Kusum
Designing the Holistic Mobile Application for Seamless Flower Ordering
Team Members
Duration
Tools Used
Concept
My Role
Nivedita Thakurdesai (Me)
3 Months
Figma / Figjam
Zoom
Google Suite
Flower delivery application
Drafting user stories, flows, personas
Crafting style guides
Design thinking
Wireframing & interaction design
What is the concept?
Kusum is go-to app for exploring, customizing, and delivering flowers with ease
In today’s fast-paced world, choosing the perfect flowers can be overwhelming, with endless options, fluctuating availability, and the need for personalization.
Recognizing this challenge, Kusum was designed as a smart and seamless flower delivery platform, offering customizable arrangements, real-time local availability, and tailored subscription plans to make floral gifting and decor effortless.
The Problem : Why Did We Decide to Develop This App?
Busy lifestyles, delivery barriers, and availability issues accelerating online flower shopping
Lack of time for shopping
Busy schedules make it difficult to visit florists
Issues in Remote Gifting
Sending flowers to loved ones in different cities is inconvenient
Uncertainty in Availability
Difficulty in checking flower availability complicates event planning
The Solution
Designing features for personalized floral arrangements, smart location-based availability, and flexible subscription plans
Customizable Floral Arrangements
Enabling users to create personalized bouquets for gifting, corporate needs, and events
Smart Location-Based Availability
Offering location-based florist options for seamless gifting to any address.
Tailored Subscription Plans
Providing flexible plans for gifting, corporate spaces, and event decor
Our Approach : How did we accomplish this?
Research & Design Process
Understanding the Users
User stories & user flows
User personas
Competitive analysis
Designing the app
Strategic Direction
App Information Architecture
Deciding Style guide
Prototyping
How Did We Discover What Our Users Truly Needed?
Charting User Paths to Understand Experience Gaps
How did user journeys help us understand our users better?
We Identified 3 Key Personas based on User Needs : Personal Gifting, Corporate & Event Decorating
Strategic Direction
Our Strategic Direction Focused on Design Priorities: Personalization, Simplicity, and Visual Clarity
Offer Personalized Journeys
Create tailored experiences based on user preferences, delivery locations and gifting occasions.
Provide customized plans that simplify navigation and streamline checkout, while features like a favorites album help event planners manage clients with ease.
Streamline Decision-Making
Offer clear, well-categorized options with prominent visuals.
Minimize friction in choosing and customizing bouquets, making the journey swift and enjoyable.
Prioritize Visual Impact & Clarity
Use a fresh, clean, and soft visual aesthetic with bold primary call-to-action colors.
Keep backgrounds neutral to let flower images stand out and guide user focus for higher conversion.
How was the app organized to meet the needs of three distinct user types?
App Information Architecture
Where Did We Start with the App’s Visual Design Process?
Setting the Visual Tone: Moodboard Creation
We aimed for an app look and feel that’s fresh, clean, and soft, while remaining bold and simple for easy user understanding.
The design uses 1–2 bold primary colors to highlight key call-to-actions, set against a light, minimal background to keep flower images visually prominent, drawing user attention and supporting better business visibility.
How Did We Establish a Consistent Visual Language for the App?
Establishing a Consistent Style Guide
Final Prototype
Purchasing Flower Task Flow
Flower Purchasing Task Flow
Onboarding
Onboarding
Reflection
The Agile Design Approach Helped Us Craft a Better App
Key Success
Location-based personalization created tailored, intuitive experiences for different user groups.
Distinct user journeys improved usability and engagement for personal gifters, corporate clients, and event decorators.
Scope for Improvement
Conduct more usability testing and user interviews focused on multi-location deliveries.
Improve checkout and scheduling flows for easier multi-address and last-minute orders.