LaSalle Flower Shop
Created a new experience in online flower shopping
LaSalle Flower Shop has been a family operated business since 1936. They sell plants and flowers for special occasions, weddings, and corporate events.
My challenge was to redesign the website so that the business could help boost their online sales.
UX designer and UX researcher,
two-week sprint, 200+ hours
Research & Synthesis
Business and customer interviews, affinity mapping, personas, competitive/
Ideation & Delivery
Building out a solution, rapid prototyping, usability testing
LaSalle Flower Group needed their website to match their friendly neighborhood store to build trust and keep generations of returning customers.
An updated website for LaSalle Flower Group would be easier to navigate with more customization options to give customers flexibility and more choices when ordering flowers.
I started with open card sorting to understand what users expected in primary and secondary navigation.
Then, I conducted interviews with both the owner of LaSalle Flowers and a few of their local customers.
Next, I affinity mapped takeaways from the interviews held with the business and customers to create a persona.
After the persona was created, I did a comparative and competitive analysis to find ways to update the business's site to differentiate from competitors.
Many online and in-store flower shops offer similar offerings but don't cater to customers looking for customization.
"Our customers are the people who we've done their weddings, their grandparents' weddings, and now 3rd generation weddings. We take pride in that."
Owner of LaSalle Flowers
Customers are looking for more "experiences". Through interviewing customers, I discovered many people go in-store for recommendations and the opportunity to customize their bouquet. After interviewing the business, I was shocked to learn how few sales they made online. Most of the business' current profits are from phone orders while in-store and online sales follow.
Phil the Flower Finder
Works downtown and buys flowers for every occasion for his wife. Knows wife’s tastes. Asks advice occasionally before buying flowers.
Wants to customize his purchase instead of buying something off the shelf
Is price conscious but cares about quality