Floret | Portfolio

Floret is an online flower delivery service focusing on providing luxurious bouquets to its users.

Title

Floret Mobile Web App & Website: Providing luxurious flowers

Duration

1 months September 2023)

Role

Research & UI/UX

Tools

Adobe XD, Illustrator

Overview

Many flower ordering services on the market often fall short of customer expectations. Some of these services struggle to provide a wide variety of fresh and high-quality flowers, leading to disappointing and wilted bouquets upon delivery.

Floret is the perfect solution to complement both large and small flower shops. Many people have become hesitant about visiting their favorite local florists due to concerns about unnecessary health risks, which they believe can be easily avoided by turning to online flower ordering services.

Problem

There are several challenges that deter individuals from enjoying the pleasures of ordering flowers online. People may struggle to find the perfect bouquet to match their preferences. Online flower ordering platforms need to provide an equally convenient and delightful experience as purchasing flowers in person. Pricing concerns can make people hesitate to place an online order. Some individuals may remain wary of engaging in online transactions due to security or reliability issues. Customers aspire to have a seamless, hassle-free experience when ordering flowers online, without the concerns of pricing, security, or quality. This ultimately leads them to consider alternative options, such as buying flowers locally or in physical stores.

Ideate

Paper Wireframes

Research

Competitors

1-800-Flowers.com:

Strengths: An established brand with a wide network of local florists for quality and diverse flower options. Strong customer service and reliable delivery.
Weaknesses: Prices can be on the higher side, and some customers have reported issues with bouquet quality and delivery timing.

Bouqs:

Strengths: Focus on sustainability and eco-friendly flowers. Straightforward pricing and subscription options. Unique floral selections.
Weaknesses: Limited delivery options and may not have as wide a selection as some competitors.

Teleflora:

Strengths: Extensive network of local florists. Offers same-day and international delivery options. Variety of floral arrangements.
Weaknesses: Pricing can be high, and quality may vary depending on the local florist fulfilling the order.

What can be improved?

Complex Navigation

Many flower marketing services suffer from complex navigation, making it challenging for users to find what they're looking for. This can deter potential customers and lead to frustration. A study by the Nielsen Norman Group found that poor navigation is a primary reason for user dissatisfaction.

Mobile Optimization

Failure to optimize the user interface and experience for mobile devices is a common issue in the flower marketing industry. With a significant portion of users accessing such services through mobile devices, a lack of mobile optimization can result in a poor user experience, potentially causing high bounce rates and lost sales.

Search functionality

Subpar search functionality is a major drawback. Users often struggle to find specific flower arrangements or products due to ineffective search features. A study by Baymard Institute suggests that approximately 28% of users face difficulties in finding the products they are looking for when shopping online.

Complex Checkout

Many flower marketing services have overly complicated and lengthy checkout processes. This can lead to cart abandonment and decreased conversion rates. A study by the Baymard Institute found that a convoluted and confusing checkout process is one of the leading causes of abandoned online shopping carts, with an average cart abandonment rate of over 69%.