Dallas flower florist
Redesign of a local flower shop website
About projects
Dallas Flower Florist is a local Dallas-based florist that provides floral arrangements for special occasions. the business provides reliable delivery services throughout the United States and Canada same-day delivery.
As part of a UX/UI course project, the website was redesigned to address usability issues in navigation, product discovery, and checkout flow.
users & problems
The target users of the Dallas Flower Florist website are adults who need to purchase flowers quickly for special occasions such as birthdays, anniversaries, or sympathy messages. These users are often time-constrained, may not have deep knowledge of floral arrangements, and rely on clear categories, visual guidance, and a smooth checkout experience to complete their purchase confidently.
- The navigation structure is unclear, making it difficult for users to quickly find products.
- Product categories are not well organized, increasing cognitive load during browsing.
- The visual design appears outdated, which reduces user trust and brand credibility.
- There are no filtering or sorting options to help users narrow down products by price,
occasion, or flower type.
- Call-to-action buttons lack visual hierarchy and are not easily noticeable.
- The checkout process is unclear and requires unnecessary steps, increasing the risk of
cart abandonment.
- The website lacks trust signals such as customer reviews, delivery clarity, and guarantees.
the Process
In the Discover phase, a heuristic evaluation and competitive analysis were used to identify usability issues, design gaps, and opportunities for improvement.
Heuristic evaluation
A heuristic evaluation was conducted to review the usability of the Dallas Flower Florist website using established UX principles. The assessment focused on core user tasks such as browsing products, understanding product information, and completing a purchase. This process revealed multiple usability issues related to navigation clarity, visual contrast, and checkout usability, which created friction and reduced user confidence during the shopping experience.
Competitive Analysis
A competitive analysis was conducted using four florist websites to evaluate common design patterns, usability practices,customization options and filters within the industry. This review helped identify strengths, weaknesses, and gaps in the current market. The findings were used to guide design decisions and improve clarity, trust, and overall user experience in the final solution.
In this phase, personas, card sorting, user flows, and usability testing were used to clarify user needs, structure content, and identify key usability issues to guide the design direction.
Persona
Card Sorting
User Flow
Mid-Fidelity
Moodboard
This moodboard captures a calm, natural, and celebratory atmosphere inspired by soft florals, organic textures, and fresh greenery. The palette reflects warmth, freshness, and emotional connection-supporting a joyful and thoughtful gifting experience.
