Aster Lane Floral
UX/UI Design and Execution
- Role
- Sr. Web Designer
- Timeline
- 5+ weeks
- Tools
- Figma, Miro, Asana, Shopify
- Scope
- UX research, wireframes, UI design and Shopify build
Overview
The key challenge was identifying the user demographic interested in upscale floral arrangements, and making the interface stand out in Colorado’s competitive market.
I collaborated with Aster Lane Floral, an emerging floral company renowned for its Parisian-style arrangements, to develop a website that accentuates their ability to bring joy to individuals.
Simplifying information and reorganizing menu items exceeded the client’s vision for a more user-friendly and intuitive platform.
Final design
The final screens embody the brand’s core message: ‘bringing people joy with Parisian-style arrangements.’
A clean, minimalist approach sets it apart from the competition.
Key pages
Our Story, Weddings and A La Carte share the homepage structure. Scroll inside each frame.
Personas
We created four personas based on user interviews. Most users expressed a need for customized floral arrangements for various events.
User journey
A current-state user journey map pinpointed areas for improvement, from the checkout screen to placing an order and receiving delivery.
The user’s main pain points were in checkout: prolonged durations and a lack of personalization. We eliminated the checkout screen to focus on the personal connection between users and florists.
Reflection
Tailoring Shopify to Aster Lane’s brand guidelines contributed to my growth in E-commerce storefronts, and in HTML, CSS and JavaScript.
Next, I would expand the range of products and introduce a checkout feature for walk-in customers.
