BLOOM BOX AND GV DESIGN SPRINT
Bloom Box (founded in 2016) is a young company that is looking to disrupt the online flower-gifts market by offering a customizable, one-of-a-kind product that focuses on the message, rather than the medium.
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But despite good results from their marketing and branding efforts to drive traffic to the site, the client is seeing a large drop-off rate once the users get to the product page and try to customize their Bloom Box.
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The client would like to improve the online shopping experience in order to increase their conversion rate (ratio of people that visit the site vs. people who actually place an order). They want the shopping experience to be as simple, fresh, and fun as their flower boxes are.
The sprint is a five-day process for answering critical business questions through design, prototyping, and testing ideas with customers.
Ultimately the GV Design Sprint is intended to accomplish three things:
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Answer big questions
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Save time and money
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Jumpstart innovation
MONDAY
Make a map and choose a target
We mapped the customer experience by the most critical flow of actions.
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The key player goes on the left.
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The goal goes on the right.
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A flowchart goes in between showing how customers interact with the product.
TUESDAY
Sketch competing solution
For this we utilized the ideation tool How Might We (HMW), that consists in creating questions on how to do thing based on what the user desires.
Each person on the team read the surveys and interview provided by the client and looked for frustrations (pain points) the users have when buying flowers online.
Then, everyone in the team sticked you post it i the wall, and organized it by similarities. Our choices were “Home”, “Shop”, “Events”, “Contact”, and “General”.
The next step was the voting with dots, each participant had 6 dots and voted in the HMW statements that they think were the most important.
We kept the most voted notes and discarded the rest. Then we organized the selected statements according to its relation in the map. The most voted post-it was related to how do we educate the user.
WEDNESDAY
Decide on the best
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On the third day, each one of us made sketches with 3 solutions and posted on the wall.
Then we made the decision utilizing the method of voting below.
1. Art museum: Put the solution sketches on the wall with masking tape.
2. Heat map: Look at all the solutions in silence and use dot stickers to mark interesting parts.
3. Speed critique: Quickly discuss the highlights of each solution and use sticky notes to capture big ideas.
4. Straw poll: Each person chooses the favorites solutions, and votes for it with a dot sticker, each person had 5 small dots and 2 big ones.
Those were my solutions with the objective of making the process easy as fast, the most selected one is a drop-down menu where the user has the freedom to choose pre-selected messages instead of having to type them.
After that, we did a storyboard using all the solutions we defined with sketches that are similar to low-fidelity prototypes.
THURSDAY
Build a realistic prototype
Using Sketch we created the prototype of our solution to the website. We wanted to make it as simple and fast, with fewer screens and educating the user (showing them the way). The result was a prototype with only 3 screens.
1. Home Page
2. Customizing, address and payment
3. Confirmation
FRIDAY
Test with customer targets
With InVision we tested our realist prototype and got feedback from users.
The final result was successful, the users did finish the purchase much faster, and they didn't get upset in any of the steps.
However, we got a few feedbacks such as:
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Ask about the Zip Code of the user before the Customization process, since the store only delivers in the Miami Area.
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Make the price on "Order Summary" more visible.
