Overview
We bring the bloom to you! Sutro Flowers is a flower delivery service based in San Francisco. We deliver quickly for your last minute and every day flower needs. Sutro flowers if here to make your busy city life a little less stressful.
Role & Duration
Lead UX Designer - Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, and iterating on designs.
February 2022 - May 2022
The Problem
Not enough flower delivery services in San Francisco.
The Goal
Create a website & app that allows residents of San Francisco to be able to order flowers and have them delivered within a few hours.
Research
Pain Points
When riding a bike, its difficult to carry a lot, therefore less likely to have space for flowers
San Francisco is lacking in flower delivery services.
Most flower delivery services do not offer same day delivery.
I conducted interviews & created empathy maps to understand the users I am designing for and their needs. A primary user group identified through research was 20-60 year old in San Francisco.
This user group confirmed lack of flower delivery services in the city. Other user problems included riding a bike, taking a bus, or carrying too many things that make it difficult to pick up your own flowers on your way home.
Personas
Usability Studies: Findings
I conducted two rounds of usability studies. Findings from the first study helped guide the designs from wireframes to mockups. The second study used a high-fidelity prototype and revealed what aspects of the mockups needed refining.
Round 1 :
Users did not want to create an account before accessing the app/website
User wanted an apple pay option
User wanted an easy way to access customer support
Round 2 :
User wanted merch
Users wanted more photos of the flowers
Accessibility Considerations
Used icons to make the navigation easier
Provided a voice control option setting on the app version
Used detailed imagery and descriptions for all flower types
Takeaways
Impact
Sutro Flowers really make the users feel like all their needs are fulfilled.
Quote from a user: “I love how I can customize my own bouquet! I’ve never had this option while ordering flowers. What a game changer!”
What I learned
The original picture you have in your mind of a design is not always the end product. User feedback and testing as much as possible will make all the difference!
Next Steps
I will definitely conduct another round of studies to see how users respond to my “final” design.
There is always room for improvement, I’m ready to change up my design to please as many users as possible.