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UX Design


Ecommerce website and a mobile app development for Greenland Flora

Build a neat and tidy website and app provides online shopping facilities and showcasing of products, curates current, credible, trustworthy, reliable content, provide resources for users and generate business leads.

Platform: Desktop website & Mobile app

Process & Approach

Setting Goals & Objectives

Site Owner

Greenland Flora Pty. Ltd.

What is this site about?

Proposed ecommerce website and mobile app for www.greenlandflora.com showcasing the products, promotions and shopping activities as a market leader in cut foliage and flowers in Sri Lanka.

Who are the users of the website?

PRIMARY AUDIENCE: Florists and Foreign importers
SECONDARY AUDIENCE: General audience 18+

Conducting Interviews

Interviewing the stakeholders has helped me identify the right audience for the product and characteristics of study participants. As with every product or service, the best offering comes from carefully identifying the target audience, their needs and wants.

Setting Goals & Objectives

Interviews provide me with a qualitative method of gathering evidence, data and information about the project that I’m working on. At the heart of the qualitative research is the desire to expose the human part of a story.

Florists – 45%

Foreign Importers – 15%

General Audience – 40%

Who are they?

  • Decision makers Age 18+
  • Gender: Mixed Family: Married, unmarried, All
  • Education: Strong knowledge about the market, business oriented

How do they find information?

  • On desktop/ Laptops/ Smart phone, information and data focused
  • Forums and magazines for bridal dressings, weddings and yellow pages and business newspapers
  • Social groups, social networks such as facebook, instagram

Main goals/ What do they want?

  • To order the good easily
  • Browse products and plan new floral designs and bouquets
  • Get to know about the trending products first

Pain Points

  • Finding quality top cuttings is a pain
  • Prices are not fixed every time they purchase
  • Ordering process takes a considerable time
  • Delivery takes ages so putting their hands on to super fresh foliage is pretty rare

Audience Needs

  • What type of products do you use the most?
  • How do you normally acquire them?
  • What is the latest trend in your industry?
  • How do you normally pay for your goods?
  • How do you search for new products?
  • How do you check the quality of the products?
  • What sort of things you do before you buy your products?
  • From where do you find details about new products?
  • Do you pay shipping charges for your items?
  • Do you pay delivery charges?
  • Do you validate any coupons or any promotional items?
  • Do you keep past order details of your purchases?

Solution (Content & Functionality)

  • Interactive website design
  • Accessibility, UX, IA – improvements
  • Product search filters
  • Email newsletters
  • Hot deals
  • Most popular Items, most trending items
  • Price display Shipping charges calculator
  • Promotional and coupon validator
  • Customer feedbacks and testimonials
  • Customer company logos
  • Quality updated content Visa card, master card, Paypal facilities
  • Customer dashboard with Order history and Watchlist
  • Address book feature to manage Billing, shipping addresses
  • Latest news about the industry

Creating Scenarios

Florist/ Customer log into the website to purchase some foliages

I use scenarios to describe the stories and context behind why specific user or user group comes to the site. They note the goals and questions to be achieved and sometimes define the possibilities of how the user(s) can achieve them on the site.

User Journey for Data Collection

User journeys are useful in demonstrating the way users could interact with the website, in this particular case I illustrated, hierarchically, the series of steps necessary for the user to take in order to collect different types of data.

Creating Sitemap

Once I’ve completed the personas and user journeys, I created the sitemap. It visualises what I’ve learnt about how users navigate the site, what sort of content they will need to support them in their goals and what sort of language they use to identify things.

Competitive Product Research

After an extensive research I found out the main competitors in my business.

Low-Fidelity Wireframes

I use low-fidelity prototypes in order to have an early validation of the product saving time and making sure I’m not producing wasteful design work. I can easily and efficiently make changes while including users feedback based on their reactions.

High Fidelity Wireframes

I build high fidelity wireframes and fully annotated diagrams, having a basis to begin creating screens; I also use them for user testing and as a reference point for functional specifications and communicating the functionality I am going to build with stakeholders.

Design Exploration