UX/UI case study · Website redesign · Team project

Dallas Flower Florist

Handcrafted bouquets deserve a shop this easy to order from.

A long-established local florist with a loyal community, held back by a website that made browsing and ordering hard. We redesigned it from a heuristic evaluation through to a tested, iterated hi-fi prototype.

My role
UX/UI Designer
Duration
Two weeks, part-time
Team
5 designers, NexaLand
Tools
Figma, FigJam, Lyssna, Canva
The redesigned Dallas Flower Florist homepage on a desktop monitor: Fresh finds, fast delivery
i.
Overview

A trusted shop with a confusing storefront

Dallas Flower Florist is known for handcrafted bouquets, personalised arrangements and thoughtful service, for everyday moments as well as special occasions. Its website didn't live up to that reputation.

The problem

Unclear navigation, inconsistent information and an outdated interface made it hard to browse, compare options and buy with confidence. The site had no cohesive structure or intuitive flow.

Organized, modern and easy to navigate, building confidence from the first visit to checkout.

My responsibilities
  • Reviewed the current site and identified key UX issues
  • Researched competitors and user expectations
  • Created the sitemap, user flows, wireframes and final UI designs
  • Built interactive prototypes in Figma
  • Ran usability tests and refined the design from the feedback
Team
Mitra JavadiKimiya SadjadianMojtaba RahimiYasaman AhmadiYasaman Safari
Design process
EmpathizeHeuristic review, competitors, survey
DefineCard sorting, persona, scenario
IdeateSketches and sitemap
PrototypeFour mid-fi versions, then hi-fi
TestUsability test on version 3
ii.
Heuristic evaluation

Four problems, four fixes

Before any user testing, we reviewed the existing site against usability heuristics. Each finding became a design decision.

FoundA cluttered, poorly organised homepage made the shop's core offerings hard to grasp at a glance.
ChangedA clear visual hierarchy with prominent category navigation.
Found“Add to Cart” looked like part of the product image, so people missed it.
ChangedA clearly labelled, high-contrast button.
Found“Remove” and “Keep Shopping” were small and low-contrast, making the cart frustrating.
ChangedBigger controls with more visual weight.
FoundUnnecessary, unclear text everywhere created cognitive overload.
ChangedWe audited and simplified all of the copy.
iii.
User research

What flower buyers actually need

Four activities to validate our assumptions and hear from users directly.

1Competitive analysis
2Survey
3Card sorting
4Persona & scenario

Competitive analysis

We compared Dallas Flower Florist with four major floral e-commerce sites to learn the standards for product presentation, navigation and checkout, and to see where better usability and clarity could set the shop apart.

FeatureDallas Flower Florist1-800-FlowersFTDProFlowersUrbanStemsRecommendation
High-quality images✕✓✓✓✓Keep high-quality images consistent
Detailed descriptionsBasic; could use more detail✓✓✓✓Add more product detail
Customer reviews✕✓✓✓✓Add a review system
Real-time stock✕✓✓✓✕Show real-time stock
Delivery information✓✓✓✓✓Make delivery times and options more visible
Customization✓✓✓✓✓Expand customization
Customer supportContact info, but no quick access✓✓✓Chat and email; no phoneAdd 24/7 live chat
SearchBasic categories, no advanced filters✓✓✓Simple search, limited filtersImprove search

Survey: three findings that changed the design

The survey challenged some of our early assumptions and gave us clear, data-backed priorities.

Finding 1 · what matters most 90.5% want clear delivery options and costs when ordering flowers online
Clear delivery details & costs90.5%
Real-time stock76.2%
High-quality photos71.4%
Detailed descriptions57.1%
Reviews or ratings42.9%

Delivery information made prominent and scannable, strong product photos, and complete descriptions on every listing.

Finding 2 · how people search 76.2% browse by occasion (birthday, anniversary, sympathy), not by flower type
Occasion categories76.2%
Colour scheme57.1%
Size47.6%
Flower type42.9%

Occasions became the main way to browse, with colour and size as secondary filters.

Finding 3 · add-to-cart behaviour 75% prefer to stay on the product page after adding an item
Stay on the same page75%
Go to cart or checkout25%

We assumed people buy one bouquet and want to check out straight away. They don't. A subtle confirmation now keeps them on the page.

Survey of 21 respondents (20 for finding 3).

Card sorting

A card sort showed how people naturally group floral products: by occasion (birthdays, weddings, sympathy) rather than flower type. It confirmed the survey and set the navigation and category labels in our new sitemap.

Persona & scenario

From the survey and card sort we built Jessica Nguyen, a marketing coordinator in Toronto who sends flowers to loved ones in Dallas. Her scenario became the path we designed and tested.

  1. Jessica remembers Jack's birthday.
  2. She finds the Birthday section on the site.
  3. She picks the “Fields of Europe Romance Birthday” bouquet.
  4. She fills in the delivery form for Jack.
  5. She reviews and confirms the order.
  6. A cheerful thank-you page confirms it.
iv.
Sketches & mid-fi iterations

Four versions, one tested

We tested version 3 with users, and their findings shaped version 4, our last mid-fi before hi-fi.

Sketches

With the needs and structure clear, we sketched layouts to try different content arrangements and settle the basic structure of each page before wireframing.

v.
Hi-fi design

Jessica's order, click by click

We made two hi-fi versions to compare styling and settle the UI patterns. Here's the final one, following the scenario. Scroll inside the browser window.

dallasflowerflorist.com