Flower Delivery App

FLOWER DELIVERY APP – UX/UI CASE STUDY

Project Overview

The Flower Delivery App is a UX/UI design project focused on making it easier for users to browse, select and send flowers for different occasions. The aim was to create a simple and enjoyable experience that supports both planned purchases such as birthdays and anniversaries, as well as last-minute gifting moments.

The focus of the project was to reduce friction in the decision-making process while keeping the emotional aspect of flower gifting at the centre of the experience.

Research and Insights

Research into flower purchasing behaviour showed that users usually fall into two groups: those planning ahead for specific occasions and those making quick, spontaneous purchases.

Across both groups, visual presentation played a key role in decision making. Users relied heavily on imagery to judge quality and suitability, often more than written descriptions.

Another key insight was that too many similar options can make decision-making harder. Users preferred clearer structure and simpler categorisation, especially when browsing under time pressure.

Delivery clarity was also essential, with users wanting to quickly understand whether items could arrive in time for their chosen occasion.

Competitive Analysis

Existing flower delivery services often provide large product ranges but can feel overwhelming to navigate. Many lack strong hierarchy and clear filtering by occasion, which slows down decision-making.

This highlighted an opportunity to create a more structured experience with simpler browsing and clearer decision support.

User Persona

The primary user is someone who buys flowers for both planned events and spontaneous moments. They are comfortable shopping online but want a fast and straightforward experience when making time-sensitive decisions.

Their main goal is to quickly find suitable arrangements without needing to compare too many similar options.

Key frustrations include unclear categorisation, too many choices and lack of immediate delivery information.

User Journey

The user journey covers browsing flowers, filtering by occasion, selecting arrangements, adding a personal message, choosing delivery options and completing checkout.

A key insight was that users often hesitate at the delivery stage, so clear timing and availability information is important to support confidence.

Information Architecture

The structure was designed around occasion-based browsing to match how users naturally think when buying flowers.

Categories were kept simple to reduce cognitive load and help users move quickly from browsing to purchase.

User Flow

User flows focused on reducing unnecessary steps between browsing and checkout. The goal was to make the purchase process as quick and clear as possible, especially for time-sensitive orders.

Wireframes and Iteration

Low-fidelity wireframes were used to explore layout and structure. Early iterations helped refine hierarchy and ensure key actions like selecting flowers and choosing delivery were easy to access.

Visual Design

The visual direction focuses on softness and simplicity, allowing product imagery to remain the main focus.

Typography, spacing and colour were used to create a calm and clear browsing experience.

Accessibility

Accessibility was considered through clear typography, strong contrast and consistent navigation patterns across screens.

High-Fidelity Design

The final screens bring together browsing, filtering, product selection, personalisation and checkout into a simple end-to-end experience.

Final Outcome

The final design creates a streamlined flower delivery experience that balances emotional gifting with usability and clarity.