Project Title
Fluer App (Personal Project)
Role
UX/ UI Design and Branding
Duration
6 Weeks
Tools
Figma
Skills
Lean UX, Journey Mapping, Personas, Wireframing, Prototypes, Testing, Competitive Analysis and Design Thinking,
A Glimpse into Fleur
See Fleur in motion—where convenience meets community. Watch how we’re redefining flower delivery, one petal at a time. Learn more below!
Case Study Deep Dive
Background
Fleur is a chic florist app that delivers exclusive, handcrafted floral arrangements with lightning-fast service, ensuring your blooms are both unique and promptly arrived for any occasion to keep up with customers dynamic lifestyles.
Problem Statement
Busy individuals often struggle to find a reliable, fast floral delivery service that offers unique, high-quality arrangements. This leads to frustration and missed opportunities to send meaningful, memorable moments. By streamlining the process with a user-friendly app featuring easy ordering, real-time delivery tracking, and curated floral designs, we can enhance convenience, satisfaction, and accessibility for people with dynamic lifestyles.
Solution and Goals
As someone who loves buying flowers, I’ve always found it frustrating to search for a reliable, fast, and unique floral delivery service. That’s when the idea for Fleur came to life. I saw a real need in the market for an app that makes the process of sending flowers easy, fun, and memorable.
For this project, I wanted to dive deep into UI design and really focus on building my design process. By blending my love for flowers with creative, user-centered design, I crafted an intuitive and beautiful app experience—from browsing curated floral arrangements to tracking deliveries in real time.
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This wasn’t just about creating something functional; it was about creating something that made flower buying feel personal and effortless. Through Fleur, I was able to refine my skills while solving a problem I personally felt needed a solution. It was a rewarding opportunity to combine my design passions with real-world experience, and the result is an app that makes sending flowers as easy and joyful as it should be.
Discovery
Ground and Research
Understanding the User
Fleur, a trendy florist app, conducted user research to better understand customer preferences. The research revealed that people are more inclined to shop with small business owners rather than larger corporations. Customers also expressed a strong preference for unique floral arrangements over standard options. Interestingly, some initial assumptions—such as the idea that speed of service would be a top priority—proved less important than the desire for personalized, distinctive floral designs and supporting small, local businesses. Fleur is now focusing on enhancing its platform to cater to these customer preferences
Competitive Analysis
To ensure Fleur would stand out in a crowded market, I dug into current flower delivery apps and floral websites to see what worked and where there was room for improvement. I focused on user experience, ease of navigation, and design aesthetics, noting how various platforms engaged users.
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But I didn’t stop there—Instagram and Pinterest became my creative playground for inspiration. I explored local floral shops and scrolled through trendy community vibes to tap into that chic, small-business feel I wanted Fleur to embody. I looked at how floral designers showcased their arrangements and interacted with their customers, which helped me understand how to make the app feel personal, vibrant, and connected to a community of flower lovers.
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This research not only informed the app’s visual direction but also fueled my desire to create an app that feels like a part of the small business world—chic, inclusive, and deeply connected to the people who use it
Takeaways from Research
Some of the key themes I focused on include
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Bridging the Gap
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Existing platforms lacked seamless navigation, intuitive usability, and strong visual appeal.
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Rooted in Community
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Social media and local floral shops highlighted the importance of authenticity and connection. Fleur had to embody the charm of small businesses.
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Beyond Transactions
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Flower delivery should feel personal, not just transactional. Fleur needed to blend convenience with a chic, inclusive, and immersive experience.
Define
Identifying Key Challenges & Opportunities
Align insights to user needs
In the define phase, I took a Lean UX approach to shape Fleur’s foundation. After analyzing flower delivery apps and the floral industry, I mapped out key pain points—clunky navigation, impersonal experiences, and mistrust in delivery accuracy. Building on my research, I developed detailed user personas that reflected real flower buyers, highlighting frustrations like confusing interfaces and a lack of connection to local florists. Through brainstorming and mapping exercises, I identified clear design objectives: streamline navigation, foster a community-driven experience, and transform flower delivery into a boutique-inspired moment.
Pain Points
Narrowed down key pain point categories
Limited Customization Options
Complicated Checkout Process
Uncertainty in Delivery
Difficulty Navigating the App
How might we...
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How might we simplify flower ordering for busy users?
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How might we blend elegant floral design with a seamless user experience?
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How might we make Fleur a community-driven platform that supports local florists?
Structuring the Experience
I brainstormed user flows and built an information architecture to guide the next design phase.
User Flow
Information Architecture
User Personas
I created three user personas to shape Fleur’s design and functionality, ensuring the app meets the needs of diverse flower buyers, from last-minute gifters to floral enthusiasts.
