Repeat Roses



The Challenge

User Research & Analysis

Personas & Customer Journey Map

Design Approach, User Flows, Sketches

Wireframes, Usability Testing, Prototype

Summary

The project with Repeat Roses was an opportunity for me to be part of a design team and help redesign this social and environmentally conscious company’s client facing website.

It was fun to collaborate with other designers and work through the entire UX process from user discovery to prototype!

Takeaways

I came away from this project with a stronger understanding how the entire UX design process works including user research, user interviews and usability testing in which I was not directly involved on other design projects. It was refreshing to be on a project from its inception to final mockup and prototype.

I also learned how to work effectively on a design team, as the majority of the work I’ve done has been as a solo UX designer.

The Challenge

Challenge

Redesign the website to improve the following for
prospective clients:

  • easily learn about the service

  • request quotes

  • register with the company


Feel free to look through our prototype.



Team

I collaborated with three other UX designers on this project; Manoj Vasudevan, Sarah White, Soul Won Cheung.

Client

Repeat Roses is a social impact-meets-sustainability service (a social business). The organization charges corporate event and wedding event hosts a service fee to remove, restyle and distribute their event florals to those in the community who will benefit most from the emotional health boost that flowers provide.



My Role

User research, user testing, persona development, customer journey map, wireframing and prototyping

User Research & Analysis

Research Goals

  • Learn how Repeat Roses business achieves environmental sustainability and social impact goals and how it can help the user achieve the same.

  • Better understand all aspects of the service (e.g., fee, process, & timeline of the service).

  • Request a quote and be clear about the follow up communication by Repeat Roses.

  • Create an account on the site.

  • Spend as little time/energy as possible during the whole process.



User Research Methodologies

We conducted the following methods of research:

  • Business Stakeholder Interview

  • Customer Service Issues Analysis

  • Competitor Analysis

  • Comparative Analysis

  • User Interviews/Contextual Interviews/Card Sorting



Competitive Analysis

Our competitive analysis brought to light that Repeat Roses’ site needed to improve its message of how the client benefits from their service as well as its navigation.




Comparative Analysis

We investigated several companies that offer a service/product with a social and environmental impact as well as companies that provide an easy to use inquiry/quote process.


User Interviews

We asked three brides-to-be, three married women, and two engaged men the following questions to get a better understanding of their experience in wedding planning as well as their reactions to Repeat Roses’ service and current website.



Interview Questions

How did the client hear about the service?

What motivates the client to use the service?

What questions client have before coming to the website?

What questions client have after visiting the website?

How effective is the current learning process? What questions are answered and not answered?

Is the client clear about the service fee and the benefits?



How The Participants Responded

After conducting the user inteviews, we looked for patterns in their responses and compiled them.



What They Said

“I saw info on what the problem is and the negative environmental impact, but I don’t rememberseeing anything on how they work to mitigate the issue.” — Holly


“I don’t get the process. Is Repeat Roses a florist? Do we buy the flowers through them?” — Stephanie


“Initially when you started describing the service, I thought, ‘WOW, I am so glad businesses like this exists.’ Then I didn’t get that same feeling resonate with me about their impact once I saw their website.” — Lindsey

Personas & Customer Journey Map

Personas

After conducting the interviews, I created two types of personas to define the users’ goals, motivations and pain points with the overall wedding planning process as well as the website.






Customer Journey Map

The customer journey map I created tells the story of a user going through the educational and engagement process of interacting with Repeat Roses as a part of their wedding planning. The map also indicates what the user is thinking and feeling at each step of the process.


Design Approach, User Flows, Sketches

Design Approach

All of the user research provided us enough information about the users’ reactions to the site as well as the Repeat Roses process. We came up with the following design points:


  • Make “Requesting a quote” more accessible

  • Simplify the information on how the process works

  • Reduce the amount of copy and images

  • Make service fee more transparent

  • Use infographics to communicate RR impact



User Flows

The user flows addresses the goals of the user to achieve the following on the site:


  • Learn about the Repeat Roses business and process

  • Request a quote

  • Contact Repeat Roses

Sketches

My initial sketches of the Home page, How We Work page and Request a Quote process shows how I attempted to simplify the content. My initial concept of the Request a Quote process was to show each section of required fields to be filled out one at a time. Each section would animate in as the user completed the fields beforehand.


Home Page


How We Work


Request A Quote

Wireframes, Usability Testing, Prototype

Wireframes

After consolidating our sketches we refined our design ideas into wireframes keeping in mind the user key findings about simplifying the navigation and content. We incorporated illustrations to convey the service steps.

On the Request A Quote wireframe, we gave the user a progress indicator to keep them appraised of where they are in the form field completion process.

Current Home Page

Home Page Wire

Current Request A Quote Page

Request A Quote Wire

Usability Testing Key Findings

We conducted usability tests using the wireframes and came away with the following learnings and design direction:

What We Learned

MOST found the new design easy to use, find information, and navigate

How We Updated


Further simplified the navigation - added Media link and Request A Quote CTA .

MOST found content appropriate and to the point

Made Request A Quote CTA more prominent on Home Page.

SOME were not clear on what to input for the floral plan on Request a Quote page.

Made Added option to Floral Plan panel on Request A Quote process for user to indicate that they don’t have a plan. Also, added language to clarify floral plan.

MOST thought service fee was more visible compared to current design, but was still less prominent.

Highlighted Service Fee as well as Gift Certificates.

SOME felt the site needed more images or illustrations.

After feedback, used illustrations to draw user’s attention to CTA’s and site content.

Style Guide

The client gave us specific direction regarding the look and feel of the site. She wanted to keep the site classic with minimal color. Given her feedback, we used one high-contrast color for the calls-to-action buttons and links as well as the iconography.

High-Fidelity Wireframes

We applied the updates to the wireframes to address the key findings from testing and implemented the style guide.

Home Page

How We Work Page

Request A Quote