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1800Flowers

Mobikasa is the technology partner for 1800flowers, so I had the opportunity to work on various platforms such as native apps like Android, iOS as well as TVOS. The biggest challenge was our client was very technology and business driven with minimal empathy for user needs so most of the time it gets compromised by minimizing user research. The Mobile Director at 1800flowers approached us with a problem - the retention of the 1800flowers apps are significantly low.

Team

Kapil Bansal | Senior Director, Mobile & Growth at 1800flowers

Nadine Razzouk | Product Designer

Role

I was leading brand strategy as well as brand design.

DESIGN PROBLEM

how do we increase app stickiness for our users?

The point of inception was increasing loyal users. So I wanted to explore what features can keep our users happy. I know that 1800flowers has a loyalty program which is crucial for building stickiness. However, I decided to focus on new customers’ experience. I started with a journey map for new users. I immediately noticed that users don’t have the option to sign up / log in easily. The app relies heavily on checkout as guest user.

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heuristic evaluation

I wanted to better understand our brand and why loyalty is decreasing for our client. So I decided to do a heuristic evaluation for our competitors.

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Research & Findings

I explored adding social media login to enhance users’ experience. I quickly did some usability testing and users seemed to enjoy the seamless interaction. I also wanted to highlight the benefits of registration to entice users to sign up not just prompting them.

I explored adding recently viewed feature to enhance customers’

revamp branding

I had been working on 1800flowers for 6 months and I know the brand doesn’t have a clear branding especially one that translates across all digital platforms. So using their current branding, I quickly mocked up a design guide that would increase brand consistency and potentially increase users enjoying the app. I also explored imagery treatment for the app since it lacks oomph.

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I explored adding social media login to enhance users’ experience. I quickly did some usability testing and users seemed to enjoy the seamless interaction. I also wanted to highlight the benefits of registration to entice users to sign up not just prompting them.