Some Flower Online Store
INTRODUCTION
Some Flower is a flower bouquet company in Hong Kong. It is building an online store to expand the business from offline shopping to online retail to provide better buying experience for customers and easier order management for the company.
MY ROLE
UI/UX Designer — research, design and front-end development
TEAM
1 UI/UX Designer,
1 Project Manager,
1 Backend Developer
DURATION
4 months (2022)
PROBLEM DISCOVERY
Using social media platforms for e-commerce is not an efficient way for growing business.
CURRENT USER FLOW
People browse product images on Instagram and place orders with instant messages.
IDENTIFYING PAIN POINTS
Instagram is not designed for e-commerce; it does not provide enough functions and breaks the purchase experience.
🔎
Uncategorized and unorganized images create difficulties to find the right product.
Instagram does not provide a filter on the profile page; users cannot search products by selecting a category.
🛒
Do not have a direct way to purchase products.
It does not provide ecommerce functions such as checkout or cart, customers need to contact the shop by instant messages to place orders.
🏷️
It lacks the latest product information.
Products are displayed as a post on the profile page with a caption under each post image, it does not automatically update once a post is uploaded.
FUTURE USER JOURNEY
The core experience of the whole journey falls between the Explore, Evaluate and Purchase phases.
People may buy a flower bouquet once in a while when a special day is coming, so I can assume that most of the customers are one-time buyers, and generally they look for a specific type of product, such as flower bouquets for Valentine’s Day or Mother’s Day.
🗂️
A well-organized product list with the latest product information, such as price and availability, can help users make easier decisions.
💬
For customers who have special inquiries or questions, providing an easily accessible way to contact shops for inquiries can help retain customers, and they are less likely to switch to other websites.
🛒
Since most of the customers are one-time buyers, allowing customers to checkout without registration or sign in requires less effort in the checkout process and creates a smoother purchase experience.
📦
Providing pick up or delivery options gives customers the flexibility to choose how they want to get the product and encompasses more scenarios.
SITE MAPPING
The core experience is determined by the Shop, Product Detail, Cart, and Checkout pages.
WIREFRAMES
Consideration of the minimum steps to make a purchase.
Shop Page
Product Detail
Cart
Checkout
FINAL OUTCOME
Some Flower Online Store
Organized shop page
Categorizing products by people’s needs.
Use filter to search flowers by product type, occasion, or flower type. Choose how to list products by sorting.
Ask any questions when needed
An accessible way to contact shop.
Directly chat with the shop for any questions about products or orders. It is always on the side and accessible from any page.
Uninterrupted purchase experience
Skipping the sign-in wall.
Process to checkout without signing up an account, creating a password or remembering which email address is used. Choose how you would like to get the product by delivery or pick up.
Other Pages
IMPACT
Business has continued to grow since launch.
150% increment in sales order
The sales order saw a 150% increment in Q2 compared to Q1 since launch.
20% increment in revenue
Revenue saw a 20% increment in Q2 compared to Q1 since launch.
TAKEAWAYS
There are always constraints. Make assumptions when necessary and get the most out of limitations.
This project did not have much time for research and analysis. Most of the time, I made assumptions on how customers would behave during their ordering process, from the explore, evaluate to purchase phases. Using WordPress and WooCommerce as the content management system and ecommerce platform defined the framework and structure of the website, but it also created limitations on the customization level of the user flow for the ordering process.
