FLORESTA

Floresta is contemporary flower service that empowers human flourishing through tech & nature.

PROJECT DURATION
SUMMER 2022

ROLES
UX Researcher
UX/UI Designer
Visual Designer

INDUSTRY
Services
Tech
Sustainability

INFO
Product Owner

STEPS
UNDERSTANDING USERS
DESIGN PROCESS & REFINEMENT
GOING FORWARD

OVERVIEW

  • There is no app that can deliver a sequential experience of buying flowers and unlock the powers of customization, a.i. randomizer, same-day pick-up or delivery, and subscription options. Floresta is an outstanding contemporary flower service that empowers human flourishing through tech & nature.

  • As flower consumers, participants require a co-creation service that enables creativity and ease of use in the customization of flower arrangments.

  • To create an app experience that makes buying flowers joyful and seamless.

RESPONSIBILITY
User Research
User Testing
Wireframing
Prototyping
Visual Design
Info Architecture
Branding
Copywriting

PROCESS

My user research strategy emerge in doing a competitive analysis. Strategy build up in creating user personas, recognize main pain-points and developing story boards. One of my assumptions for this service was the limitations I was associating with a cliché culture related with ready-made flowers market. However, the research proves that there are open possibilities in new approaches to users and this market segment.

TECHNIQUES
User Personas
Competitive Analysis
User Tests
Affinity Diagrams
Actionable Insights

UX RESEARCH

STEP
UNDERSTANDING USERS

  • Local flower shop takes too much time for custom orders to be delivered.

  • Customization of flower arrangements requires specialized aesthetic, occasional, and seasonal knowledge that participants do not necessarily have.

  • Participants are interested but unable to shop for flowers on a customizable, automated, and recurrent basis.

COMPETITIVE AUDIT
Discovering some differentiation in services & methods.

USER PERSONAS
I designed a user persona interface using Airtable.
Ask me how you can use Airtable for UX Design.

STORY BOARDS
I sketched possibilities of user journeys and scenarios.

DESIGN

STEP
START & REFINE DESIGN

Taking in mind the user research and the project goals , I consider general Information Architecture categories and study some user flows. I went for a sequential experience and narrowed it down to two paths, custom or best-seller. Then, I made the prototype functional and proceded to testing.

TECHNIQUES
Information Architecture
Paper wireframes
Digital wireframes
Lo-FI prototype
Usability studies
Branding
UX Copy
Business Insight
Mockups
HI-FI prototype
Design System
Accessibility

PROTOTYPING
I tested prototypes for refining.

USABILITY STUDY

USER TESTS
Moderated

  • 80% of participants that engage in the Custom Path are first-time users of floral apps. Most participants recall an overall easy experience and encourage minor changes. Curiosity & creativity are the top emotional triggers for this response.

  • Due to the fact that the bulk of participants seems to go for the Custom Path, we recommend optimal visuals for an engaging experience that involves exploration and participation.

    Due that some of the participants completed conversion without an active menu, some features can be rolled into the menu in future versions.

  • Since most users opt for exploration and participation, some new features are recommended such as a subscription service and an A.I. randomizer. This business insight can recalibrate the business model and orientation.

  • The hierarchy and layout are logical and sequential. Typography support legibility & visual focus.

OUTCOMES

  • Floresta's experiment seems to support and increase innovation in business models of production and design. Participants recall memorable experience.

  • One of the most valuable things I get from this process is how to implement UX for innovation and gain context for a good case in business strategy & insight.

  • My next step is to consolidate a simple design system and implements new versions.

DELIVERABLES
Usability Test
Wireframes
Mockups
Low-fi prototype
High-fi prototype

Floresta Design System 
Floresta Design System