Heuristic Evaluation

I conducted a heuristic evaluation using industry-standard usability guidelines. The site scored lowest in:

• Navigation & Information Architecture – Users struggled to find key details.
• Forms & Data Entry – Inquiry forms were lengthy and frustrating.
• Page Layout & Visual Design – The aesthetic did not align with a luxury brand.

Usability Testing

Five-Second Impression Test:

• Objective: Assess first impressions of the homepage.
• Findings: Users were unclear about the business model, often assuming it was an e-commerce site.

Talk-outloud Test:

• Objective: Evaluate how users inquire about floral services.
• Findings: The inquiry form was too complex, discouraging potential clients. The rentals section was appropriately understood but lacked essential details.

**pictures - form photo with drawn problems

Wireframing & Prototyping

Low-Fidelity Wireframes: Laying the Foundation

To establish the core structure of the redesigned site, I created low-fidelity wireframes that mapped out key elements, navigation flow, and content hierarchy. The focus at this stage was to ensure a seamless user experience, refining the layout before adding visual details.

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High-Fidelity Prototypes: Bringing the Vision to Life

Once the wireframes were approved, I developed high-fidelity prototypes that incorporated:

• Sydney’s refined brand aesthetic (luxurious, earthy, bespoke)
• Typography and color schemes chosen to reflect Merci Floral’s elegance
• Planned animations and interactions to enhance user engagement

These prototypes provided a realistic preview of the final design, allowing Sydney and potential users to interact with the site before development.

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User Feedback & Iteration

Prototypes were tested with Sydney and a select group of potential clients, including brides-to-be and event planners. Feedback highlighted areas for refinement, leading to:

• A more intuitive inquiry form with progressive disclosure
• Improved visual hierarchy for key service sections
• Subtle UI animations to enhance the browsing experience

By prioritizing real user insights, the design evolved into a polished, user-friendly experience that seamlessly aligned with Merci Floral’s brand identity.

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The design phase focused on integrating Merci Floral’s artistic content into the established wireframe, ensuring both aesthetic appeal and functional clarity.

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Showcasing Sydney’s Work: A Portfolio-Driven Approach

Sydney’s floral artistry was central to the brand, so selecting the right imagery was crucial:

• A hero image of a signature floral installation set the tone on the homepage.
• A gallery-style layout showcased featured weddings, event installations, and rentals.
• Strategic content placement created a visual journey, guiding users from inspiration to inquiry.

Color Palette: High-End Luxury Meets Earthy Elegance

To balance opulence with natural beauty, I curated a neutral yet romantic color scheme:

• Soft, muted backgrounds allowed floral images to remain the focal point.
• Delicate accent colors added depth and warmth to the design.

Typography & Logo: Refining the Brand’s Digital Presence

Sydney had a specific font in mind that resonated with Merci Floral’s identity. After refinement, we finalized:

• Typography: A custom, swirling script for the main headers, evoking sophistication.
• Logo: A minimalist yet elegant design incorporating subtle floral elements, ensuring brand consistency across the website, social media, and print materials.

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