Kind Verona is a San Francisco/Bay area floral company that is looking to transition as a non-profit, and redirecting services towards community service

My Role: User research, identification/analysis of product goals/strategizing; providing data interpretation of research and application towards design ideation; identifying points of strength/weakness, provide design ideation and wireframes in varying levels of fidelity, usability testing and prototyping

 

Timeline: 16 weeks

Problem

Currently, the company website does not provide any areas for their non-profit service.

Solution

Finding ways to promote Community giving back and highlighting this in their online presence

  • The company was started with the initial goal of providing affordable floral pieces for events and the founder’s vision of merging the business with a community outreach centered on providing floral arrangements in healthcare settings.

  • Designing a web base mobile with emphasis on AWARENESS of company’s mission/vision on the community outreach, EDUCATION on the impact, and INVITATION to be a part of the mission

  • Continued advocacy through visibility on varying platforms and continued growth through inspiration with stories and reflections

Understanding the impact of community outreach

I wanted to understand what the incentives were for the clients/users in being involved in the community outreach and to also understand the impact it gives to nursing facilities.

To do this, I interviewed 10 patients and staff members in nursing facilities to understand what KIND VERONA can bring, its significance and impact in their day to day lives.

 
 

FINAL PROTOTYPE

Incorporating company goals and vision, data from user research, inspiration from company comparatives and stories from staff and patients in the different healthcare settings.

  • “I ask them to change the water of my flowers a few days in a week and i re-arrange it a little bit, keeps my mind off the days and at least i’m not always just asking about medications”

    — patient who received a flower arrangement from love ones

  • “I have been here for over two months with no visitors and seeing those roses is like being out in my garden.”

    -patient quarantining in a covid unit

  • “i do not know yet when my last day in this covid zone is, I want to get out of my room and get some fresh air and see all the flowers and trees”

    • 80 year old patient recovering from surgery

I also interviewed users who are clients/future clients of the company for feedback on donating used floral centerpieces. Some important insights from those interviewed are:

  • do not want to waste the floral pieces and are open to donating

  • are happy knowing that their floral pieces will go to healthcare facilities

  • see more value in their money when their floral pieces make their events beautiful and go a longer way of making someone else’s day even after their events

The “Client” persona

35 years old; Social worker/ Bay area, Ca

story

Hello! I’m Katriz and I got engaged and got married a year and a half ago. I was a client of Kind Verona who made all my floral bouquets for myself and for my entourage. Floral bouquets made mine and my husband’s event colorful and more special and I only wish i can bring that same joy to others through these florals, So i agreed for Kind Verona to donate the floral bouquets of my entourage after my wedding.

Goals/motivation

Having my dream wedding, and spreading that love!

Pain points

planning weddings can be tough and expensive

Bringing these solutions to life 🌱

Two services sprouted from the brainstormed possible solutions/outlets for community outreach by the founder of the company. Both of these solution were done in the past by the company but not on a regular basis and not included in the website.

The design solution now moves to providing a way for clients and users to be aware of these programs and to have the option to participate in the company’s mission.

 

Inspiration from other local non-profit

I looked into other companies that are local and are providing volunteer opportunities, companies that are on a mission of giving back to the community for inspiration

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keypoints from these companies:

Visibility of advocacy

  • services including the companies advocacies are visible on landing page

Invitation to join the cause

  • provides an access for users to participate on their advocacies, be it through subscription on latest news, or through volunteer work.

tells a story

  • provides information on the companies mission and vision through advocacy stories

Design phase

highlighting Community outreach through:

Floral Arrangement Socials

  • Volunteers can join Kind Verona Staff when conducting floral arrangement social activity in various healthcare settings in the bay area

Donating used floral pieces

  • Clients of Kind Verona can donate their used floral pieces after their events and be donated to various healthcare settings in the bay area, giving these centerpieces life and extending their “floral impact”

 

Adding “COMMUNITY” extension in the main drop down menu to provide easy access for users to learn about different ways the company is giving back to the community

 

providing users an initial glimpse of a community outreach from the landing page

 

providing users with more information for each community outreach activity, the floral arrangement socials and the opportunity for current and future clients to opt in in donating their floral centerpieces

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