l’ efflorescence

by Ying Zhang

We believe that flower is beyond a commodity.

While conventional florists serve to feed people’s last-minute demand on special occasions, l’ efflorescence, as a novel experience itself, integrates flowers to meet people’s physio, socio, ideo ad psychological pleasure. For the physio and socio pleasure, the interior design invites people to spend time here: drink coffee, take flower lessons, shop around all the flower-related goods. By immersing in such an environment, people get to know more about flowers and maintenance strategies. In reflection, photos people post on social media share their pleasure even after the experience in l’efflorescence.

Instead of picking up and carrying the physical flowers themselves by customers, the design of cards serves as an in-store currency that represent the flowers they pick and could be used to get ingredients of making flower-related products such as flower soaps, perfumes, candles, etc, which they could make in store. In addition, one can also get a cup of drink with a card. The customer could also take cards back home as postcards to share with people.

UX Journey Map: https://docs.google.com/spreadsheets/d/1V77dwqTJZEtNYE7Fhh2FfwMeAM8LQKn0EU_KtDS0qUM/edit?usp=sharing

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Marisa Trapani February 19, 2020 - 3:15 pm

I think this is an awesome idea. I think, however, it is key to retain the elements of the experience which are unrelated to flower education/exploration specifically (ie. also serving coffee, selling gardening products) because my first reaction was simply to wonder if there is enough demand to actually learn about flowers rather than just buying them? Or, perhaps, do people enjoy the fact that they can outsource the task of bouquet making, etc? That said, I think there is always such a strong appeal of an instagram-able experience that people may be very willing to making learning about/purchasing flowers a full-blown experience if they can get a nice photo from it. But I think the cafe element at least would ensure interest.

Gabe Ziaukas February 19, 2020 - 3:28 pm

I love the idea of making the flower-buying process more engaging, and more informative. I think pushing this idea further, there might be a way to make the act of buying flowers appealing to people who want them not just for a “special occasion”. Perhaps a subscription model, or at least giving people more reason to have flowers around i.e. the benefits of buying flowers and the multiplicity of options that the consumer has with the flowers themselves (soaps, candles, decorations etc.) Flowers can be for everybody.

Su Yang February 19, 2020 - 3:33 pm

I really like the idea of turning flower shops into a more multifunctional space where people can also buy floral-scented perfumes and candles! I think the card designs are really pretty and give users something more tangible to hold onto while they’re browsing; it could potentially also be really interesting to sell these cards as gift card-esque items, where people can redeem the cards for flowers at a later date, since fresh cut flowers go bad pretty quickly. I normally think of buying flowers as something reserved for special occasions, but adding other products to the shop would incentive me to visit a lot more often (and potentially also buy flowers a lot more!).

Wanxi Yang February 19, 2020 - 5:08 pm

I love flowers, so the idea of making flowers a regular part of daily life is totally appealing to me. The experience of getting flowers can be a source of entertainment and a tool to express one’s attitude in life. Getting flowers regularly becomes related to a person’s identity. I do think the process of using the tickets is too complicated and a little bit confusing. I understand if I can use them as gifts, but why do I need the tickets if I am picking the flowers right now? It seems like an extra step in the way.

Wendy Yu February 19, 2020 - 5:40 pm

I LOVE this idea so much. I always associated flowers with positive memories, and the idea of turning these positive feelings into an experience is so creative. I think it definitely has potential to profit as a sort of Instagram pop-up idea (although far more elegant). In other words, on a given afternoon people might go on an outing to the store to take pictures, enjoy floral tea/drinks, etc. Since this seems to be heading in an experiential direction, you might also consider the possibility of hosting events or fun workshops related to flowers there (an ikebana class, art classes, etc.).

Kongyun He February 19, 2020 - 6:30 pm

This is a great idea. This new shop can provide more access and opportunities for people to enjoy flowers in creative ways. Instead of just purchasing flowers for special occasions, this store has the potential of becoming the new hang-out space where friends get together, enjoy DIY workshops and turn flowers into edible or practical products. It improves the ideo, physio and socio pleasure of a typical florists shops. Going further, the flower cards can maybe be categorized based on colors, meanings, or even cultures? The idea for the flower cards in general can be more developed.

Nynika Jhaveri February 19, 2020 - 7:47 pm

The idea of tacking flowers/florists is a super exciting one given that there really hasn’t been much innovation around the industry in the last few decades. While I like the emphasis on higher engagement through the different in-store experience, there is also potential to begin to engage other newer technologies into the actual products? The brand Fleurs De Paris (https://www.fleursdeparis.com/) that sell long-lasting flowers, are especially effective in how they are able to attract a higher-end customer, given the novelty of “eternal/everlasting” roses and especially elegant packaging and branding.

Adam Moqrane February 19, 2020 - 9:03 pm

The prospect of using an instagrammable background in conjunction with a potentially educational experience never goes amiss and I am sure that this would be welcomed by many audiences. However I think there are a lot of exciting avenues for development such as seasonal flowers that may be offered at certain times and how do consumers know when to get their favorite flowers when they are only available for a few months a year? Also having the store layout which was briefly shown through a collage in the presentation more structured to follow either color, benefits or price etc.

Malila Freeman February 19, 2020 - 10:39 pm

I think this idea is so creative and has a lot of potential. One thing that I think would help to make your model for a floral shop stick out even more from more traditional shops is to really focus on the branding of the flowers and make each one have a “personality” of sorts. I think you’ve tried to get at this a bit with the cards, but I think it could go even further. I think that by assigning human-like or relatable features to the flowers (for example, roses as soft, sweet, and sexy) people could really relate to the entire floral experience and be more likely to engage with the entire process of making or requesting floral products. With this strategy, people might be attracted to the shop with by the whimsical notion of creating things out of flowers that match up with specific personality traits.

Emily Koch February 25, 2020 - 6:54 pm

I really love this idea of an experiential flower shop. I would definitely shop here as I am a big time flower lover and think that they help with mental health. I think it could be cool to make this into some type of subscription service while allowing customers to pay as they use as well.

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