San Francisco Flower Market
Revitalizing the website
Established in 1956, the San Francisco Flower Market is a beloved historic landmark. However, its website was anything but timeless. It struggled to meet modern usability standards and failed to foster the vibrant online community the market deserves.
Our mission was clear, redesign the website to improve user experience and create a hub for floral enthusiasts, strengthening ties within the local flower industry.
Overview
Role: Designer, Researcher, Branding
Team: Kayla H. (UX Designer)
Timeline: April 2023- April 2024
Type: Web Design
What was wrong with the old site?
Imagine trying to find the market hours or vendor details, only to be lost in a maze of confusing navigation tabs. Frustrated, you give up and call the market. this was the reality for most users.
Through heuristic evaluations, comparative analysis, and user interviews, we uncovered several key challenges:
Over-Reliance on In-Person Sales:
Vendors’ reliance on face-to-face interactions limited growth.
Confusing Membership Process
Lack of clarity around membership requirements caused stress.
Finding Market Hours:
Users struggled to locate reliable, up-to-date information.
Limited Vendor Information:
The absence of detailed vendor profiles left visitors in the dark.
Poor UI Design:
Outdated visuals and confusing navigation compounded frustrations.
Now that we know the challenges, let’s talk about how we can solve them
Here’s the MVP for the website
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Enhance user experience with a clear and intuitive website structure.
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Include detailed product offerings, contact information, social media, and online purchasing options for vendors.
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Implement secure online payment processing for customer purchases.
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Have options for users to purchase and manage their badge memberships online.
Designing a New Experience
We began with low-fidelity wireframes in Figma to map out the core structure. This collaborative process allowed us to iterate quickly and align our vision with stakeholder expectations.
Home Page
About Page
Visit Us Page
Badge Page
Vendors Page
Individual Vendor Page
Armed with this feedback, we made impactful changes
Navigation: Simplified menus to prioritize essential information.
Original Site
Redesigned Site
Vendor’s information: More information on the vendors was added. Having a page dedicated to each vendor stall. With their socials, contact, hours, etc
Original Site
Redesigned Site
Membership Clarity: Streamlined and digitized the application process.
Original Site
Redesigned Site
E-Commerce: Introduced an online store for merchandise and vendor products.
Original Site
Redesigned Site
Final Design
The Impact
In March 2024, we launched the revamped website with a soft roll-out. The results speak for themselves:
Doubling Engagement: Site traffic more than doubled compared to the previous year.
New Revenue Streams: Online badge and merchandise sales opened fresh income opportunities.
Vendor Visibility: Vendor pages became the third most visited section, a critical resource for visitors and badge holders.
Website Engagement Report Comparison
Average Bounce Rate Comparison
Website
Looking Ahead
The redesign is only the beginning. Future opportunities include:
A login system for personalized user experiences.
A reservation system for the market’s loading docks.
Vendor-managed profile pages to keep content fresh and engaging.