Fast, flexible discovery
- Create an account in one or two actions.
- Choose location and delivery time immediately.
- Search and filter by price, style, flower type, and color.
- Track each order through received, preparation, and delivery states.
FloraGoGo · Consumer e-commerce
A better gifting journey
Turning flower delivery into a simple, thoughtful experience from discovery through checkout and tracking.
0401 · Overview
A thoughtful bouquet, delivered in under an hour.
FloraGoGo connects customers with local florists for fast, meaningful flower delivery in New York, San Francisco, and Atlanta.
Customers choose a location and delivery time, browse available arrangements, and place an order that a nearby florist can claim, prepare, and deliver within the selected window.
02 · Definition
Designing confidence into every step of the gift.
Simple and reassuring
- Make available products easy to browse and compare.
- Support customization without making it feel complicated.
- Create a clear confirmation and payment experience.
- Reassure the buyer that the gift will arrive on time and in great condition.
My contribution
End-to-end product design from discovery through validation.
Stakeholder and user interviewsGoals and objectivesPersona and scenariosJourney and site mappingWireframes and prototypesUsability testingCompetitive analysis
03 · Discovery research
Learning what makes flower delivery feel personal.
8user interviews
Conversations revealed how people plan, personalize, and build confidence when sending flowers.
People still value a florist because they can choose the flower type, color, quantity, and arrangement with personal guidance.
Flowers are most often sent for birthdays, anniversaries, graduations, celebrations, and meaningful relationships.
Most people plan about a week ahead, but holidays and same-day occasions create urgency and fewer available choices.
The vase, flower type, color, and a personal message are essential parts of the gift.
Customers expect customization and filtering that feels as simple as ordering food delivery.
Competitive analysis
Find the gaps in familiar flower-shopping patterns.
Competitors supported occasion categories and same-day delivery, but customization, flexible filtering, contact support, and helpful guidance were inconsistent.
Survey · 15 participants
Check patterns at a broader scale.
The survey helped replace assumptions with evidence about purchase planning, customization, delivery expectations, and preferred ways to browse.
Affinity mapping
Turn observations into themes.
Interview and survey data were grouped into needs around trust, personalization, speed, discovery, delivery status, and meaningful gifting.
04 · Synthesis
Putting a real gifting journey behind the screens.
A new relationship
Send a thoughtful bouquet to someone they recently started dating.
An anniversary
Choose and schedule flowers for a wedding anniversary.
A birthday
Send a bouquet to an aunt on her birthday.
05 · Structure
Translating research into a navigable product.
Site map
Organize the experience
Plan every page and the relationships between discovery, product detail, account, checkout, and order status.
User flow
Connect intent to delivery
Map the path from entry point through product choice, scheduling, checkout, confirmation, and the final successful action.
06 · Sketch & wireframe
Test the shape of the journey before polishing it.
Early testing findings
Let discovery stay open and visual.
- Show bouquet photography and organize products around recognizable categories.
- Offer useful filters without forcing customers into a constrained browsing path.
- Let customers add freely to the cart and decide when they are ready to check out.
- Keep the journey focused on choosing the right bouquet before payment.
07 · Visual direction
A fresh, warm language for meaningful moments.
The moodboard established the palette, typography, photography, and tactile personality of the product.
It gave the team a shared visual foundation before the high-fidelity prototype was developed.
08 · High-fidelity prototype
From discovery to delivery, in one cohesive flow.
The high-fidelity prototype made the vision testable and supported three rounds of iteration before the final direction.
Final testing findings
Participants understood how to discover, select, and buy a bouquet.
Filters and options supported choice without getting in the way.
Frequent customers wanted previous and active orders easy to find at any time.