Gather Flora
Web app design for an online marketplace that simplifies access to locally grown flowers and supports local farms and florists by advocating the value of sustainability, ecological stewardship, and traceability.
Team
Tech Lead & Founder
Project Manager
Eda as Product Designer
Deliverables
User flows for Buyer & Vendor
High Fidelity Mockups for Buyer & Vendor Platforms (onboarding, home page, product page, search pages, cart, check out, account settings )
Prototypes for various user flows
Design system V01
Losing User Engagement Early On
Challenge
Users were confused about the account creation and frequently reached out to customer service for assistance. Additionally, Gather Flora aimed to attract resellers, and individual shoppers in addition to the wholesale buyers and farms. We identified the pain points by conducting user surveys and creating user journey maps.
Old user profile and shop set up page
😵💫 Confusing User Onboarding
“Not sure how to complete everything so I can sell my flowers”
🥸 Lack of Personalization
“Can I sell and buy flowers at the same time?”
“Didn't get approved for wholesale pricing on time for the event because I missed the question' Do you have a floral business?”
“The form is very hard to read!”
😫 Weak UX/UI
Process
User Surveys, Personas, and Customer Journey Maps
Based on 6 in-depth interviews and 52 survey responds, we identified 2 personas which allowed us to identify the design opportunities in their journey.
Budget Florist, Nicci
High-End Florist, Max
Budget Florist, Nicci
High-End Florist, Max
Redesign of the Account Creation
Solution
Personalized start point with ‘I want to’ statements based on the user’s job to be done.
✨ User segments by use case
✨ Account Creation with Multiple Steps
Organized the information in relevant clusters, and used a stepper to bring a sense of progress with clear four steps.
✨ Brand Alignment and Consistency
Redesigned all the components and aligned the look and feel with Gather Flora’s branding.
Non-Relevant Search Options & Unconvincing Products Page
Challenge
Users were not finalizing their orders and user engagement was a problem. Gather Flora team also needed help with streamlining the fulfillment options and eliminating customer calls/emails for areas that can be accomplished via Gather Flora marketplace platform.
Old Homepage & Products Page
😵💫 Confusing Product Details
“Are these wholesale prices?”
“Stem length and tiny flowers are unclear.”
“Product images are not big enough to see the details.”
🥸 Lack of Search Options
“I didn't know how to find flowers in my region.”
😫 Frustrating Fulfilment Selection
“Selection of fulfillment date and location are so hard and confusing”
Solution
More Relevant Search Results &
Engaging Product Page for Conversion
✨ Date Range & Location-Based Search
Farms released flowers at specific times and predicting availability was difficult. Meanwhile, florists needed to know when they could get the flowers for planning. Adding a location-based search and date range options in the search bar gave users better search results and assisted florists and farms with their planning.
✨ Compelling Product Details and Page
After creating a must-have details list based on user feedback and requests, we introduced more product details and larger images to improve the clarity and visibility of the products page. Also, designed a user-friendly and intuitive fulfillment module that simplifies the checkout experience with the goal to decrease abandoned carts.
Want to see the platform design for Vendors (Farms) and the initital design system for Gather Flora?
Please email. 🙋🏻♀️
Results
The project was a 6-month contract and goal was to prototype specific flows with a small user group. I then provided Gather Flora the high fidelity mockups. Shortly after completing the design, Gather Flora got backed by Techstars.
Gained investor interest
We tested account creation flow with 3 florist and 2 farms.
Task success rate was 100% meaning all of them completed the task with no errors.
