STILK
STILK
A personalised flower subscription designed to bring more flexibility, choice and personality to buying flowers online.
A personalised flower subscription designed to bring more flexibility, choice and personality to buying flowers online.
Role
UX/UI designer
Interaction designer
Type of project
Individual project
Timeline
4 weeks
Methods & Tools
Desk research
User interviews
Prototyping
Figma
Bringing the flower shop experience online
Bringing the flower shop experience online
Working in a flower shop showed me that buying flowers is rarely just about choosing a product. People come in for different reasons and occasions, with different preferences and expectations. Part of providing good service is understanding that context and adapting the experience to the person.
Working in a flower shop showed me that buying flowers is rarely just about choosing a product. People come in for different reasons and occasions, with different preferences and expectations. Part of providing good service is understanding that context and adapting the experience to the person.
This became the starting point for STILK. I wanted to explore how some of the personal qualities of buying flowers in a physical store could be translated into a digital service, without losing the convenience of shopping online.
This became the starting point for STILK. I wanted to explore how some of the personal qualities of buying flowers in a physical store could be translated into a digital service, without losing the convenience of shopping online.
The opportunity
The opportunity
Existing flower subscriptions make regular deliveries convenient, but often offer limited flexibility and personalization. Users have little control over what they receive, while important information about deliveries, changes and cancellations can be difficult to find.
Existing flower subscriptions make regular deliveries convenient, but often offer limited flexibility and personalization. Users have little control over what they receive, while important information about deliveries, changes and cancellations can be difficult to find.
I wanted to explore how a flower subscription could offer more choice and control without making the experience more complicated.
I wanted to explore how a flower subscription could offer more choice and control without making the experience more complicated.
Research
Research
Understanding what the users expect from a flower subscription
Understanding what the users expect from a flower subscription
I began by exploring existing flower subscription services to understand what they offered and where there might be opportunities for improvement. This was followed by interviews with two participants, focusing on their experiences with buying flowers, their expectations of a subscription service and what would make them consider using one.
I began by exploring existing flower subscription services to understand what they offered and where there might be opportunities for improvement. This was followed by interviews with two participants, focusing on their experiences with buying flowers, their expectations of a subscription service and what would make them consider using one.
The research helped identify what users valued most and provided the foundation for the features and structure of the concept.
The research helped identify what users valued most and provided the foundation for the features and structure of the concept.
Existing services
Existing services
I reviewed existing flower subscription services to understand how they approached personalisation, delivery flexibility and subscription management.
I reviewed existing flower subscription services to understand how they approached personalisation, delivery flexibility and subscription management.
Recurring patterns
Recurring patterns
Limited personalization
Limited personalization
Fixed or restricted delivery options
Fixed or restricted delivery options
Important subscription details could be difficult to find
Important subscription details could be difficult to find
User interviews
User interviews
I interviewed two potential users to understand their flower-buying habits, expectations and attitudes towards subscriptions. The interviews highlighted a need for flexibility, clear information and personalisation without requiring users to make every decision themselves.
I interviewed two potential users to understand their flower-buying habits, expectations and attitudes towards subscriptions. The interviews highlighted a need for flexibility, clear information and personalisation without requiring users to make every decision themselves.
From insights to design
From insights to design
01 Flexibility
01 Flexibility
Flexible subscriptions need to fit everyday life
Flexible subscriptions need to fit everyday life
Users wanted the freedom to pause, skip or adjust deliveries rather than being locked into a rigid schedule.
Design response
Design response
Users can choose how often they receive flowers and easily skip, pause or adjust upcoming deliveries.
02 Personalization
02 Personalization
Personalization does not mean choosing everything
Personalization does not mean choosing everything
Users valued having control over preferences such as colours and flower types, while still trusting the florist to create the final bouquet.
Design repsonse
Design repsonse
Preferences for colours, flower types and allergies, while florist retains creative freedom.
03 Clarity
03 Clarity
Clear information builds trust
Clear information builds trust
Users wanted to understand what they would receive, what it would cost and how the subscription could be changed before committing.
Design response
Design response
Subscription options clearly communicate price, frequency and what is included.
