Flowers Nicole
Overview
Flowers Nicole, a Norwich-based flower shop that sells handmade bouquets. Customers have the option of buying the bouquets in person or online.
Client
University Project
Role
UX Research
UI Design
Industry
Floriculture
Duration
3 weeks
Problem Statement
The original Flowers Nicole website was difficult to navigate, with unclear categories, poor visual hierarchy, and a checkout process that introduced friction at multiple stages. Customers struggled to find what they needed, and those unfamiliar with the brand often dropped off before completing a purchase.
Goal
Identify issues with the current website
Streamline navigation to reduce friction when browsing
Redesign the interface to resolve usability issues identified through the heuristic evaluation.
Tools
Key Issues
The primary goal was to improve site navigation by making it more intuitive and structured. I also aimed to streamline the checkout process to reduce friction and increase successful purchases.
Design Process
Evaluative Research
I conducted a heuristic analysis to pinpoint navigation and usability issues. Additionally, I mapped user flows and conducted five usability tests to validate and refine the redesign.
Impact
90%
Of users were able to complete tasks fater.
90%
of users prefered the redesign.
Final Result
Before
https://www.flowersnicole.uk/
After
Reflection
This project challenged me to maintain Flowers Nicole's unique brand identity. Basing my design decisions on my research enabled me to efficiently improve the navigation while staying true to what makes Flowers Nichole special.