Problem and Solution
Many users find it difficult to buy a product from Flower Shop Network due to unorganized homepage, long list of states, too many options at first glance and long texts without any aesthetic design. I solved the problem by improving the information architecture, better filtering options and more user friendly design.
Responding based on customer's needs
Convenient accessibility
Considering the time for completing one task
1) Online survey
To understand our users, we created an online survey asking people about their priorities when buying flowers.
A) For about 60% of participants, flower design(basket or vase) is more important than flower type.
B) Most participants prefer to filter flowers by the occasion, flower design and flower type.
C) When finally choosing a flower, the most important criteria for people are price, image of the flower and comments.
2) Card Sorting
To create a better site map, we put website information into 50 cards and asked 10 participants to classify these cards to different categories based on their own mental model. Which led us to a new site map.
3) Competitive Analysis
To gain more information, we also did some competitive analysis.
We made 4 major changes based on the user research
1. Navigation menu
The first thing that we changed is the navigation menu to respond better to customer needs. For example, we directly put "Flowers in vase" , "Flowers in basket" and "Occasions" in navigation bar so that people can easily search for their desirable flower.
Besides, we realized "Plants", "Trendy Flowers" and "Services" are more important for people than "Blogs", "About us" and "Contact us" so we put those links in the footer.
We made 4 major changes based on the user research
1. Navigation menu
The first thing that we changed is the navigation menu to respond better to customer needs. For example, we directly put "Flowers in vase" , "Flowers in basket" and "Occasions" in navigation bar so that people can easily search for their desirable flower.
Besides, we realized "Plants", "Trendy Flowers" and "Services" are more important for people than "Blogs", "About us" and "Contact us" so we put those links in the footer.
We made 4 major changes based on the user research
1. Navigation menu
The first thing that we changed is the navigation menu to respond better to customer needs. For example, we directly put "Flowers in vase" , "Flowers in basket" and "Occasions" in navigation bar so that people can easily search for their desirable flower.
Besides, we realized "Plants", "Trendy Flowers" and "Services" are more important for people than "Blogs", "About us" and "Contact us" so we put those links in the footer.
2. Better filtering options
After choosing the flower design, occasion and location, now users have more options to filter like flower type, price and color.
3. List of flowers
Since we realized people pay attention to price, image and comments to make their final choice, we designed the list of flowers in a way that people see thw image and price in the first glance. And if they click on a flower, they can find the rating and comments.
4. The Homepage
The current homepage is so unorganized with long texts, too many options and less important sections. Therefore, we made a new homepage.
Click on the image to access Figma prototype.
