I conducted an competitive audit between the websites of three main competitors: Bouqs, UrbanStems, and 1-800-Flowers.

Main takeaways:

• 0/3 competitors claim to connect users with small or local businesses.

• 1/3 competitors offered same day delivery of flowers.

• Overall, the sites with more negative space were the easiest and most intuitive to navigate.

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Research Questions:

1. How long does it take for a user to select and order a bouquet in the app?

2. Are users able to successfully order the bouquet they want?

3. What can we learn from the steps users took to order a bouquet?

4. Are there parts of the bouquet ordering process where users are getting stuck?

5. Is the payment process easy for customers?

Summary of Findings and Solutions:

1. Users prefer to have multiple sorting categories available (shown by 3/5 users attempting to sort by different categories). Solution: move forward with plans to sort by category.

2. Users thought the location changing feature should be easier to find (2 participants stated that they were unable to change the location, and 2 other participants did not attempt to find the location change feature at all). Solution: change icon for location changing feature.

3. Users would like to be able to sort by florist (3/5 users attempted to do this but it was not an option). Solution: add a sorting option to look at bouquets from one florist at a time.