Rose Yard
2024
Choosing flowers should feel thoughtful, not overwhelming.
A mobile concept that takes people from "what's the occasion?" to a confirmed bouquet order, with the full price visible before they pay.
The Opportunity
A meaningful gesture, with too many decisions in the way
Problem: People buying flowers are short on time, unsure what fits the occasion, and worried that delivery fees will change the price.
What I did: Interviewed 5 people in Egypt, turned their concerns into three design criteria, and designed an occasion-led flow with an upfront cost breakdown.
Outcome: A high-fidelity mobile concept [and a 5-person usability test: add result here, or cut this].
Flowers are almost always bought for someone: a birthday, an apology, a thank-you. But most flower apps behave like a catalog. They show hundreds of bouquets and leave the buyer to work out which one fits, then reveal delivery fees at the end.
For a flower shop, that friction has a cost. Every shopper who gives up at the price step, or never finds a bouquet they feel sure about, is a lost order. The question I set out to answer: how can a mobile app help people choose faster and feel confident about what they’ll pay?
The Customer Tension
Choosing a bouquet shouldn't require flower expertise.
Picture this (illustrative scenario): It’s 6 pm and it’s your mother’s birthday tomorrow. You open a flower app, scroll through 200 bouquets, can’t tell which one says “birthday” rather than “sympathy,” pick one, and find a delivery fee at checkout you didn’t expect.
Three worries kept coming up, and they make each other worse:
Time: there’s no time to compare dozens of options.
Uncertainty: people don’t know which flowers suit which occasion.
Price: people fear hidden fees and a final total that doesn’t match what they saw.
Browsing longer costs time. Choosing quickly feels risky. The design had to break that loop.
Three decision points where uncertainty can slow a flower order.
From Conversations to Criteria
The research pointed to guidance, speed, and clarity.
I ran five moderated interviews with people in Egypt, each 20–30 minutes. Five people can’t tell you how common a need is, but they can show you what matters and why.
Each research finding mapped to a design response.
What I heard | What it means | Design response |
|---|---|---|
“I don’t have time to look through everything.” [replace with a real line from your notes] | Too many options slow people down | Start from the occasion to narrow the list |
People weren’t sure which flowers fit which moment | Expertise shouldn’t be required | Show what each bouquet suits, in plain words |
Fear of surprise fees at checkout | Trust breaks at the price step | Show the full cost, delivery included, before confirming |
Competitive landscape
[Competitor scan: 2–3 flower apps or shops available in Egypt, and the one thing each gets wrong. Add a small comparison image.]
What changed in the brief
I stopped designing a flower catalog. The job was to help someone narrow options, judge one bouquet, and understand the cost, as one connected journey.
Design principle
Help me choose for the occasion, then show me the full cost before I order.
Shaping the Journey
Give people a starting point before asking them to browse.
I mapped every decision a shopper makes, sketched alternatives on paper, then moved to digital wireframes. The key question was where to cut effort and where to keep real choice.
Cut effort at the start: choosing an occasion first narrows hundreds of bouquets to a relevant few.
Keep choice at the end: bouquet details and a clear cost breakdown support the final decision instead of rushing it.
Early wireframes mapped discovery, occasion browsing, bouquet selection, and checkout into one journey.
What I left out, and why
[Advanced filters (color, flower type): most people I spoke to didn’t know what to filter by.]
[Subscriptions and repeat orders: valuable later, but not part of the first purchase.]
The Experience
From an open question to a clear order.
The final concept follows the same three moments as the problem.
01 / Start with the reason. Pick the occasion, then browse only bouquets that fit it. Solves: too many options.
02 / Choose with confidence. Bouquet photos, what it suits, and its price sit together at the moment of choice. Solves: not knowing what fits.
03 / See the full cost. Review the bouquet, delivery, and total before confirming, with no surprises. Solves: fear of hidden fees.
Built for Egypt, in Arabic too.
[Show the three key screens in Arabic, right-to-left, next to the English versions. Add one line on what changed beyond mirroring.]
Where the Work Stands
A clear design direction. The next proof is real use.
Rose Yard is a concept. It hasn’t launched, so there are no live numbers yet.
[If you ran a usability test, replace this paragraph with what you found and what you changed.]
How I’d measure success after launch
Share of shoppers who complete checkout after starting
Time from opening the app to choosing a bouquet
Drop-off at the price and delivery step
Next steps
Test the flow with 5 people choosing a bouquet for a real occasion
Check the interface with color-blindness simulators and fix any issues
What I learned
Less choice can mean more confidence. Narrowing options early made the final decision feel safer, not more limited.
Trust is decided at the price step. A beautiful flow means nothing if the total surprises people.
[One honest thing you’d do differently now.]
