Redesign of Dallas Flower Florist

Redesigned the Dallas Flower Florist website to improve usability, navigation, and the overall shopping experience.

Quick Info

Role

Duration

Tools

Type

UX/UI Designer

3 weeks

Figma, FigJam, notion, Google Docs, Forms

UX/UI Redesign Project

A smartphone displaying a webpage for a flower shop, featuring a bouquet of white roses and purple flowers, with options to add to cart and information about delivery and contact details.
A smartphone displaying an online flower shop website called 'Holiday Dreams' with various flower arrangements, including bouquets and potted plants, on a beige background.

Overview

DallasFlowerFlorist.com is an online flower and plant shop based in Dallas, Texas. This project focused on redesigning the website to improve usability, navigation, and the overall shopping experience. The goal was to identify UX issues within the existing platform and create a more intuitive and user-friendly experience.

Research Process

To better understand user needs and identify usability issues, we conducted:

1. Heuristic Evaluation

2.User Interviews

3.Affinity Diagram

4.Persona Development

5 . Card Sorting

6.Usuablity Testing

Key Issues

  • Overwhelming Navigation

  • Low User Control & Freedom

  • Inconsistent & Outdated Conventions

  • Inefficient Checkout Process

  • Poor Visual Design

Key Findings

  • Users expected both product images and titles to be clickable

  • Overcrowded navigation reduced product discoverability

  • Hidden fees and unclear delivery information reduced user trust

  • Inconsistent product photography negatively impacted perceived quality

  • Users preferred a simple and predictable checkout experience

Redesign Goals

  • Users want an easy, intuitive way to find occasion-appropriate flowers.

  • Clear product details and real photos build trust.

  • Fast, easy checkout is essential to complete purchases.

Final Design

Multiple smartphone screens displaying various online shopping and payment app interfaces, including floral arrangements and checkout pages.

Key Takeaways

This project highlighted the importance of interaction consistency, clear navigation, and visual coherence in e-commerce UX design.

Key Learnings

  • Small interaction inconsistencies can significantly impact usability

  • Users rely on predictable interaction patterns

  • Visual consistency directly affects perceived trust and quality

  • Clear information architecture improves product discovery and navigation