Moment is a smart mobile market space that connects users to the right florist for their special moment.
With a step-by-step process, of selecting the best flower options, transparent price offerings, and educational content such as videos and articles. Moment creates a platform where users and florists are able to communicate their most vibrant vision and a delightful wedding flower journey.
Moment
Mobile app - digital wedding flower guide
UX/UI Design | Personal Project
Have you ever had difficulty ordering flowers for your special occasions?
Like a 30th Birthday party, a baby shower, or your wedding?
Story of Project
I have been working in floristry for the last 6 years, I have cared for customers’ needs and experiences. I have observed the difficulties and frustrations that customers face when they order flowers such as,
Availability / Quoting and expectation / Understanding what the customer wants and needs / Education and guidance
I wanted to explore what actual problems they are facing and discover what users' actual pain points are. The challenge was to shift the perception of the field from an emerging industry to a necessary component in the future of the digital floral design space.
Users found the process painless with its in-person consultation but struggled to translate this experience to the digital space. My focus was to establish a design system and simplified Informative architecture derived from its face-to-face customer interactions.
Through an immersive and strategic design exercise, I harnessed storytelling, reimagined navigation, and brought contextual examples to life—surfacing opportunities for a diverse audience of those who want something intimate to lavish wedding floral experience.
Approach
As the sole designer on this project, I was responsible for planning, facilitating and executing each stage of the Double Diamond design process for 5 weeks. From research, synthesis, persona creation, journey mapping to Ideation, initial wireframing, and user testing. I also focused on further usability testing, refinement and iteration based on user insights.
Design Process
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Sole Designer
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5 weeks, May -June 2022
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Figma
Miro
Trello
Adobe Creative Suites
Otter.ai
Google form
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Project scoping
Creating problem statements
Research, developing surveys, and interviewing
Synthesising Information
Affinity mapping and empathy mapping
Creating personas
Customer journey mapping
Developing ‘How might we’ statements
Facilitating ideation workshops
MVP
Creating user flows
Sketching & Wireframing
UI Design and creating design systems
Prototyping
Usability Testing
People feel overwhelmed and frustrated about organising flowers for their special occasions and want better understanding and communication but they are facing a lack of information.
Problem Statement
Final design
Introducing mobile app
Moment
Discovery
The main home page allows the user to explore the app and explore flower mood boards, product inspirations and product/ process tips. If the user is logged in Moment shows recommended products based on trend, colours, and style in categories. Also, users easily discover wedding advice and tips daily to help users to have an easy process.
Search easily: type in a search term with a specified and categorised filter
Step-by-step process
This is the process that helps users to create a clear vision that florists will be needed from users. This process will help both users and florists communicate better to finalise users’ dream wedding flowers. Select the ‘mood’ for their wedding and then the scale as background knowledge. Allows users to curate their specific flower arrangements needs purposely for each venue/occasion (Photoshoot, ceremony, reception etc..)
Aligned expectation & Reduce the unnecessary work
From the onboarding process, the user provides their basic wedding details. And Moment provides educational videos/articles on wedding flowers to make expectations aligned between users and florists.
Edit easily: customise your wedding profiles and edit/show users’ preferences on one-platform.
Speak the same language
After users create their vision and selection of flower arrangements, Moment sends out user enquiries to florists based on users’ location/wedding location. Florists will receive basic details of users’ preferences, and what users are after.
Time-saving process: cutting down the enquiry process, straight to the point.
Hypothesis research and discover the problem space
In my initial research, I sent out a survey to the wider Australian users to discover the ‘actual’ problem space. I received a total of 32 responses over a week. In addition to the surveys, 8 competitor research were conducted based on survey data insights. 4 one on one interviews were also conducted with 2 bride users and 2 florist groups of a business owner and a florist employee.
How do users feel about getting flowers ?
Who, When, Where, What, Why and How?
User experience on ordering flowers from florists was overall 6.5/10 just above average.
Because of the slow response time especially to a wedding enquiry, guidance from the florist was average and lacked clear pricing on custom events.
Competitor Analysis
From the survey, there was a definite problem space in wedding and custom events. I wanted to validate those insights and pain points I got from the survey, I conducted competitor analysis on 8 florist businesses in Sydney. I researched their businesses and sent out exact same email wedding enquiries to them. (Polyanthi, Mandalay flowers, Floriade, Poho flowers, Hilla Florist, Hermetica flowers, My Violet, Lilac and Willow)
Also conducted desktop research on Reddit wedding forums, 5 Facebook wedding groups, Weddingwire, and Easy wedding website.
Insights
user research insights led me to a focused problem statement.
Pivotal moment,
It was clear now that the issue wasn’t about just ordering flowers from a florist or being unable to find florists. There are actually a lot of available florists out there providing wedding packages, but it was about not knowing, How many arrangements and flowers they could get within the package budget/user’s budget, Who to trust, Why wedding flowers are more expensive than retail flowers and Why some other flowers are more expensive than those flowers in which season?
Also, users are struggling with not knowing what they want, and where to start when there’s no transparency on the process.
Revised Problem Statement
Australian females who feel overwhelmed and frustrated about organising their wedding flowers. They want clear communication on pricing, vision and value but are facing a lack of transparency and information.
