E-Commerce Design For Artificial Flowers

Role: UX Designer
Tools: Figma, Notion, Miro

The Challenge

Online flower shopping often feels overwhelming—cluttered filters, vague product info, and poor checkout flows frustrate users and lead to cart abandonment. 

Key Pain Points:

• Users struggle to find ideal flower combinations due to too many unstructured options

• Product filters are confusing and not detailed enough (e.g., flower size, color variants)

• Product quality is hard to assess from the listings alone

• The checkout process lacks prompts for review, total cost, and password support

• Navigation feels unclear—users miss critical buttons or struggle to return to their cart

Project Goal

Design a clean, user-focused shopping platform that increases conversions by helping customers confidently browse, match, and buy artificial flowers tailored to their needs and events.

Success Criteria:

• Improved Conversion Rate: Fewer drop-offs during checkout due to clearer steps and better visibility of order summary

• Faster Product Discovery: Users can find desired artificial flowers in fewer steps through improved filters and categories

• Higher User Satisfaction: Positive feedback from usability testing on overall ease of use, product clarity, and confidence in purchasing

User Interviews

I interviewed users who had recently purchased or considered buying artificial flowers online. Their feedback revealed pain points and goals that helped shape the experience.

Key Insights:

• Users want to save time and feel confident in their purchase

• Visual inspiration and pairing suggestions add major value

• Clarity, trust, and flow are critical to a positive shopping experience

How Might We…

...help users find the right product without decision fatigue?
...make them feel confident in quality without seeing the product in person?
...simplify the path from discovery to purchase?

MVP Prioritization

• Clear product categories & filters

• High-quality visuals & descriptions

• Easy pairing/matching interface

• Streamlined, transparent checkout

• Account-friendly features (password hints, saved cart access)

User Flow

Defined the core shopping path—from browsing to checkout—to identify friction points and optimize decision-making steps.

Usability Testing

I tested the clickable prototype with 5 participants and uncovered several areas to improve clarity and flow.

Testing Results

Pain Points:

• Confusion around ambiguous icons and labels

• Users forgot to check order summary before placing an order

• Filter options (e.g., flower size after color) were unclear

• Unclear how to navigate back to the cart from the checkout

• Uncertainty about whether taxes/shipping costs were included

Insights:

• Clear CTA labels build user trust

• Smart filters reduce browsing fatigue

• Visual hierarchy helps users start and stay on task

• Reminder prompts reduce errors during checkout

• Small interaction details (like password hints) enhance user satisfaction

Key Improvements

• Unified Product Experience: Combined fragmented services—checking, credit cards, savings, loans, auto and business—into one seamless app, improving discoverability and consistency.

• Modernized Visual Design: Replaced the raw, outdated UI with a clean, modern interface that aligns with user expectations and competitor standards.

• Focused Navigation: Reorganized the bottom navigation bar to highlight high-priority banking tasks (e.g. “Accounts,” “Transfer,” “Pay”), while relocating secondary actions like “Help” and “Profile.”

• Decluttered Home Screen: Removed irrelevant elements like the branch location map and replaced them with personalized summaries and quick actions for better usability.

• Eliminated Redundancies: Streamlined duplicated functions (“Move” and “Pay”) to reduce confusion and create a more efficient task flow.

Results

The redesigned app significantly improved task clarity and user flow. During usability testing, users completed key tasks faster and expressed increased confidence in using the app for everyday banking.

Impact Highlights:

• 99% completed common actions like transferring funds or paying bills

• All test users rated the redesigned layout as more intuitive than the original

• The consolidated experience received positive feedback for convenience and ease of use

• Created a scalable design system for future features and products

My Designs 

Final Thoughts & What I Learned

This project taught me the value of designing for clarity, especially in systems that have grown overly complex with time. I learned how to balance modern UI aesthetics with functionality, prioritize user intent over organizational structure, and streamline decision-making across redundant features.

Key Takeaways:

• Prioritizing core user actions creates clarity and confidence

• Consolidating multi-product ecosystems requires a strong information architecture

• Small visual improvements (like button hierarchy or icon consistency) can significantly impact usability