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Crisis in the flower market, a case study. Pt II

Applying the Design Thinking methodology

In this part, I will clarify how to apply our idea to the business market, how to arrange all the elements of our idea structuring them with the information architecture, and finishing with the visual layer, Wireframes and UI prototype.

If you want to read the Research and Synthesis of this project, go to this link: Crisis in the flower market, a case study. Pt I

Our project is to create a flower shop inside a double-decker electric bus. We want to focus on the experience of buying flowers, improving it by adding a plus, to bring the flowers closer to people.
The bus has a coffee shop where the undecided user can do a test to find out which bouquet it’s the most recommended for him or her. The packaging of the product will be 100 % recyclable maintaining the green philosophy.

Defining the business

In terms of business, street vending is the most manual and organic way to sell, which will serve to raise awareness and give flowers prominence.

Besides bringing flowers closer to people, it is a business without intermediaries, reducing the carbon footprint.

We started to do the MoSCoW to see what services to offer apart from what the market offers, to then do the business model to define the services it will offer.

Business ModelMoSCoW

Doing a focused benchmark helped us as well, enables to see our business in the market and future competition opportunities.

During the process, we dismissed the idea of making an app; in the focussed benchmark we can see that none of the florists we competed with have one, and that’s because during the interview with an expert, he said to us that an app was something people didn’t use exclusively when they buy flowers or plants.

Focused Benchmark


In this section, I’ll focus on the information architecture, the wireframing, the final prototype, and how we’ll show the project to the client.

Site Map / Flowchart

In this case, the taxonomy of the labels will be flat, with a structural menu in the upper right corner.

Site map

We have decided to create an informative One Page, which explains our services, the About us section focused on sustainability. En route to know the bus location and its next destinations, and Experience, with a brief explanation about the test you can do on the bus.

In the Flowchart, we explain the steps the user will take when entering the bus.

  1. Buying flowers: The user knows which product wants to buy. The transaction’s the normal one as in a physical store. Wait for the cue, be attended, pay and get the product.
  2. Experience: The user can reserve his experience previously on the website. At the store, the user gives the code obtained on the website. Next, he or she can take a seat, use the coffee service, and do the test to see which flower matches better with him/her.


After doing the wireframes and see how we put all the elements on the web, a constant menu on the top with a hero under it on the Home page. About us and The Experience will be divided with a two-column layout to simplify the navigation alternating text boxes and images.

Wireframes of the website

Style Guide:


Using neutral colors such as gray and white and adding green tones:

  • Green tones have healing power and are understood to be the most restful, relaxing color for the human eye to view and it is the dominant color in nature.
  • The plain white background color keeps visitors’ focus on the content or products and makes contrast with the dark grey of the typography.
  • Highlighting a section with another color to emphasize it.
UI Style Guide


  1. Montserrat is sans-serif and it will be the body, title and main font on the website.
  • Objectively, it is intelligible, full-bodied, easily adaptable to spaces of different widths, functional, practical and perfectly combinable with each other.
  • Easy to read on mobile devices and websites.

2. Anonymous Pro is unique for a monospaced font, it’s the font I will use for the logo.

  • I have chosen this font to give modernity to this traditional sector.
  • We want to approach to a younger group of clients, giving a modern font for the logo will do a twist in this old-fashioned business.


The Bus

  • It’s an electric double-decker bus.
  • Coffee shop zone (coffee + flower “personality” test)
  • One week at each location
  • A website where you will see the bus location and appoint a reservation
  • Space to know where the flowers come from
  • A test to know your personal “flower taste”
  • A recyclable, sustainable philosophy (no intermediaries)

How to integrate the circular economy into the business?

The bus has an informative space where it explains how to reuse flowers, DIY’s or how to turn flowers into lasting decorative elements.

Bloom doesn’t use intermediaries to obtain flowers. Also, the website has a sustainability section with information about the 100% recycled packaging and ideas to craft it.

Infographic of the bus and plans


As the page consists of information about the location and functioning of the bus does not include too many elements, such as buttons or links. The bus is a physical store, and it encourages you as the user to head over and try the experience of having a drink while you’re making your own flower bouquet.


Taste Test

We finally designed a Taste Test prototype for the iPads located in the shop. Users who are unsure which flowers to buy will be able to do the test, which will tell them what flowers are more convenient according to their taste.

We decided to make a detailed Customer Journey of how the shopping experience would be:

Final Customer Journey of Carolina


Future plans

Testing it with users will be the next step, putting it into action seems fine to see if our solution it’s appropriate and successful to develop as future plans.

The possible future plans for this project would be the following:

  • Test the idea with users.
  • Develop the web completely.
  • Strengthening our image on the social network
  • Collaborate with the catering sector for future business


  • By immersing myself in this project I have discovered the pain points of this sector and the number of changes that could be solved. The floral sector is not going to be able to recover easily but it is true that making changes and modernizing it can alleviate the recession.
  • We have also discovered the flower market it’s dependent and very anchored on events or Spain’s own culture, another project could be to educate people to consume flowers in other ways, for example, to decorate their homes or as a present for themselves, as it happens in other countries.
  • We’ve learned that going to a floral shop it’s an experience. This is very important in order to add value to the business, to have a good shopping experience and good advice is essential, and so on, we’ve focused on achieving this goal.

To read the first part of this Design Thinking click the link below:

Crisis in the flower market, a case study. Pt I

Remind you this project has been created together with Marta Sánchez Cavadas, Diego Mirón , César Yepes Gómez and executed remotely at the Neoland Bootcamp.

Thanks to our teachers Raúl Marín and Olga Muñoz for being there and clear our doubts.

At last, thanks for reading, if there is any doubt about this project, do not hesitate to contact me: natalianinou@gmail.com

Crisis in the flower market, a case study. Pt II was originally published in UX Planet on Medium, where people are continuing the conversation by highlighting and responding to this story.