BloomThat is a San Francisco based, on-demand flower delivery service that’s been brightening people’s day since 2013.
With investors including the likes of actor Ashton Kutcher, Forerunner, Rothenberg Ventures, and SherpaVentures — over the past few years they’ve slowly scaled a small regional based delivery service, nationwide.
As usual, let’s highlight the good, the bad and the noteworthy. If you want more details you can order a detailed version of this report at the end.
Coined the “uber-for-flowers” BloomThat may not be the only flower delivery app available but they’re certainly trying to be. If modernizing the flower and gift-giving experience seems superfluous with giants like 1800-Flowers and Teleflora, then leave it to a startup.
While most people may not consider sending flowers outside of birthdays or hallmark holidays, BloomThat is making a point of developing a market for sending flowers for all the moments in between.
We’d expect an app that relies on ordering and delivering a product to come with an intuitive contact feature, and BloomThat did not disappoint. It offers several options, including saving the addresses of past recipients, pulling from existing contacts, or sending straight to a mailing address.
While BloomThat has all the positive values you’d come to expect from a startup, it was a little short sighted thinking the only payment option its customers would need is Apple Pay, which is not only weird but annoying. Even though it’s unclear if this is its long-term checkout solution, it’s an arbitrary restriction for its customers, for sure.
Compared to other flower apps, BloomThat’s selection is a little sparse in some areas, which definitely makes it noteworthy.
While this may seem counterintuitive, having more options didn’t actually bother us — in fact, it was kind of nice. Since all the products it offers are all high-quality and intentionally curated, narrowing down our choices was just fine.
BloomThat has used its fresh startup mindset to create a pretty solid business model, even within a seemingly saturated market. Overall, we gave BloomThat a B+. We found it was a great app with a solid user experience (so long as you don’t mind using Apple Pay, that is.)
Author: Emily Gomez & Einar Vollset, Corresponding Author: firstname.lastname@example.org.
For each teardown we collect over 200 data points, including UX best practices, search capabilities, payment integrations as well as re-engagement tactics and social/engagement features. Each teardown includes an overall score, along with the score for each of the 20+ categories we collect data under. We then provides either video and/or slideshow content of the actual app, highlighting important parts of the app along with particularly good, bad or surprising functionality.