FLOWERFY - Love Lucy.Creative

BRIEF SUMMARY

Bringing a bold, bright and fresh identity to the world of Flowerfy, an online florist. The brand must be different and distinct, inspire customers through creative art direction and break the traditional boundaries of the market through the look, feel and messaging. The audience is ahead of the curve with a curious mind. They seek out ideas and inspiration for themselves. They want to make change; to be bright, bold and never beige.

GOALS AND NEEDS

USER RESEARCH

IN DEPTH INTERVIEWS

1

Users state that they are often too busy to buy flowers from a local shop so prioritised buying flowers online with a quick process and designated
delivery times.

2

Users want to be able to trust that the quality of the flowers when they are delivered will be high. It is important to see the packaging and how they will be received.

3

Users would normally shop online for flowers as a gift or surprise for a specific event such as birthdays, new jobs etc. A personal touch such as
a note is required.

QUICK + EASY
INSPIRING
TRUST OF QUALITY
HIGH QUALITY
PERSONALISED

AFFINITY MAPPING

Collating quantitive and qualitative date from interviews, user testing and competitor analysis in the affinity diagram to organise the results and their natural relationships.

RESEARCH RESULTS

PERSONA INSIGHTS

Primary users are predominantly creative, young professionals looking for convenient, quick solutions for gifting and personal occasions.

VISUAL APPEAL

Through branding, identity, and high-quality photographs, showcasing different styles and occasions that feel fresh and unique.

CHECKOUT PROCESS

A lengthy checkout process leads to cart abandonment. Users prefer a one-page checkout process with multiple payment options and clear delivery details.

NEEDS AND GOALS

Users will visit the website for specific occasions and require easy navigation for inspiration, customisable options, and delivery.

MOBILE RESPONSIVENESS

Most likely to browse on mobile and then frustrated if site isn’t optimised to device. Lack of responsiveness causes users to abandon the site.

PERSONALISATION

Personalised recommendations based on browsing history can influence purchases. Features such as “recommended for you” or reminders to be added.

NAVIGATION

Users express frustration with complicated navigation structures. They want to find products quickly and without searching multiple pages.

TRUST CREDIBILITY

Users want to feel confident about quality and the reliability of delivery. Reviews and trust badges can influence their decision-making.

ACCESSIBILITY

Accessibility to users with disabilities is crucial. Areas for focus are colour contrast and keyboard navigation to make sure that the website responds to all requirements.

CUSTOMER JOURNEY MAP

PAIN POINTS

LIMITED SOCIAL PROOF
Such as customer reviews, testimonials, or social media integration, reduced confidence in the quality and reliability of the products and services.

LIMITED PRODUCT RANGE
Limited choices, such as non-gifting options, can result in decreased conversion as other reasons to shop
will be valid.

TOO MUCH INFORMATION
Overwhelming choices with no USP information can hinder users’ ability to make informed
purchasing decisions.

LACK OF PERSONALISATION
Lack of recommendations-based preferences will result in missed opportunities. Depersonalisation
feels sales-driven.

POOR MOBILE EXPERIENCE
Issues, such as small text, unresponsive buttons, or slow loading times, negatively impacting
the browsing experience.

INCONVENIENT CHECKOUT PROCESS
A lengthy process with unnecessary steps will increase friction and lead to cart abandonment, especially when seeking quick and convenient purchasing experiences.