Understanding the User
User Research | Personas | Problem Statements | User Journey Maps
User Research
I conducted interviews and created empathy maps to better understand the users and their needs. The common theme was that our participants are working adults who don’t have the availability to add a trip to the florist to their schedule.
The user group confirmed an early assumption about GardenVariety customers, and revealed more issues limiting the customer base. Our additional findings included a quality concerns, accessible information regarding service offerings, and price.
Pain Points
Availability
Working adults are too busy to spend time at a florist picking out fresh flowers.
Accessibility
Existing florists don’t provide occasion and care information for specific flowers and arrangements.
Quality
Large flower delivery services can’t be trusted to consistently deliver a quality product.
Price
National florist services have more overhead to cover and the customer pays for it.
Persona & User Journey
Alice Ali is a busy mother and pediatrician who needs to streamline her errands because she is managing an extremely tight schedule. Mapping Alice’s user journey revealed how helpful it would be to schedule orders for pick up at a time that is convenient for the user.
