BloomNation is flipping the floral industry on it's head and giving control back to local Florists. 

 

Overview

BloomNation is a Santa Monica based start-up offering local florists and floral designers a platform for running their business online, as well as a marketplace that connects florists and consumers. They are helping florists take back their business and empowering them to be successful.

The Challenge

Revolutionize the floral industry, create the "etsy" of flowers. The average person doesn't know much about the problems that lie within the floral industry. Most buyers don't know that when they are purchasing flowers online they are actually not buying directly from a local florist but rather helping out one of the big guys like 1-800 flowers. Generally, neither sides of the transaction are happy. The florists make little profit and don't retain their customers and because of this the customers often receive flowers that aren't what they saw online and often poor quality. Our challenge was making the issues more transparent while getting people to understand the importance of buying local. 

My Role

Lead product designer and one of the initial members of the product team focused on the visual user interface and user experience of the various web based products. Worked along side the product team and the founders on the overall strategy and direction - helping to clarify the company road map and product goals. 

Designing, wire-framing and scoping new features and creating user stories needed to improve the platform.

Implemented a seamless process between front end development and design by adding process and tools including, Sketch, Invision, and Zeplin. 

 

 

01

Florist Dashboard

This is a preview of the dashboard the BloomNation florists use to run and manage their offline and online business. The original dashboard was built on top of a standard e-commerce platform with little flexibility and attention to the specifics of how the floral industry actually operates. I was tasked with re-thinking through the feature set to create an experience more tailored to florists and their specific needs. For example, rethinking how shop hours and delivery functionality would work. 

I worked on the complete revamp of the dashboard.  Rethinking the approach, cleaning up the information architecture, adding features, and redesigning the overall look & feel. I started the project mobile first and built out the design for desktop & tablet. I worked on the project end to end, from concepting, to low & high fidelity mocks, prototyping, user testing, etc.

 
 

 
Mobile dashboard.png
 

02 

Updated Search Experience

Designed a new look for the BloomNation homepage & search result pages. Keeping the identity in mind I wanted to create a design more reflective of the brand and their values. We especially needed to keep in mind SEO when making updates to these pages. We discussed adding in breadcrumbs, more unique content etc.

I wanted to keep the design fresh and clean feel that would leverage their special relationships with the countries top florist to tell an authentic story.

 
 

 
Image 2 BloomNation.png
 

03

Checkout experience

Worked closely with product team to reconsider the BloomNation.com checkout experience. I spent time doing a competitive audit of other checkouts and worked end to end to create a user friendly version that resonated with the brand.

I created low fidelity & high fidelity wire-frame prototypes that took into account several different user stories & edge cases. I created a game plan for how we could educate their customers and their florists in how substitutions work on BloomNation. I think that was a critical addition to the checkout and will significantly enhance the user experience of BloomNation.

 
 

 

Some other snippets of work 

See below for examples of other work I created while at BloomNation.

Check out my dribbble for a closer look at the details. 


It's nice and all but how did you get there? What's my process?

Your looking at the perfect pixels but of course this work was done with a lot of thought, research, wire-framing, prototyping, testing and more. The process is the most important part of building a great product. See below for a glimpse into mine at BloomNation.

 
 
IMG_4093.jpg
UI.png
Screen Shot 2016-03-19 at 10.50.34 PM.png
Screen Shot 2016-10-18 at 5.40.14 PM.png
Screen Shot 2016-03-19 at 10.51.02 PM.png