Floom - florist super app

The one-shop-stop platform for boutique florists, that connects all florist tasks into a one single entry point to manage every aspect of florist’s business.

As part of product design team, I was responsible for researching, developing and proposing designs for new features on Floom platform. Some of these features include integrating courier delivery services, adding wholesale shop, creating events management service etc. These features help florists manage their day-to-day tasks more efficiently. As in all product development projects, I followed a set of stages from problem disocvery and definition, user research and usability studies, competitor analysis, prototyping and prepairing work for developers.

Analysing their daily work and common patterns was the first place to look to find insights in order to articulate problem definition and statement. Florists wake up at 4am in the morning to order flowers from wholesalers before they even have a cuppa.

Conducting face-to-face user interviews to gain first-hand insights into what our primary target market wants and needs. This involved lots of visit to the shops and seeing their daily life activities. It was really interesting to see how the florists structure their work, prepaire orders, communicate with customers and deliver the flowers.

Closely scrutinizing competitor landscape and any opportunities and/or lessons we can learn from what has been already done in this industry. Oh boy, there were lots of below par examples, old school designs and websites that broke. So we decided that there is definately a niche and a gap in the market to create smoother and more polished experience for florists.

High level diagram showing all necessery steps for the user to complete a task.

From sketching a quick low-fidelity prototypes to high-fidelity click-through demo's, this stage is all about visual design and assessing whether our solution solves user problem before going into code.

Creating a constant customer feedback loop is vital to ensure the feature is up to date and responds to any new customer requirements. Internal feedback from organisation is also important to capture.