UX Case Study
October - December, 2021
(Revised July 2022)

Posy makes users feel confident and educated when ordering gifts, plants, and flowers.


Sole UX / UI Designer

Tools used

Adobe Illusrator
3 phone screens showing Posy App UI


Some people struggle with getting flowers as a gift. Many florist websites are difficult to use and provide little education for the layperson.


I wanted to design an app that’s easy for everyone to use, even if they don't know anything about flowers, and makes them feel confident about their gift choices.

Why a florist app?

While job outlooks for florists are trending on a decline, Petal Republic says this is "largely attributed to the growth of online flower retailers and direct-to-consumer merchants." My own research into local florist shop websites showed many sites lack helpful information and are difficult to use, which could be off-putting to the casual customer. Creating a sleek, easy-to-use app could help both local and online florists expand their reach.


The percentage of growth in online flower shops from 2014-2019


Projected market for Flower and Ornamental Plants in 2024


Percentage of purchases in the U.S. floral industry involving fresh flowers

Source: Petal Republic Team. (2022, July 7). Floristry and Floriculture Industry Statistics & Trends (2022). Petal Republic. https://www.petalrepublic.com/floristry-and-floriculture-statistics/

Understanding the user

Starting the design throught process...

A hand-drawn storyboard

User journey maps to develop empathy

A user journey map

Moving on to wireframes

User Flow Diagrams & Lo-Fi Prototype

A snapshot of a low-fidelity prototype

Affinity Mapping

Gathering Feedback
I conducted research via recorded Zoom interviews, taking notes on feedback.

Organizing in Miro

Using Miro, I organized feedback into multiple categories to find themes and insights to carryover into the next iteration of the design.


  • Users want more categories to browse
  • Users want to easily find flower information before choosing
  • Users want a billing review page
  • Users want to choose a time and date more easily
  • Users want images of flowers along with descriptions
A snapshot of Miro sticky notes organizing themes

Incorporating market research into design decisions

An image of the Posy home screen with annotation describing design decisions

Hi-fidelity mockups and prototype

3 phone screens showing Posy App UI
A woman holding a phone screen showing the Flower Wiki screen
Click to View Live Prototype (Figma)

Next Steps & Accessibility Considerations


Partner with other vendors in-app such as wedding photographers, event coordinators, and more.


Add accessibility options such as language translation to make the app more accessible to all users.


Include full text or alternate-text descriptions of each image in the app to ensure everyone for those who cannot view the images.

Campbell, B., et al. Floral Marketing Fund, 2021, Increasing Demand and Satisfaction in the Floral Industry , https://floralmarketingfund.org/wp-content/uploads/2021/10/FMF-Final-Report.pdf. Accessed 25 July 2022. 
Carmody, D. P., & Lewis, M. (2006). Brain activation when hearing one's own and others' names. Brain research, 1116(1), 153–158. https://doi.org/10.1016/j.brainres.2006.07.121
Iterable. “5 Ways to Improve Mobile App Engagement.” American Marketing Association, 9 June 2021, https://www.ama.org/2021/06/09/5-ways-to-improve-mobile-app-engagement/. 
Knuth, M., et al. Floral Marketing Fund, 2021, Consumer Houseplant Purchasing Report 2021, https://floralmarketingfund.org/wp-content/uploads/2021/12/Consumer-Houseplant-Purchasing-Final-Report-2021-For-Public_compressed.pdf. Accessed 25 July 2022. 
Krug, S. (2006). Don’t Make Me Think (2nd ed.). New Riders Publishing.

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