Ideate
Exploring Solutions
Designing the solution and gathering feedback
To make sure Fleur had a smooth and intuitive flow, I gathered five of my family and friends for a casual but insightful round of user testing. I walked them through my low-fidelity designs, letting them explore the layout while sharing their thoughts on how easy (or not-so-easy) it was to navigate. Since they’re all everyday app users—not designers—it was the perfect way to get real, unfiltered feedback.
User Testing
Q. When looking at this design, what stands out to you the most? Is anything unclear or difficult to understand at a glance?"
I love a minimalist vibe, but the text and buttons need a little more pop. Something that makes me go, 'Oh, that’s where I need to go
I like when apps have a lot of pictures
The simpler the better
I like the page that breaks the flowers out to specific categories, helps narrow down search
The product description area is nice plus big focus on flowers in center catches my eye
Q. How do you feel about the checkout process? Does it seem straightforward, or are there any steps that feel confusing or unnecessary?
checkout area not that straightforward should give more options to customize before
For the most part yes, adding the cart before reminds me what I added
have an area the highlights the creation of personal message, not that clear in flow
Process pretty quick
Q. If you wanted to complete a purchase, do you feel like you know exactly where to go next? Were there any moments where you felt stuck or unsure of what to do?
Yeah I knew where to go - reminded me of apps I use like Fashion Nova
Yes, but should have a confirmation message after steps such as a ding
the post selection could be more clear
Main Themes & Recommendations
Flow Matters
Most testers liked the overall layout but pointed out a few moments where things felt unclear, like where to go next after selecting an item. This was a great reminder that even when a design makes sense to me, real users might need more visual cues
Check Out Should Be Effortless
A few testers mentioned how much they appreciate when checkout screens feel clean and minimal—less clutter, fewer steps, and clear confirmation messages. That feedback helped me rethink how I structured the purchase flow to make it feel as smooth as their favorite shopping apps.
Little Details Go a Long Way
Some of the best feedback came from what my testers naturally gravitate toward in other apps, like easy-to-read fonts, clear buttons, and friendly messaging. It reminded me that small design choices can have a big impact on how enjoyable (or frustrating) an experience feels.
Low Fidelity Sketches and Frames
Branding Guideline Sheet
When designing Fleur, I wanted it to feel like stepping into a bright, welcoming garden—inviting yet polished. Every element was chosen to give off that warm, fresh vibe, with just the right touch of elegance.
Typography
I went with Montserrat for its clean, modern look—bold for headings and light for subheadings to keep things breezy. For a bit of charm, I added Playfair Display, a serif font that gives accents and quotes a sophisticated, floral-inspired feel
Color Pallete
The colors were inspired by nature’s beauty. Blossom Pink gives a soft, welcoming vibe, while Forest Green brings a grounding, natural feel. Sunlight Yellow adds energy for buttons and highlights, and Lavender Mist and Ivory White balance the design with a calm, serene touch. Pebble Gray keeps things grounded, allowing the colors to pop without overwhelming.
Prototype
The Product
Main Features and Onboarding
Sign Up
Final Design
Bringing Fleur to life, I designed the final prototype in Figma, transforming research insights into a seamless checkout flow. Using my low-fi mockups as a foundation, I refined the user experience—ensuring effortless navigation from bouquet selection to personalized checkout.
The result? Seeing the design evolve into an interactive, user-friendly experience was both exciting and rewarding.
Key Features
Unique Flower Arrangements
Delivery Tracking
Personalized Messaging
Reflection
What Worked Well?
What I loved most about this project was how it felt like arranging a bouquet—each design element had to be carefully selected and placed to create something both beautiful and functional. As someone who loves flowers and enjoys making bouquets, Fleur was especially fun to design because it allowed me to bring that same sense of creativity and intentionality into the digital space. I really enjoyed the storytelling aspect—thinking through how users would experience the app and making sure it felt intuitive, inclusive, and engaging. Much like in floral design, where every bloom plays a role in the final arrangement, wireframing, prototyping, and iterating based on feedback helped me craft a user experience that felt harmonious and well-balanced.
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What Would I Do Differently in the Future?
Looking ahead, I want to refine my UI design skills by keeping up with industry standards and exploring more advanced design patterns—kind of like learning new floral arrangement techniques to make each bouquet even more stunning. While Fleur captured my vision, I know there’s always room to improve layout structure, enhance visual hierarchy, and add more polished interactions. I also want to strengthen my understanding of developer handoffs to ensure my designs aren’t just visually appealing but also practical to build. This project was such a valuable learning experience, and I’m excited to continue growing—just like a garden, my design skills will only keep flourishing!