Define & Synthesise data
Research data into affinity mapping to find out underlying problem factors affecting users’ wedding flower planning experience difficult,
when there’s…
After synthesising the research data, I took the insights, quotes and stories from my research and interviews to develop a Persona to highlight what I’ve learned about customers and frustrations and to offer insights into improvement opportunities.
Customer Journey Map
Persona
I mapped out Rebecca’s customer journey, which told a story of organising wedding flowers by herself.
The users from the interview and research noted that they can’t find the price of each wedding flower on the florist’s website, florists often only offer whole packages and users found out there was a gap between what users visioned and what users actually could get with their budget, I used that to journey map. Also would help me to identify areas for opportunity, influencing my How Might We statements for ideation.
Develop ideas, hypothetical answers
Facilitated a collaborative brainstorming workshop to ideate creative solutions to Rebecca’s problems.
Diversity in thinking and quantity of ideas over quality was the focus.
Minimal Viable Product
With a new problem statement, defined persona and a how might we question, I facilitated an ideation workshop with 4 Rebecca’s where we came up with over 60 ideas that could be built for the wedding florist mobile app. These included a step-by-step process, transparently priced products, a mood board and quotation-ready for florist services, how-to guides with education materials, and also a review and advocacy system. We narrowed down the most feasible options to develop in the final product.
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Step-by-step process guide clear transparency on quality wedding flowers.
Price offering with images
Past testimonial, review system
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Educational and visual content throughout the app
Educational content about the flowers, seasonability, cost difference, and longevity behind wedding flowers.
Education included on products
In writing agreement on terms/ conditions so that expectations of duties are clearly outlined.
Visual presentations of the process
Clear photos of flowers and photos from weddings
Mood boards to choose from
Gallery session/ past weddings
Progress indication of product being made with pictures
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Direct communication between users and florists in one app solution.
API: Zoom or Facetime phone consultation - building trust and bonding is important.
Directory of florists based on location, with pricing points, rating, past works and etc.
User Flow
Using the ideas and features mapped in MVP, I re-wrote Rebecca’s story for the ideal scenario in using and implementing Moment. And a new user flow was established for deliverables for Rebecca’s.
We tested the direction, storyboard and user flow with multiple of our personas to validate the ideas. Rebecca’s were vocal in saying how ‘this would help so much, especially as I have no idea about flowers ’ and how ‘the app helps me define my vision and make the process easier to communicate with florists’.
Deliver implementations on product
My steps were:
Create low-fidelity wireframes the main objective was to create the product’s structure and define features. I had the opportunity to quickly plan and validate the value of the design of a screen with 2 Rebeccas
Create high-fidelity wireframing in this step I defined how a product will look at project completion.
Create the prototype, I decided to make a quick prototype to validate the usability and overall value of the solution design.
When you think you’re done… you’re not!
From low fidelity to high fidelity
Basing the designs off the insights and flow, I highlighted the major features: Step by step guide, educational element, terms & condition agreement, match users with florists and review systems. Usability testing was done in between each round of wireframing with the personas to ensure the product matched their needs and desires.
In this stage, I iterate and implemented additional usability testing insights such as down below.
User Feedback
Qualititative usability testing with 4 Rebeccas
Pre-curated package and pricing were too generic and lacked customisation
Adding customisable choice options to pick and choose from all with clear price points
Adding edit options to be changed after after the florist sends a quote on the job
Adding user comment section on each one of arrangements, Users able to add on special instruction
The size of the wedding section could be better described and put into the category, so users didn’t need to click to see the definition.
Quantitative usability testing - Google form 8 resonpses received
After some testing, feedback was very positive and users were very satisfied with the consistency of the prototype and were confident using the app from end-to-end by the strong imagery-based process because it allowed them to understand better and visualise their progress but a few users pointed out logistical issues relating to the quotation system and florist directory system that I needed to refine. Although I got good feedback on the concept from users and florists, and it would have been really good opportunity to implement Zoom/video consultation through moment app, it brought up too many complex issues with the app’s core functionality and could be introduced in a later update. From all those feedback, I had a clearer understanding of what I am designing.
Refining the design solutions and Visual design…
I decided to continue developing this project after the 5 weeks design sprint as a personal project through a few iterations.
Reflection
How did users respond?
Overall, I received very positive feedback and users were motivated by using this app to planning their wedding flowers with customisable products with transparent pricing and able to organise their moodboard in one platform in order to find a florist who user could trust and personalise their wedding florist experience.
What did I learn?
I learnt to focus on one specific problem based on research and further evolve this one problem through design iterations and feedback. I also learnt that it's important to only include the main features of an app which the highest impact to create a minimal viable product. Although users prefer to have many functions on the same platform for ease of use.
What's next?
In a later update, I would like to incorporate the zoom/ virtual consultation system into the florist directory, allow users to find connection with florists online. Lastly, I want to apply this app model to be more broader to someone who wants flowers for different occasions. This app model could eventually be developed with a more diverse range of activities to appeal to a larger audience. Also develop this app for Florist users who could be provided job opportunities, especially for small business owners who doesn’t know how to expand their audience and variety of work.