Flower market
Online wholesale market redesign and development of a mobile application for flower wholesaling
About product
Flower market is the largest wholesale flower market to B2B clients, including large supermarket chains, flower chains, and floristry studios.
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8 people
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1,5 years
What was the task
The client decided to update the outdated website to reflect current trends, make it more functional and user-friendly, and develop a mobile application for the wholesale market from scratch.
We approached the project as auditors: conducted a UX/UI audit of the wholesale market (desktop and mobile versions), and conducted several interviews with wholesale market clients. Our design department specialists created 4 target audience personas and developed a detailed CJM for each segment: from user registration/authorization to order placement and tracking. We identified key pain points of the target audience and problem areas that affect the conversion of the main user path. Along the way, we compiled a backlog of demanded features that have to be implemented.
According to business needs, we defined metrics and their target values. Consequently, we formulated an additional task to expand the number of events collected in product analytics. As a result, we developed a metrics tree on a Miro board.
Our analyst created a scheme with metrics breakdown for specific scenarios (onboarding, promotions, order placement, basket management, etc.), and prioritized them according to the client’s goals: attract new customers, increase loyalty, reduce product write-offs, etc.
In addition to the website, the client already had a mobile application that needed both a visual update and functionality enhancement. The client planned to develop wholesale market applications for Android and iOS and was looking for a suitable solution.
As an alternative to native technologies (Kotlin/Swift), we proposed the PWA (Progressive Web App) technology, which allows turning a web application into a universal mobile application for Android and iOS platforms. The advantages of this approach are low development cost, short implementation time, and, importantly, the ability to quickly deliver updates to the end user.
With PWA, we not only improved the appearance of the application and published it in stores, but also unified the web version and mobile application design from the user’s perspective.
After the release, our team continued to consult the client on usability, functionality, and optimization of the site and application.
Main functionality:
- New homepage with special offers and news
- Catalog with product cards and filters
- Order placement
- Use of promo codes
- Profile with personal data: account balance, delivery addresses, favorites, personal manager's data, contact persons, etc.
- Filing complaints
- User onboarding
- Cameras and layouts of trading halls
- Order and shipment history, shipment status
Interface
