1-800-Flowers iOS & Android Mobile App Redesign
1-800-Flowers stands as the foremost flower delivery company in the nation. This case study shares the journey and strategies employed to combat cart abandonment while striving to be prominently featured in both the iOS and Android app stores.
The Challenge
This project aimed to tackle 1-800-Flowers' goal of diminishing cart abandonment rates. The company sought to broaden its audience by attracting younger users while retaining its loyal older clientele. Additionally, securing features in the App Store and Google Play store was a significant objective.
Goals
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Give the app a contemporary overhaul to resonate with younger demographics and enhance the likelihood of being featured in both app stores.
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Address user flow and hierarchy issues contributing to cart abandonment.
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Integrate Apple and Google Pay functionalities into the checkout process.
Role & Collaboration
As an Agency Lead UX/UI Designer, I lead a team of three Agency UX/UI Designers. Collaborating closely with the Agency Project Manager, we crafted a comprehensive project brief that we successfully pitched and secured with 1-800-Flowers. Throughout the project lifecycle, I maintained a strong partnership with the product stakeholders at 1-800-Flowers, ensuring alignment with their vision and objectives.
Pitch Meeting
Our project kicked off with a pivotal pitch meeting, during which we presented a comprehensive overview of the proposed scope of work required for the app redesign. This presentation was meticulously crafted, drawing upon insights gathered from a heuristic evaluation conducted prior to the meeting.
Prototyping & Iterative Testing
Following the completion and approval of the user-flow and wireframes, we embarked on the prototyping phase. Our collaboration with 1-800-Flowers remained integral throughout the design journey. Employing a rigorous A/B testing methodology, we meticulously gauged audience reception at each iteration. This iterative approach ensured that our designs were finely tuned to meet the needs and preferences of our target users.
Persona-Based Optimization
Building upon in-house discovery efforts at 1-800-Flowers, we focused on three primary user personas: the early planner, bargain hunter, and last-minute shopper. Leveraging this data, we formulated assumptions to refine the user flow and mitigate cart abandonment. Our analysis revealed an excessive number of add-on screens, prompting us to consolidate them to streamline the user experience.
The Results
Cross-Platform Consistency
Simultaneously developing for iOS and Android, we ensured consistency in the overall flow of both applications, while accommodating minor platform-specific elements. Our process involved multiple rounds of ideation, each requiring presentations to a panel of key stakeholders at the 1-800-Flowers corporate offices.
Highlights:
Optimizing Cart Adoption
In response to driving customers towards cart adoption on the home screen, we strategically reduced the prominence of the hero card, ensuring that product cards remain visible above the fold.
Introducing Quick Gift Finder
To address user feedback regarding the need for a streamlined way to find available products in their area for specific dates, we introduced the Quick Gift Finder feature.
User-Driven UI Enhancement for Streamlined Shopping
On the collection screen, we enhanced user experience by enlarging product photos and prominently displaying prices. These adjustments were based on user feedback, indicating that product appearance and pricing were critical factors in decision-making.
Enhancing Filter Functionality
The filter functionality was revamped to enhance mobile-friendliness and user intuitiveness, in alignment with user preferences. As the majority of customers purchased flowers within three days of ordering, we introduced filters to facilitate easier access to these options.
Streamlined Add-On Integration
To streamline the Add On process and mitigate cart abandonment, we consolidated four pages of Addons into an accordion format, significantly reducing the number of steps required.
Introducing Express Checkout
For the Cart and Checkout stages, we introduced an express checkout feature, seamlessly integrating Apple Pay and Google Pay options to enhance convenience and speed up the purchasing process.
By addressing these key areas, the redesigned app not only improved user experience but also contributed to achieving 1-800-Flowers' business objectives of reducing cart abandonment and enhancing visibility on app platforms.
