Problem
The existing website for Dallas Flower Florist was visually outdated, difficult to navigate, and offered limited user control in the shopping process. These issues negatively impacted the customer journey and sales conversion rates.
Project Duration
Apr 2023 - May 2023 ( 5 Weeks)
Tools
My Role
UX UI Designer
Group of 4
Team:
Project Goals
• Modernize the visual design to align with current e-commerce standards.
• Improve user experience, particularly on mobile.
• Simplify product discovery and checkout.
• Enhance brand trust and conversion rates.
My Role and Responsibilities
Conducting user experience research, low & medium-Fidelity wireframe, high-fidelity prototyping, design inactive user interface and conduct usability test.
Design Process
​1. Interview & Affinity Diagram
2. Survey
3. Heuristic Evaluation
4. Competitive Analysis
5. Persona
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​6. Task Flow & User Flow
7. Card Sorting & Sitemap
8. Sketch & Wireframe
9. Usability Testing
Heuristic Evaluation
Visual Consistency
Issues:
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Fonts, colors, and logo placement are not uniform
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Product images vary in size and background
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CTA buttons lack consistent style and positioning
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Navigation menus and layouts differ from page to page
Recommendations:
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Create a Design System and Style Guide
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Define standard color palette, fonts, and logo usage
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Standardize CTA buttons, navigation menus, and image styles
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Apply consistently across all pages for a cohesive brand experience
User Control & Freedom
​
Issues :
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Shopping cart is difficult to edit before checkout
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No option to cancel or modify orders within a set time after purchase
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Limited search and filter tools, making it hard to narrow down product choices
Recommendations:
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Simplify Cart Edits – Allow users to easily update quantities or remove items before completing checkout
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Add Order Flexibility – Enable cancellation or changes to orders within a defined timeframe (e.g., 1–2 hours)
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Enhance Search & Filters – Provide advanced filters (e.g., size, price, category) to help users find products faster
Information Architecture
Issue:
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Important information is hard to find
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Unnecessary content clutters key pages and distracts users
Recommendations:
• Prioritize Key Details – Display essential information (e.g., product names, prices, and availability) clearly on main pages
• Declutter the Layout – Move non-essential content (e.g., policies, extra text, or promotional banners) to the footer or dedicated subpages
• Improve Content Structure – Organize information logically to help users find what they need quickly and easily
User Research
​
Surveys (22 respondents) and 5 user interviews revealed:
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64% found the homepage cluttered or untrustworthy.
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72% had difficulty finding specific bouquet types or filtering by price.
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3 out of 5 users abandoned the cart due to editing frustrations.
Affinity Diagram
Competitive Analysis
Persona
Task Flow & User Flow
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Site Map
Sketch & Wireframing
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Iteration & Testing
​
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Built a clickable Figma prototype.
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Ran usability testing :
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Success rate for finding a product improved from 50% to 100% • Checkout time reduced by 37%
High-Fidelity Prototype
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