Florashop – App
Case Study
Florashop — App for buying plants and accessories.
01. The Challenge
The Problem: People who love plants face complicated purchasing processes, resulting in abandonment and frustration.
The Objective: Simplify the journey — from onboarding to checkout — with clear and fluid payment.
UX Designer responsible for interviews, wireframes, prototypes (low/high), usability testing, accessibility, and continuous iterations.
Design Process
02. User Research
Understanding & PainsInterviews and empathy maps showed that busy adults don't have time to care for plants and need an objective experience to buy and receive suitable items.
Persona
"Looking for ideal plants for her apartment but finds many barriers during online shopping."
Key Pain Points
- Limited time to research and decide.
- Insufficient accessibility (screen readers, poor focus, lack of labels).
- Text-dense architecture making quick navigation difficult.
Journey Mapping
Mapping indicated the need for a fluid flow for: Search → Selection → Cart → Payment → Delivery Tracking.
Low Fidelity Prototype
Navigable wireframes focused on search and purchase. Served as the basis for initial usability testing and architecture validation.
View in Figma03. Final Result
UI Design & Iterations
High Fidelity Prototype
Refinements in typography and components, with pickup/delivery options and order tracking.
- Visible search field on Home
- Plants section by environment
- Delivery tracking option
- Optimized checkout steps
- Simplified payment flow
Evolution: Usability Testing
Initial design with barriers identified during navigation.
Adjustments made to improve clarity and flow fluidity.
Accessibility Considerations
Alt text on all images to support screen readers.
Clear focus indicators and intuitive icons to facilitate navigation on any device.
Detailed and clean images to help purchase decisions without cognitive overload.
"The app connects users to Florashop with a clear journey, from onboarding to checkout and tracking."
I learned that early ideas are just a starting point: usability testing and feedback guided every iteration.
New round of testing to validate implemented improvements.
More research to identify new needs of plant lovers.