REBEL PETAL CO.

UX Design•Branding•Mobile App Design

Google User Experience Design Course Project

OVERVIEW

Rebel Petal Co. is a floral company based in San Francisco, renowned for its innovative approach to sustainability, locally sourced fresh flowers, and educational initiatives in gardening, floral artistry, and plant upkeep. Despite being a fictional entity, Rebel Petal Co. serves as a compelling case study in designing with the user at the forefront.

The project emphasizes creating an application that prioritizes usability and ensures an intuitive and seamless user experience. By focusing on the user needs and business goals, the design effectively enhances customer satisfaction, supports the business’s sustainability efforts, and drives long-term growth.

UX Design / Branding

As the sole designer on this project, I spearheaded the brand creation of Rebel Petal Co. I wanted to ensure a cohesive visual identity that resonates with the company's values and objectives. Focusing on the brand’s mission to promote sustainability, local sourcing, and community engagement, I carefully aligned every design element with these core principles. By integrating these values into the visual identity, I crafted a brand that not only stands out aesthetically but also authentically represents Rebel Petal Co.’s goals, making meaningful connections with its audience and reinforcing its mission.

As the UX designer for this project, my approach centered on creating a seamless user experience that reflects the brand’s values. I conducted user research to understand the needs and behaviors of Rebel Petal Co.’s target audience, which informed the design of user flows and wireframes. My goal was to create an enjoyable experience that enhances user satisfaction but also drives business growth by making it effortless for customers to engage with the brand.

Logo Design Rationale:

A flower represents the core business and floral industry. The skull center reflects the brand’s identity and mission to challenge the traditional and unsustainable practices of the floral industry.

The tagline underneath the image directly communicates the brand’s mission and invites consumers to become part of the sustainability movement.

The typography is distinct and bold. I wanted a strong vintage and retro primary type that was highly legible and memorable. The secondary type is reminiscent of old-school tattoo style. It represents nonconformity and like tattoos, makes a bold statement. I think combining these two types effectively delivers the brand’s identity and sets the tone.

Brand Colors:

The colors chosen for Rebel Petal were carefully selected for accessibility and to reflect both the brand identity and industry.

I selected a deep red (#8A2E29) as a primary color as it is reminiscent of the iconic rose. This red reflects the brand’s passion for sustainability.

I also selected bold black (#000000) to represent the brand’s bold and rebellious identity. This color is highly legible, and accessible, and has historically been associated with defiance and nonconformity.

The secondary colors were selected for their floral appeal and their complementary nature to the primary colors.

The combination of these colors reflects both floral beauty and a rebellious spirit that effectively reinforces the brand’s identity.

Goals & Objectives

  • Design a mobile application that provides users with a seamless and enjoyable shopping experience.  
  • Develop a user-friendly interface that reflects the company’s brand identity, mission, and values. 
  • Showcase the diverse product offerings through an intuitive and visually appealing product and service presentation.

Problem

Rebel Petal Co., a flourishing floral company based in San Francisco, has been experiencing a surge in demand for its sustainably sourced fresh flowers and educational workshops. Their continued growth has cultivated a loyal customer base with high rate of repeat business.

As the company expands its customer base and offerings, it’s clear that there is a need to enhance the company’s online presence with a user-friendly mobile app. This app will allow customers to seamlessly browse and purchase products, make repeat orders, showcase workshops, share sustainability tips, and engage with the local community.

Research

Competitive Audit:

In order to get a better understanding of Rebel Petal Co.’s competitors, I conducted a competitive audit on other San Francisco-based florists who focus on sustainability or eco-friendly practices.

Goal:

Compare each competitor’s website assessing navigation and user experience, product/service offerings, features, and mobile responsiveness.

User Research:

In pursuit of optimizing user experience, I conducted a survey to gather insights into the preferences, behaviors and needs of our target audience: adults between the ages of 25 - 60, full-time working professionals, married or in domestic partnerships, and with an interest in environmental conservation, gardening, or home decor.

Link to User Research Plan

Key Takeaways and Insights 

  1. Purchasing Frequency: Participants estimated that they purchase flowers approximately 1-3 times a year. 
  2. Primary and Secondary Use: Flowers are primarily purchased for special occasions as gifts, and secondarily for home decor. 
  3. Important Shopping Factors: Cost, quality, and ease of ordering are important factors participants considered when shopping for flowers. 
    • 4 out of 8 participants noted that they enjoy getting tracking updates when making online purchases so they can easily monitor their order progress. 
    • 3 out of 8 participants noted that they appreciate rewards programs when shopping and are often motivated by it. 
  4. Preference for Local and Sustainable Options: Participants expressed that though they do not normally shop with sustainability in mind, they indicated a preference for doing so and would prefer to shop locally-sourced flowers.

Wireframing

Hi-fi Prototype

  • Increased the space between the “Continue” and “Back” buttons for accessibility and precision

  • Added an “Add to basket” button on product cards for user convenience

  • Increased the space between content to improve accessibility

  • Added bottom navigation for user convenience and increased user flow

  1. Users signing up for the newsletter at the bottom of the home screen will receive updates about sales, upcoming floral seasons, events and classes, and other relevant information that may prompt more frequent purchases.

  2. Two shopping categories are prioritized on the home screen representing the two reasons users purchase flowers: special occasions and home decor.

  3. Once an order is placed, the user is taken to an order confirmation screen showing all delivery information

    • Live delivery information is available on the user’s account

    • Users will receive delivery notifications when orders are out for delivery and delivered

  4. Sustainability information about each product is included.

    • A company blog is included and features articles about both sustainability and events/classes

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