Project Overview
Who: School Project- Identity & GUI design for a floral shop.
What I did: Branding, UX research, and graphical UI.
Goals: To design a GUI for an e-commerce brand that offers product customization.
Process: I chose to work with a floral shop. After completing market and user research, I developed some ideas and low-fidelity wireframes (sketches). I then created a UI kit and developed medium-fidelity wireframes. I finalized the project with high-fidelity wireframes.
Tools used: Figma, Adobe Photoshop & Illustrator, and pencil & paper.
User persona presentation.
Strategy
The Problem
To design a GUI for an e-commerce brand that offers product customization.
I initially went for a soft and pastel direction that would resonate with a mature, feminine audience.
Proposed Solution
I chose to work with a floral shop because I love flowers and knew I’d enjoy working in the floral industry.
I wanted the brand to feel like a cottage like the flowers are straight from someone’s garden, so I planned to incorporate pastels and soft florals.
Research & Development
I performed market research on direct competitors using the SWOT method and created a user persona and flow.
It confirmed my initial idea of using soft, pastel colors and what I could do to help the brand stand out from others.
I did more visual research on Pinterest and created a moodboard that conveyed the overall aesthetic, colors, and fonts I wanted to use for the brand.
I also created a sitemap for the website.
Ideation
Homepage Sketch.
UI Kit.
Sketches
I went with a modern layout for the homepage and used curved images and corners to emphasize the soft and feminine aesthetic. The UI kit utilizes a pastel color palette and serif fonts to bring everything together.
Work in Progress
Hero Section of Homepage.
Homepage.
Initial Concepts
Using the creative direction, and UI kit, and keeping the project goal in mind, I designed the high-fidelity wireframe of the homepage.
Issues
The overall flow and breathing room of the layout could be improved to create a better scrolling experience for the user.
Hero section of new homepage.
Iterations
Next Steps
I wanted the brand to appeal to a younger audience so I did more market research and created a new user persona and flow.
I also created a a new moodboard that conveyed the overall aesthetic, colors, and fonts I wanted to use.
I redesigned the homepage to align with the new target audience and gave the layout more breathing room for a cleaner look and feel.
Applications
Market & User Research, Sitemap & Creative Direction.
Homepage Design.
UI Kit.
Conclusion
Goals: To design a GUI for an e-commerce brand that offers product customization.
Outcome: Camellia & Co. is a brand dedicated to providing fresh and local flowers to every person, for every occasion. Through sustainable practices and working with local growers, they’re able to offer unique and custom arrangements. As well as a subscription & delivery service. Through research and an intentional design process, I was able to communicate the value and authenticity of this brand.
I learned: To always go beyond the surface level in research to understand the market, the brand, and the target audience. That’s how you’re able to create something that is strategic, distinct, and aesthetically pleasing.
