Fancy florist website

Fancy Florist is a privately owned company based in Milan, Italy.
Its mission is to provide customers an effective way to send flowers anywhere in the world. It aims to be the most fashionable, reliable and innovative floral partner.

In a market where other competitors are offering the same service, Fancy Florist wants to establish a way to be recognizable.
They also want to get a very easy way to send flowers worldwide, usable for people aged 20 to 80.

As UX Designer leader, I was in charge of the whole process: conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.

During the interviews we conducted to understand users and their needs, we found out that people who use websites to send flowers are expecting a very easy procedure, with a few and clear steps to guide them through the funnel.

Users also appreciate to be helped during the shopping experience: as they’ve no deep knowledge of flowers and plants, they appreciate navigation paths such as occasions, colors and flower type.

Besides of paper wireframes, I created the website main navigation according to common navigation paths that emerged from the competitive analysis and also the users need that I found out during the first intervies.
I choose hierarchical structure as main navigation, in order to guide the user towards ordered navigational paths.

As I move on with the digital design, I made sure to edit the screen designs on feedback and findings from the user research.
I used icon to add reassurance values to the home page, and also clear visual buttons to choose flowers format and options in the product page.
The checkout procedure has a sequential navigation, with clear indication of any completed step.

I made the hi-fi prototype in AdobeXD and revised it in a few design sessions. I included some design changes that came out after the usability study: the users wanted a more clear and simple checkout procedure and also a confirmation prompt after the final step.

View Fancy Florist high-fidelity prototype.