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FloraGoGo user interface prototype
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Gig Economy







Arrange your flowers as if you are at the flower store.

Customize your bouquet design, and check it out with your florist when ready.

What's it about?

FloraGoGo. It is an app-based startup that delivers floral arrangements and plants within an hour. The business plan aims to enable the local florists to claim the customers' incoming orders and deliver them within the requested time frame.
We were asked to create an Intuitive design system and branding whose goal is to bring an intuitive and beautiful in-app experience.

My role?

This is an Interaction Design Foundation UX Bootcamp project.
I was fortunate to design the whole project from scratch with the guidance and critiques of my mentor Nikos Kotsakis, from discovery through the research and interviews to ideating, creating, testing, and finally delivering the final MVP after enough iterations.

Why this?

I found this project interesting in multiple levels of UX and UI principles, but above all, it was fascinating to design an app that demands for:

  • A two-sided marketplace, the supplier and end-user.
  • Multiple levels of filtering and searching.
  • Creating a brand, experience, and interface that is consistent.

This is the roadmap:

Due to the time constraints and direct dependency of the florists’ business success to the customers’ satisfaction we planned our MVP project roadmap with a major concentration on satisfying customer's needs. Besides, we tackled also some discovered needs of the florist which we found crucial in the final product. A win-win strategy.

Discover by starting with the basics.

To satisfy the client's request for a meaningful brand identity, I needed to define the brand attributes and its target audience.

Market shows insightful indications.

Among all the valuable gathered data during the market research, some findings proved crucial:

Mostly gifts:
Many customers may never see their order as over 80% of the consumers make gift purchases. This is an important issue for delivery service.

Behind with digitization:
The flower industry has stayed behind with digitization in comparison to other businesses. This makes it both challenging and full of opportunity.

Quite surprising competitors we have.

Analyzing 6 direct and 2 indirect competitors to back my design I surprisingly found out that:

just one of our direct competitors let the users rate their products, which later in my user research proved to be a major trust issue.

No direct competitor asks for an obligatory account, encouraging users to shop.

We’ve got quite a lot of issues here!

I interviewed and observed both customers and florists who gave me an insightful wall of information about their needs and frustrations.

Affinity Map


Main persona

Natalie turned out to be the most representative persona we could have and he needs decide our success.

What does Natalie need?

Natalie chooses between the available products based on their design and...

Primary persona

What else is crucial for her?

She cares about how environmental friendly is the product.

Empathy map for primary persona

Secondary persona

Tom ad the secondary persona brings additional insight to the design decisions

What does Tom care about?

The quality of the product is a decisive factor for Tom.

Secondary persona

What else is crucial for him?

He also cares about his shopping experience and the service.

Empathy map for secondary persona


What does Megan need as a florist.

Megan is our florist persona whose success will decide our success.

What does Megan Want?

She wants to access a broader market and new customers to increase sale.

Florists persona

What else our florist wants?

She needs an intuitive online service that she can use to sell online

Empathy map for florists

So, what's the problem?

Through a comprehensive analysis and synthesis of the insights I found the following repetitive common pains and needs expressed in different forms and I considered them as the core problems.

Users trust better buying flowers directly from the shops.

They need to be sure about the quality of their flowers and the delivery service because they want their order to be fresh, looking the same as its picture and have it delivered on time and undamaged.

Users cannot decide on the design of their floral arrangements.

They want to be able to customize their floral design because they want their order to reflect their character and taste and their desire to make the recipient feel special.

Users don’t know much about the symbology and care of flowers.

They want access to a well-crafted description of the product because they want to be sure of making the right choice based on their various needs such as care, symbols, and fragrant as well as properties like pet friendly.


Kill two problems with one solution.

During the Brainstorming and a session of "Worst Possible Idea" for a further push of innovation, I identified fantastic common grounds between the core problems our users were facing. And this was a game-changer! Based on their problem solving power I put them in three different categories.

Unicorn Solutions are magical!

Unicorn is one idea but can solve multiple problems simultaneously.

Anything else to consider?

Alongside the solutions for user’s problems, our final product must also respond to the client's needs which were an intuitive and beautiful in-app experience. I found intuitive flow and beautiful brand identity two sides of the same coin which will together assure the user’s a pleasant experience.

User Flow

An intuitive experience.

I obtained a seamless user flow by an ordering process with the least clicks possible.

User Flow

Brand Identity

A beautiful interface design.

I achieved a beautiful and consistent branding style through an alignment between the brand identity and the business function by colors and typography.

Mood board and style guide for brand identity

Brand logo design.

And finally, here is how I created the new brand logo inspired by the current FloraGoGo brand logo.

Brand logo design evolution

Unicorns + Superchargers

Unicorn: Closest florist suggestion

Users want a fast and sustainable floral delivery?
Suggest them as the first option the closest florists. Supporting local businesses, lower carbon footprint, and less time to wait.

Supercharger : Desirable and meaningful sorting

Do they also want to easily choose from the best quality and design?
Assist them in decision making by sorting the florists and the products in the meaningful and desirable categories for the users which were discovered during the research.
On the highest level of hierarchy categorizing the service into florists, flowers, and plants. And on a lower and more detailed level of hierarchy in categories such as the most popular, classics, our picks, and the ones which have received quality awards from user reviews.
Besides let them also narrow their choice down with further sorting options such as price range, flowers type, and color.

Intuitive order tracking, including:

- Order related tabs: History, Track and Help

- Order details overview in a drop down menu
- In-app customer-florist chat

- Live status tracking

Unicorn Solution: Prepared order photo

Users still do not trust the final quality of their order? Are they also annoyed to wait without knowing what is the status of their order?

I Built trust by letting them receive the photo of their prepared order
in the order tracker.

Supercharger: In-app chat

What if some questions arise? Like, the florist finds out some flowers are not available anymore, the customer wants to add a notecard too?

Well, I enabled them to chat and solve the issues fast and easily.


Picking-up Option

Ok! What if despite all, some customers still do not trust and want to touch and smell the order? What if for any reason do not want to use delivery?

I Provided them with a picking-up option. It works as a further service customization and service quality, often it is going to be also cheaper.

Checkout with Wizard in icons.

- Keeping the user informed about checkout steps
- Reducing the memory load 
- Supporting recognition over recall using icons in the wizard 
- Supporting them with internal locus of control

Product customization

Product customization brings value not only experience-wise but also KPI-wise. When the users are able to personalize the design, they are more likely to be willing to complete the purchase.  

Customization section offers to the users:
- Arrangement wrapping color
- Include and exclude flower stems
- Sending personal video, photo, or note messages with the order
- Add on choices

What I learned.

I before all learned how deeply empathy affects problem-solving success. I saw how an empathetic understanding leads us to ideate various meaningful solutions that might come together and shape one whole answer for those human needs. Simple and powerful.
Besides, quick testing proved how it efficiently can show us the overlooked problems in our design decisions. How it can not only save us time and resources but ultimately save our whole effort from failure.

What’s next?

Developing the florist app. Exciting!

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