UX/UI

azalea

Awards:
2021 AIGA Louisville 100 Show,
Best of App & Software Design Category

When shopping for floral arrangements, whether it be for yourself or someone else, most people don't know where to begin. Azalea offers users the opportunity to explore fresh and dried floral arrangements, create custom bouquets, and take a quiz to discover what types of flowers/bouquets best match their situation—all from their phone. Azalea offers a fun and simplified process of selecting and buying flowers to ensure consumers are satisfied with their floral arrangements, no matter the situation.

The name "azalea" means Spring blooming flower and is often referred to as the "take care of yourself" flower. Azalea also comes from the Greek word αζαλεος (azaleos) meaning "dry".

Problem Space

Flowers are symbols for emotions such as love, peace, thankfulness, celebration, etc., yet the floral buying process contains pain points that are far from peaceful.

1. Nobody truly knows what they are looking for or don’t know where to start. What colors go together? Is this bouquet appropriate for this event? Will he/she/they like this? This results in wasted time and sometimes disappointing results.
2. Online flower shopping. It’s not fun, it feels sterile, and it feels like every bouquet is the same. Your say is quite limited in this sphere.
3. People find flowers expensive

Brand Photography: Stocksy

The Why

1. Empower users to use their creativity to construct their own customizable and personalized arrangements that fit their style and quirkiness
2. Everyone’s story is unique—why shouldn’t floral arrangements? This app will create a simpler process of selecting and buying flowers for consumers in order to ensure consumers get what they are actually looking for
3. Create quality options that not only fit what the customer is looking for, but also their budget

Assumptions

1. People will be interested in a mobile application to shop for flowers
2. People care enough about flowers/home accessories to download this app
3. Wanting to explore the floral universe beyond the grocery store
4. People buy flowers enough to make this app worthwhile

After working through the original concept, problem space, and considering what users might need/what would be helpful for users, I created the sitemap below to better organize the user experience.

Target Audience:

• 25-34-year-old women with full-time careers looking to decorate their apartment/house in their own personal style, looking to buy florals for events/friends/etc. but are unsure of where to begin.
  

—

“I buy whatever catches my eye, may think of a certain color scheme, prefer to buy arranged.”

“Sometimes when you buy flowers online, they don’t show up looking like what you thought you bought.”

Quotes from user testing #1

—

Light Mode - Fresh Flower Shopping

Dark Mode - Dried Flowers Shopping

Fresh Flowers - Shop Product Carousel

© Olivia Allison Design