on the personality aspects mentioned in the problem statement
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Imagery
Logos
MAIN LOGO
Storefront Logo Zelda's Flowers
Primary Typeface
Abril Fatface
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Secondary Typeface 1
Arkhip
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Secondary Typeface 2
Lato
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Define
04
User
Profiling
Based on the research done on the market gap, drawing a user profile on the target audience and to empathize with users and get an angle on the problem being solved
Three types of Floristry Customers
In-store (Bricks & mortar)
Telephone
Online
Bricks and Mortar In-store Customers are:
Home Flower Buyers
Gift Givers
Corporate & Event Buyers
Funeral Home Flowers
Online Florists generally have two types of customers:
Corporate Buyers
Gift Givers
So what are the characteristics of each type of customer and what do they want?
Home Flower Buyer
-
Generally Female 25
-
Will generally buy flowers more than 4 times a year
-
Will buy flowers around events, for example Christmas for the home
-
Will buy flowers from the same source IE the same Florist Store or Supermarket
Male Gift Giver
-
Male 25 – 60 plus
-
Generally Tertiary Educated
-
Married or long term partner
-
Will buy flowers primarily for their partner
-
They are occasion driven IE Birthday or Anniversary
-
They are event driven IE Valentine’s Day
-
They will spend more money
-
They will buy larger arrangement equating size with value and emotional outcome
-
More likely to use a florist choice or pre-designed option
-
More likely to buy roses or other known
Female Gift Giver
-
Female 25 – 60
-
Working
-
Generally buys flowers for co-workers & Friends & Family
-
Is more likely to be looking for a product that evokes an emotional response in them
-
likely to buy flowers in store & Online but they seek a multi-sensory experience
-
Likely to be more cost sensitive
-
More likely to request a specific combination of flowers for an order, or a change to an order
-
More likely to compare across multiple sites
Corporate Buyer
-
Female 25
-
Working in an office environment
-
Buying on behalf of a business
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More likely to have a regular floral order for an office
-
Ordering Flowers on behalf of someone as either a gift or for the office
-
Is price driven and has a budget in mind
-
Is driven by the visual size of the arrangement
05
Site
Map
Sketching out the information architecture to ensure easy to follow navigation through out the website
06
Proto
User flow
Designing the user experience by drafting a userflow that fits the bill of an interactive flower boutique
Wireframing & Prototyping
07
UI
Design
Translating the brand personality and user experience into its visual extension when designing the website's interface.
Wireframes
User Interface
Project Summary
The entire website has been designed, centering on the theme of the visual identity that was whipped up as part of a design challenge and the self-conceptualized brand USP of the in-store: Zelda's quirky personality, the store's popularity for six variety of flowers being sold for and her knowledge in flowers for moods and occasions lending to a potential selling point of curated flower collections for users to choose from.
These characteristics and a secondary research in the market gap led to the idea of turning the user experience of this website into a platform that functions as an interactive flower boutique while also allowing the user/customers to purchase flowers to create a DIY bouquet online - guided by Zelda's expertly-curated collections based on mood and occasions as well as make bulk orders online.