Home Delivery Experience was a user research project which I interviewed three customers and a shop owner to analyze their flower home delivery experience.
Role
UX/UI design
User Research
Teammates
Victoria Chen
Keira Huang
Year
Nov-Dec 2022
Tool
Miro, Figma, Otter.ai
Overview
Problem
During COVID, people rely on home delivery to deliver food, clothes, electric devices, etc. The delivery experience has become more important than ever, and people start to pay more attention to the experience. Since people do home delivery more, we aim to do research and improve their experience based on our research.
Background
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My groupmates and I were tasked to pick a home delivery service, research it, and redesign the experience.
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We decided to choose flowers because we love flowers and one of my groupmates had a bad experience with flower delivery experience.
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We conducted 3 user interviews with consumers and 1 interview with a florist owner and analyzed them.
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BLOOM is the name for our unique flower delivery experience concept that we created.
Challenge
How can we redesign the flower home delivery experience to meet the needs of users?
Final Prototype I
Final Prototype II
As a final presentation, we did a run of show to act out our solutions, and we made a paper and a digital prototype for our ideas.
Application Wireframes
Flower Handbook
Process
Brainstorm
Interview Protocol
We use card sorting and journey map during our interviews to better understand our interviewees' experience
Research & Comparison
Analysis:
We analyzed 3 flower shops that do flower delivery by looking through their websites
(Bloomscape, Fern, April 23 Florist)
We learn that:
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Two of the websites have the best sellers/popular and gift sections
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All of them have unique services, for example, real-time expert support, wedding and special events, and flower workshop
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One of them collaborates with Chowbus (a third-party delivery app), where people can schedule a date for flower delivery
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One of them mentioned that their plants are directly from the greenhouse to the customer
Interview & Anaylze
We interviewed the owner of a flower shop called Fern in Boston.
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From this interview, we learn that people would call or look at instructions for how to deal with the flowers. The owner would use oil to make the flowers look nice and put water in the vase to make them last longer. He would put flowers in the vase, with water and nutrient solution for delivery.
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When looking at flowers on their website, the prices are high in general because the flowers come from different places, especially when it is near a holiday, for example, Valentine's Day, and flowers that are not in season.
User Interviews
We interviewed three users who have purchased flowers online for delivery in Boston and in China. We try to understand their experience and why they purchase flowers for delivery.
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Example of questions:
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How and where do you order flowers online?
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What made you want to order flowers online instead of in person?
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How do flowers make you feel?
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Where do you usually put your flowers when you receive them?
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How were the flowers packaged when you received them?
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How did the flowers look like when you received them?
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What changes or improvements do they want for the flower home delivery experience?
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User Interview Findings
My groupmates and I conducted an affinity mapping activity: put together the takeaways from the three interviews and grouped them into 7 groups.
We narrowed them down to 3 main findings to focus on:
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Quality & price
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Packaging
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Infomation
User Interview Quotes
Here are some quotes from the interviewees my groupmates and I put together that best support our three main findings
Persona
Bbased on the user interviews, we created a persona to show our target users
Ideations
We created three How Might We questions for our three main findings to help us think of solutions that can solve the problems.
Ideas for the first question: How might we instruct consumers about how to extend the life of their flowers?
We came up with 2 ideas, and we chose:
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To create a booklet and use a QR code to help customers to get more instructions about how to deal with their flowers later or extend the flowering period.
Ideas for the second question: How might we provide more accurate information to help customers shop online?
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We chose to use AR. With this idea, we also designed an application prototype to show people how they can use AR to see the real size of the flowers, and they are able to color match with their space.
Ideas for the third question: How might we change flower delivery packaging to make it easier for consumers to recycle?
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We chose to let people pick the delivery packaging format so that they can feel less guilty about packing, and they are all recyclable and reusable.
Solutions
We created a concept called BLOOM, which sells flowers at a low price with recyclable packaging, a flower handbook that teaches people how to deal with flowers, and an AR shopping feature to let people see the real size of the flower.
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