Chloe's flower webshop brings the allure of Parisian blooms right to your doorstep. I've crafted a user-friendly platform for individuals aged 25 to 55, making floral shopping a breeze without compromising on style.

Existing online shopping websites often overwhelm users with cluttered interfaces, inefficient product browsing, and confusing checkouts. I'm here to provide a seamless and enjoyable shopping experience. Chloe's webshop is designed to simplify the user journey, offering intuitive product navigation and a smooth checkout process.

Chloe's Flower webshop is redefining efficiency. I wanted to say goodbye to confusion and delays with my clear navigation and a lightning-quick checkout process.

As Chloe's website's UX/UI designer, I took on a pivotal role in driving user-centric innovation. My responsibilities spanned from conducting insightful user interviews and shaping well-defined user personas to mapping intricate user journeys. I excelled in crafting both paper and digital wireframes, fostering low and high-fidelity prototypes, conducting rigorous usability studies, ensuring accessibility compliance, and iterating tirelessly on our design solutions.

User research

Personas

Problem statements

User journey maps

In our quest to enhance Chloe's flower webshop, I embarked on a comprehensive journey of user research. Through a combination of user interviews and the creation of empathy maps, I sought to uncover the intricacies of contemporary shopper behavior and attitudes toward online flower purchases. To paint an accurate portrait of Chloe's target audience, I diligently recruited ten participants from flower stores, spanning the age range of 25 to 55.

These ten participants seamlessly represented the very demographics that Chloe's webshop is designed to cater to - our coveted target audience. The diversity within this group allowed us to delve deep into the nuances of their preferences, needs, and pain points when it comes to buying flowers. My goal was to not just understand the flower shopping experience but also to identify areas of improvement.

During the course of our user interviews, I unveiled a treasure trove of insights. Participants candidly shared their likes and dislikes about the flower shopping process, as well as their observations regarding ease of use, inherent problems, and encountered limitations. We aimed to understand their frustrations and concerns to better serve them.

One notable discovery was the enthusiasm of our target users for purchasing flowers online, particularly during holidays and special occasions. This generation exhibited a higher inclination towards online flower shopping compared to other demographics. However, they faced a formidable challenge - the limited availability of flower stores online.

Our research underscored a recurring source of frustration among potential customers - the overwhelming, unorganized, and labyrinthine nature of traditional flower stores. Many expressed their difficulties in navigating through these stores, which ultimately deterred them from pursuing their floral aspirations.

As I delved deeper into user feedback, I ascertained their desires. Ideally, they yearned for a seamless and visually pleasing online flower shopping experience. They envisioned an interface that offered clarity and organization, thereby simplifying the journey from selection to checkout. Participants also shared their thoughts on the features they deemed necessary for online flower ordering.

Difficulty with website navigation was a primary pain point for users, so I used that knowledge to create a sitemap. My goal was to make strategic information architecture decisions that would improve overall website navigation. The structure I chose was designed to make things simple and easy

Every decision regarding button placement and visual elements on the homepage was made with our users firmly in mind. My goal was to create an environment where users could effortlessly navigate the webshop, find what they were looking for, and proceed with their purchases seamlessly.

Study type: Unmoderated usability study

Location: Remote

Participants: 7 participants

Length: 30 - 40 minutes

During the evaluation of the checkout process, I identified several areas where user convenience could be significantly improved. These included challenges related to editing item quantities in the cart, revising shipping addresses or payment details, and efficiently copying shipping information into the billing fields.

One key observation was that once users reached the checkout screen, they faced a notable hurdle - the inability to edit the quantity of items in their cart. Recognizing the importance of allowing users to have full control over their purchases, I understood the necessity of implementing a simple and intuitive quantity editing feature.

Additionally, users encountered difficulties when trying to go back and edit their shipping address or payment information. The checkout process should be flexible, allowing users to revise and update their details as needed, without frustration. Our goal is to make this process effortless and user-centric.

Furthermore, users expressed a desire for an easier way to copy shipping address information into the billing fields. Addressing this request is a matter of improving convenience and reducing user effort, thereby contributing to a smoother and more efficient checkout experience.

My strategy moving forward is centered on these user needs. I was diligently working on enhancing the checkout screen to provide users with the ability to edit item quantities effortlessly, navigate back to edit shipping or payment information seamlessly, and conveniently copy shipping details to the billing section. These improvements will streamline the checkout process, ensuring that it aligns with our commitment to delivering a user-friendly and efficient webshop.

Designing Chloe's app was an enlightening journey, one that emphasized that the initial ideas were merely the starting point. I quickly realized that the true magic happens when I engage in usability studies and gather peer feedback to inform each iteration of the app's design. These invaluable insights became the compass guiding us toward enhancing the user experience.