CATLEYA DE MAYO

Catleya de Mayo will be your new source of smiles, offering a wide variety of products and bouquets featuring high-quality exotic flowers at reasonable prices. We are here to help you choose the perfect bouquet for any occasion.

TIMELINE

January - June 2022

ROLE

Personal UX design project - user research, prototyping, usability study, visual design

Tools

Figma, Adobe Illustrator

Problem

People want to choose the perfect bouquet. 🌼
Those who wish to give bouquets of flowers need relevant and well-categorized information to confidently select the right bouquet for the occasion.

Solution

Solution InfoSolution Info

COMPETITIVE ANALISYS

This search considered the interaction, content, and visual design of each application. Two types of applications were identified.
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1. Applications offering gifts, including floral bouquets as a product.
2. Applications focused on floral bouquets with additional complements.

These applications differ in how prominently they feature bouquets as a product. Since Catleya de Mayo focuses specifically on floral bouquets, the decision was made to use as references those applications where bouquets are highlighted as the primary offering.
Competitive Apps

INSIGHTS

✰ The applications provide descriptions of the bouquets but lack detailed information about their flower composition.
✰ Product suggestions on the bouquet information pages are broad and not tailored to specific events or occasions.
✰ Some applications, despite having a well-organized structure and categorization, are not visually appealing, which could potentially lead to user hesitation during the purchase process.

UNDERSTANDING THE USER

The user research involved conducting interviews, and creating maps of empathy, journey user maps, and Personas, in order to identify the needs and motivations of future users.

INTERVIEW

Conducted interviews with 5 individuals, men and women between 20 and 50 years old who have given bouquets as a gift. Research questions:
1. Which method is easier for you to buy flowers? Why?
2. Why do you choose flowers as a gift?
3. Are you interested in knowing the meaning of the flower before making the purchase? Why?
4. Can you differentiate which types of bouquets are appropriate for different events?
5. What is the most important thing when you are buying?

INSIGHTS

✰ People find it easier to purchase in-person or through direct online chat, as they trust that the staff has expertise in flowers.
✰ They associate flowers with elegance, natural beauty, and refined details.
✰ The visual representation of the bouquet is a crucial factor in their decision to proceed with the purchase.

PERSONAS

Among the users, two main ones stood out: people who seek to find all the information at hand, organized and categorized so as not to waste much time searching and people who want to know the meaning of the gift they are looking for.
Personas 1 description
Personas 2 description

PROBLEM STATEMENTS -PAIN POINTS

Looking through all the data recollect, I identified some pain points. Here are some that kept repeating in the interviews, I structured them into 3 groups:

Categories and meaning

Users want to ensure that the flowers in the bouquet they choose are appropriate for the event.

Incomplete information

The absence of necessary information to complete the order force users to contact an advisor.

Visual attractive

Photos and brand impression are key factors influencing the user's decision to make a purchase through the application.

STARTING THE DESIGN

WIREFRAMES

Wireframes 1
Wireframes 1

LOW-FIDELITY PROTOTYPE

This prototype allows the user to navigate in the app with the objective to order a bouquet for a birthday gift, it presents important interactions such as the payment page, and shipping and gives an idea of the information that will be found on each bouquet.
LOW-FIDELITY PROTOTYPE

USABILITY STUDY

A preliminary usability study was conducted, in which users were asked to order a bouquet for a friend's birthday using a low-fidelity prototype.

Methodology

→ Participants:
Men and women between 20 – 50 years old.
People who have given a bouquet before.
→ Time:
10–20 min.
→ Modality:
Unmoderated usability study - Bucaramanga, Remote.

Analysis of the information

To evaluate the test results, an affinity diagram was created to identify patterns and themes. These were then converted into insights, prioritized, and resulted in three key changes.
Theme 1 - Date
Theme 2 - Changing the position of the cart button
Theme 3 - Complement the order
Theme 1 - Date
During the study, many users expressed confusion when selecting a delivery date due to the separation of time and day. To address this, a proposed solution includes a section where users can view and select both the time and day simultaneously, with the chosen date displayed in a summary box.
Usability Study Theme 1
Theme 2 - Changing the position of the cart button
Users had difficulty locating the cart button quickly. To address this, the cart button was made more visible. Additionally, for the occasion buttons, users suggested using images that clearly represent the type of event to aid in identification.
Usability Study Theme 2
Theme 3 - Complement the order
Users were unsure how to view the bouquet’s additional options, leading to confusion about whether more options were available beyond those displayed. To address this, the section was highlighted with a background, and a "View All" button was added for clarity.
Usability Study Theme 3

FINAL PRODUCT

A first usability study was conducted where users were asked to order a bouquet for a friend's birthday on a low-fidelity prototype.​​​​​​​
Click here to intereact with the prototype
Mockup app
Design Kit

LEARNINGS

Thank you for viewing my UX design project! 🙌 I thoroughly enjoyed and learned a lot while working on Catleya de Mayo. I hope you enjoyed exploring this project as much as I enjoyed creating it.
1. Feedback - The results from tests, along with feedback from users and colleagues, were invaluable for improving and understanding the application’s objectives. Recognizing that the design process is iterative and involves changes facilitates safe and effective project advancement.

2. The user is key - Understanding user needs is a critical challenge in the design process. Interviews and tests were instrumental in achieving this goal and allowed me to apply various methods to support user-centered growth.
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3. UI - This project allowed me to explore the field of UI in greater depth, visual attraction is also a fundamental factor in the creation of the application, so I will continue to learn and improve my skills to achieve a better visual experience.

NEXT STEPS

• Conduct more user research to determine any new areas of need.
• Conduct another round of usability studies to validate the pain points users experienced have been effectively addressed.
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Get in touch: lizethvelasco.20@gmail.com