Bloomer: A Florist App

Personas

From a selection of interviews, I created three personas for Bloomer, representing three key types of users: Kiko, a customer ordering bouquets for her friends and family; Terrence, a customer using Bloomer for corporate orders; and Laurel, a florist who’s interested in expanding her reach.

User flow and Wireframes

After this, I began sketching out the basic information architecture of our app to help design the wireframes. Then, for the first batch of wireframes, I focused on creating the basic user flow for a customer who wants to place an order.

User Journey Map: Kiko

For the first iteration of the app, I wanted to focus on users like Kiko and understand the process by which they order bouquets for friends and family. I created this user journey map to understand ways Bloomer could improve on the typical florist experience.

Comparative Audit

To further understand the marketplace, I looked at the apps for three major competitors to Bloomer: 1800Flowers, UrbanStems, and ProFlowers. I generally concentrated on the mobile shopping experience for all three services, prioritizing apps where available.