Cover of the Floridea case study, featuring a floral background with a phone showing the Floridea app, and on the other side a white background with the title Floridea.
Back
Image with floral background and a phone displaying the Floridea app design

The Problem

Floridea requires the development of a mobile application that serves as a catalog for trendy floral arrangements.

The Goal:

Develop a Floridea mobile application to showcase arrangements in a modern, user-friendly environment.

My Role:

Target Audience:

UX/UI Designer.

General public.

My Responsibilities:

Duration:

User research, surveys, personas, ideation, usability evaluations, low-fi and high-fi interactive prototypes, wireframes, competitive audits.

June 2022 - December 2022

User Research:

Users’ needs and emotions were identified through an in-depth survey. The most significant challenges include difficulty finding quality, affordable floral arrangements, lack of recommendations from florists, and no personalization in flower selection. Based on this valuable information, a persona was created representing the main issues found among users. Problem statements with corresponding hypotheses were formulated to ideate effective solutions. Additionally, value propositions were developed, and a thorough competitive audit was conducted to fully understand the floral market landscape.

Representative persona of Floridea users, named Rosalina Somoza
Journey map showing the steps Rosalina Somoza would take to purchase a floral arrangement

Designs:

The design process began with paper page sketches. The most promising versions were selected to create an attractive, easy-to-navigate version. Later, digital wireframes were developed.

Paper wireframe of Floridea's main page
Low-fidelity digital wireframe of Floridea's main page

Usability Study:

A usability study was conducted with five participants, unmoderated and remotely. From this process, six significant findings emerged:

  • Data confirmation screen.
  • Add user addresses.
  • Add payment methods.
  • Add coupon usage.
  • Show current order process.
  • Add product or service reviews.
Usability studies

High-Fidelity Mockups and Prototype:

Based on the usability study results, significant adjustments and improvements were made, incorporating various details, resulting in the final mockups. You are invited to view the high-fidelity prototype at the following link:

Floridea High-Fidelity Prototype Images of phones displaying Floridea app screens

Floridea Case Study Link on Behance

Conclusions and Next Steps:

It became clear that understanding user needs and preferences is essential for delivering effective design solutions. Additionally, it reinforced the importance of considering a diverse audience and valuing feedback as a crucial element for continuous improvement in the design project.


"I like how easy it is to choose an arrangement within my budget."

Sebastian, feedback

For next steps, the following considerations are in mind: