Bloem – app shopping basket

An isolated project, to look at possible innovations within the basket journeys for a nursery business app, became so much more. Although this has gone no further than prototype, I think it's a great example of how zooming out of the project at hand, to examine the entire user journey and maintain a holistic view of the user experience, can lead to a healthy, honest and revealing reappraisal of where innovation is most valuable, and where simplicity is key. In the end, this has motivated a repositioning of the brand to align with the evolved experience – still a work in progress – and brought into question the value of developing the app, when desired innovations and purchase fulfilment could both be achieved online.