FLOWER FUSION
Flower Fusion transforms ordinary gifting into an extraordinary emotional experience.
CASE STUDY
Problem Framing (aka The Challenge)
How might we transform flower gifting from a transaction into a meaningful, emotionally engaging moment for both sender and receiver?
Context:
Self-initiated university project where I identified a gap in emotional connection for an existing boutique gifting app.
Key Insight:
Gifting today feels automated and cold, users want to feel more emotionally involved and make recipients feel truly valued.
Flower Fusion
Role: UX/UI Designer · Researcher · Concept Developer
Tools: Figma · Illustrator · Photoshop
Timeline: August 2024
Research & Discovery
What I Did:
User Interviews (3 participants)
Competitive Analysis (Interflora,
Ferns N Petals, Flower fusion)UX Audits of gifting flows
Empathy Mapping & Personal Reflection
What I Found:
Gifting felt rushed, with limited opportunities for personalisation.
It lacked a deeper emotional and human connection.
The post-checkout experience had little emotional impact and did not leave a lasting brand impression.
Core User Problem
"I want the person to feel it’s from me — not just a random bouquet."
-Anonymous user
Design Strategy & Goals
My Design Goals:
Design a customisable gifting journey
Create features that evoke emotional responses
Differentiate with a warm, humanised experience
Emotional UX Focus:
Empathy-driven user flow
Delighters through animation and tone
Memory creation through custom content
Personalisation Features in Competitor Apps Compared to Flower Fusion
Flower Fusion’s Distinctive Value Proposition
1. SOCIAL SHARING & REACTIONS
I added a feature enabling recipients to share bouquets & personal audio/video messages on social media, amplifying joy & fostering shared celebration.
2. COLLABORATIVE GIFTING
Multiple people can contribute to a bouquet & a shared message, making group gifting more meaningful for occasions like weddings & anniversaries.
3. SEASONAL THEMES
Themed audio/video templates for holidays & special occasions to add a personalised, timely touch that deepens emotional resonance.
Concept Overview
A mobile app designed to emotionally connect gift senders and receivers.
UI Route 01
UI Route 02
Finalised Prototype
Outcome & Impact
✅ Created a concept that connected users emotionally
✅ High engagement in user testing (especially with message feature)
✅ Positive feedback on personalisation, tone, and simplicity
Scalable Design System: UI library & emotion card sets
Reflection
“This project helped me realise that UX isn't just about usability. It's about crafting emotions, telling stories, and designing how users feel.”
What I Learned:
Emotional UX requires thoughtful visual language, microcopy, and flow
Personalisation is a key emotional hook
Great products are built on great questions, not just clean UIs
Empathy-driven user flow
Delighters through animation and tone
Memory creation through custom content
