WeCare Florist is a flower catalogue app designed for a florist, aiming to cater to the needs of individuals or groups of people who require flower and flowering plant purchases and services. WeCare Florist specifically targets busy, nature-loving individuals who seek a beneficial and healthy lifestyle through products and services related to flowers.
The prototype showcases two distinct user flows: one for Appointment Booking and the other for Checkout.


My Role

UX Designer/UX Researcher/UI Designer


Figma, Google Docs, Sheets and Slides


September 2022 – January 2023


Conducting Interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, research presentation, accounting for accessibility, and iterating on designs.

The Problem

It was observed that individuals who maintain a mental healthy lifestyle through nature-appreciation hobbies like flowering-plant gardening, are finding it difficult to engage in their hobbies due to limited non-working hours for personal needs.

The Goal

The aim of this project was to design a multi-purpose flower catalogue app, that will allow users with nature appreciation hobbies that include – flower/flowering plants gardening, to sign-up and schedule a convenient home service date and time appointment with the florist, for he/she/they to render the users needs.

The Design Process

Empathize and Define Phases

I conducted virtual interviews with five participants ranging in age from 21 to 65 to understand the target users for whom I was designing the app and their actual needs. From these sessions, I derived the following insights :

User Pain Points

Number 1 image

Tight work schedules of working adults minimizes convenient time for hobbies and personal life

Number Two

Customer service does not render actual support users really need.

Number 3

Some sites are not well optimized for assistive technologies.

Subsequently, I created two Personas – Leana Robinson and Joseph Zuma – to represent the needs of the broader user group. I also formulated a refined problem statement for each persona.

Problem Statement

Leana is a busy paramedic who needs convenient ways of achieving nature appreciation hobbies from the comfort of her home because her limited non-working hours restricts her from maintaining a mental healthy lifestyle.

Persona 1 - Leana
Persona 2 - Joseph Zuma

Problem Statement

Joesph is a student immigrant who needs support in outdoor exploration options because their communication in English limits them from being understood properly.

User Journey Map

To help the personas achieve their needs and have good user experiences, I drafted out the user journey map to seek opportunities for improvement that will be implemented in the flower catalogue mobile app design.

User Journey for Persona Leana Robinson
Ideation Icon

Ideation Phase

For this project’s ideation phase, I focused on generating a broad set of ideas and exploring potential solutions to the problem the mobile app aims to solve. I brainstormed and evaluated various ideas and concepts for the app’s design by carrying out a Competitive Audit, creating Storyboards, generating ideas from How Might We, sketching out my amusing Crazy Eights, presenting navigation through the User Flow diagram and finally, establishing the app’s user interface through the Paper and Digital Wireframes.  For a detailed information on the ideation phase of this project, kindly click here

Core User Flow

Based on the needs of the personas Leana and Joseph, the primary flow of the flower catalogue mobile app involved connecting users with the florist after selecting the item type. To ensure efficiency, I opted for a simplified task flow for this project. Due to limitations, I could only explore one task flow, and the key objective was to connect users with the florist to provide additional client support.

User Flow of the Flower Catalogue Mobile App

Paper and Digital Wireframes

I sketched the paper wireframes of the flower catalogue app to establish the basic structure of the app screens and highlight the intended function of each element. Then I followed up with the digital wireframes on Figma to explore more on the app’s skeletal user interface design.

Paper Wireframe

The descriptive elements were specifically designed to provide solutions based on the users problems and insights from the foundational research.

Home Screen wireframe
Appointment Screen Wireframe

I kept focus on the main goal while designing the app which is to allow users easily sign up and schedule convenient dates and times for their home service needs to be rendered by the florist.

Prototype and Testing Icons

Prototype and Testing Phases

Moving forward with the project, I proceeded to conduct in-person testing of the low-fidelity prototype of the app design with six participants. This enabled me to conduct a comprehensive analysis and synthesis of the app’s functionality, user flow, and identify any potential user difficulties.

Low fidelity prototype

The prototype that was tested can be viewed on this link –  Low-fidelity prototype for the flower catalogue app.

Usability Study

Following the usability testing session, I analyzed the outcomes by documenting each participant’s testing session on Google Sheets. I then created Affinity Diagrams on my wardrobe door to organize the collected data. By identifying themes and patterns in the grouped Affinity Diagrams, I further synthesized the findings, documenting them in a comprehensive manner on Google Docs.

Based on the analysis, I identified the following issues that the participants encountered with the app design:

  1. Five out of the six participants experienced difficulties in navigating through the app design, primarily due to unresponsive elements on certain pages.
  2. Three participants expressed a desire for additional features and increased customization options during the sign-up and item selection processes.
  3. Out of the total six participants, three of them inadvertently mixed up the scheduling and checkout tasks, resulting in confusion during the completion of these tasks.

To access the full usability study presentation, please click here

I utilized the insights gained from the first testing, along with the lessons learned from my own mistakes, to rework on the app wireframes, and delve into creating an enhanced version of the app. This involved the creation of mockups for the app.

First round of Usability Testing

(Labeled areas indicate design issues that some participants encountered during the testing)

Refining the Design

WeCare Florist App Design - Special Offer Sign up

Based on the personas of Leana and Joseph, both of whom required assistance with their specific needs, I implemented a special offer section on the Home screen of the app. This section allows them to easily sign up and register for the services they require, which can be conveniently delivered at their homes.

The mockup design user flow in booking an appointment with the florist.

Appointment user flow

I created a very simple design system for the app.

Iteration and Adjustments

For the second round of the usability study, I tested the high-fidelity prototype of the flower catalogue app design in-person with another set of six participants.

High fidelity Prototype of the app
Second Round of Usability Study on the High-fidelity prototype

After conducting the second round of usability testing, I identified the issues that the participants encountered with the iterated app design and worked on addressing them again.

  1. After the session, it was revealed that users were unable to access their cart via the icon because the cart page did not exist. What! that was a huge oversight! To improve the user experience of the app, I made adjustments by designing and adding a cart screen during the iteration of the app design.
Iteration of the mockup design
Iterated app design

Users expressed their desire to select their preferred delivery and payment methods. Therefore, I modified the design of the landing screens to incorporate the ability to make these selections. Now, users can choose their desired options using inactive call-to-action buttons.

Accessibility Considerations

Number 1 image

I used the “colour contrast checker” from WebAIM to assess the contrast ratio of the color combinations used in the app design. All of the combinations passed WCAG AA and WCAG AAA standards.

Number Two

The use of header hierarchy and alt text for images ensures compatibility with screen reader technologies, making the content accessible for users who rely on them.

Number 3

The speed and duration of the motion applied in the flower catalogue app were carefully considered. I opted for a duration of 300ms for all navigational flows in the app design prototype.

Going Forward

What I learned

  • During the design process and iterations of the flower catalogue app, I realized that UX design is not based on solving problems that I assumed users wanted solved. Rather, it is about addressing the problems that the users actually want solved. This realization was crucial in shaping the app’s development.
  • Additionally, I learned the importance of gathering diverse feedback throughout the design process, as it proved to be extremely valuable.
  • I also learnt to refine interview questions to be more open-ended.


The clarity and tone of the app’s visual designs helped participants feel at ease in understanding how to fulfill their needs and what options were available to them.

Next Steps

Number 1 image

Conducting additional usability testing to determine if the challenges the users experienced in previous studies have been successfully resolved.

Number Two

Conduct more user research sessions to allow me to uncover unresolved user needs and accessibility issues.

Number 3

Get more feedbacks from the UX Design Communities.