PROJECT INFO

Role: UX Research & UI Design

Tools: Sketch & Photoshop

View Prototype: Invision

CHALLENGE

With over 50 years of brand equity, 1800-Flowers has become a global leader in floral and gift sales. From brick and mortar stores to e-commerce, innovation and technology have been an essential driver in reaching customers. However, new retail channels have unique challenges. Research shows that an average of 69% of online shoppers abandon their shopping cart prior to purchase. How might we increase the conversion rate of an existing e-commerce platform with a KPI of 3% sales increase?

SOLUTION

Millennials are one of the largest generations in history and they are moving into their prime spending years. This generation puts a premium on speed, efficiency, and convenience in their transactions. Improving 1800flowers.com's navigation and checkout process across all platforms is key to attracting and retaining this consumer base.

Through a heuristic analysis and card sort, the page navigation was restructured to avoid unnecessary confusion and improve usability. A mega menu was implemented to accommodate a large number of options while revealing lower-level site pages at a glance. Cart abandonment was decreased by minimizing the steps to get through checkout. The overall aesthetic and tone of the website was slightly shifted to appeal to the millennial generation.

RESEARCH

This project included the following methods and tools: competitive research, quantitative analysis, user interviews, card sort, personas, and journey maps.

KEY INSIGHTS
  • Millennials currently buy more flowers than any other demographic; 66% of buyers are women
  • Millennials are interested in corporate social responsibility and philanthropic causes
  • Competition is increasing in the flower industry as well-funded start-ups actively target the millennial market
  • New companies are getting creative in reaching this generation, both in terms of messaging and through their social media strategy
  • Eight in ten Americans shop online and mobile commerce is on the rise
  • Some users accessing flower websites may be distressed and making a purchase for a memorial or a loved one that has experienced loss.

HEURISTIC ANALYSIS

A heuristic analysis of the website revealed several key areas for improvement. A lack of minimalist design standards was one of the main challenges across the website. The homepage navigation is repetitive and confusing with multiple dropdown menus and vertical and horizontal navigation bars. Many of the pages are also overloaded with content and fine print creating a sense of cognitive overload.

COMPETITIVE ANALYSIS

1800-Flowers is underperforming in its ability to reach the millennial market. Online flower startups are rapidly emerging to meet the unique needs of this tech-savvy and socially conscious generation. These companies offer new experiences both online and in their method of delivery. These options include bike delivery, subscription services and more of a focus on corporate social responsibility. These companies also leverage social media to reach the millennial market and promote their brand.

LOW-FIDELITY WIREFRAMES

HIGH-FIDELITY WIREFRAMES

FINAL CONSIDERATIONS

Redesigning 1800flowers.com's navigation and checkout flow improves the browsing and purchasing experience for all users, especially an up and coming generation that values speed and efficiency. However, in analyzing the larger ecosystem, several other key factors need to be taken into consideration:

  • A full content audit and roadmap would improve the quality of 1800flowers.com's content and provide a mechanism to deploy consistent messaging across all platforms.
  • 1800flowers.com needs a social media strategy to reach users on Instagram, Facebook and other social platforms. New flower startups, such as Bouqs, Farmgirl Flowers, and BloomThat, are proving to be much more successful at reaching large audiences on social media.
  • Corporate social responsibility is important to the millennial generation, 1800flowers.com has several CSR initiatives that are currently buried in the website. Reprioritizing and strategically deploying this information should be part of the content strategy.
  • Finding new and creative ways to reach the millennial market is key. This generation is already influencing bouquet styles, purchasing options, and delivery methods. Flowers are being delivered on bicycles, in burlap sacks and through monthly subscription services.