Exploring the structure
Exploring the structure
The low-fidelity wireframes explored how the subscription flow could adapt to different user choices. Rather than creating separate flows, the interface changes to show relevant options depending on whether users want to create an account and whether they prefer to design the bouquet themselves or leave the selection to the florist.
The low-fidelity wireframes explored how the subscription flow could adapt to different user choices. Rather than creating separate flows, the interface changes to show relevant options depending on whether users want to create an account and whether they prefer to design the bouquet themselves or leave the selection to the florist.
Testing the core flow
Testing the core flow
I tested the low-fidelity prototype with two participants to see whether the subscription flow and information hierarchy were easy to understand. The overall journey was clear, but the testing highlighted areas where the hierarchy and interactive elements could be improved before moving into visual design.
I tested the low-fidelity prototype with two participants to see whether the subscription flow and information hierarchy were easy to understand. The overall journey was clear, but the testing highlighted areas where the hierarchy and interactive elements could be improved before moving into visual design.
Visual design
Visual design
I developed a simple design system to create a consistent visual language across the service, using reusable colour variables, typography and interface components.
I developed a simple design system to create a consistent visual language across the service, using reusable colour variables, typography and interface components.
The visual direction was designed to feel warm and personal while keeping the interface clear and easy to navigate. Colour combinations were checked against WCAG AA contrast requirements, with readability and visual hierarchy considered throughout the interface.
The visual direction was designed to feel warm and personal while keeping the interface clear and easy to navigate. Colour combinations were checked against WCAG AA contrast requirements, with readability and visual hierarchy considered throughout the interface.
Testing and Iteration
Testing and Iteration
In high-fidelity testing, one participant interpreted the three steps on the landing page as clickable cards. The numbered elements used a similar colour treatment to interactive buttons elsewhere in the interface, creating a misleading affordance.
In high-fidelity testing, one participant interpreted the three steps on the landing page as clickable cards. The numbered elements used a similar colour treatment to interactive buttons elsewhere in the interface, creating a misleading affordance.
In high-fidelity testing, one participant interpreted the three steps on the landing page as clickable cards. The numbered elements used a similar colour treatment to interactive buttons elsewhere in the interface, creating a misleading affordance.
I replaced the numbers with arrows to communicate progression rather than interaction. This small change made the purpose of the component clearer and created a more accurate visual cue.
I replaced the numbers with arrows to communicate progression rather than interaction. This small change made the purpose of the component clearer and created a more accurate visual cue.
I replaced the numbers with arrows to communicate progression rather than interaction. This small change made the purpose of the component clearer and created a more accurate visual cue.
Observed
Observed
Users interpreted the numbered cards as clickable
Why
Why
The numbers used the same visual treatment as the interactive elements elsewhere in the interface
Change
Change
I replaced the numbers with arrows to communicate progression rather than interaction
The final experience
The final experience
The final experience brings these decisions together in a flexible subscription flow, giving users control over their preferences, deliveries and subscription without requiring them to design every detail themselves.
The final experience brings these decisions together in a flexible subscription flow, giving users control over their preferences, deliveries and subscription without requiring them to design every detail themselves.
Choose your subscription
Choose your subscription
Clear subscription options make it easier to compare and choose a plan
Clear subscription options make it easier to compare and choose a plan
Make it personal
Make it personal
Users can share preferences for flowers, style, colors and allergies while leaving the final composition to the flortíst
Users can share preferences for flowers, style, colors and allergies while leaving the final composition to the flortíst
Stay in control
Stay in control
Upcoming deliveries can be managed without having to cancel or change the entire subscription.
Upcoming deliveries can be managed without having to cancel or change the entire subscription.
Reflection
Reflection
This project taught me that personalisation is not about giving users as many choices as possible. As the prototype grew, more options also introduced more complexity and made the experience harder to structure.
This project taught me that personalisation is not about giving users as many choices as possible. As the prototype grew, more options also introduced more complexity and made the experience harder to structure.
The process taught me to prioritise the choices that genuinely support users and simplify those that do not. If I continued the project, I would define the core functionality earlier and explore more scenarios around managing an active subscription.
The process taught me to prioritise the choices that genuinely support users and simplify those that do not. If I continued the project, I would define the core functionality earlier and explore more scenarios around managing an active subscription.