Andrew Nguyen, Lauren Humphries
Three week-long sprints
Annotated wireframes, clickable prototype, site map, user flows, user research reports
Wedmony is a wedding planning platform that offers a bridal community for women to connect and share their experiences during different stages of the wedding planning process. Our client Christina had a mission to connect millennial brides and make wedding planning less stressful by focusing on actionable inspiration and community.
Wedmony is an inspiration platform. By connecting images to vendors, brides can get valuable information about vendors.
Brides can also connect with the original poster and ask any questions, especially if they’re related to DIY items.
A marketplace would let married women sell wedding items like decorations to current brides who may find use for them.
Our client looked to us to identify opportunities and further develop Wedmony’s unique position in a saturated marketplace.
A 2014 study by the Knot showed weddings are getting more expensive, but guest lists are getting smaller. Brides are willing to spend more for more meaningful and intimate weddings.
“Couples are focusing on creating an amazing guest experience and reception details, including finding unique venues to reflect their personality.” — Rebecca Dolgin, editor-in-chief of The Knot
We also spoke with a wedding planner and a wedding vendor, both of whom emphasized that every couple wants their wedding to represent them.
“Not every vendor is good for every client. I typically give my clients a couple of options and they choose the vendor they connect with the most.” — Margaret, wedding planner
We turned to user research to understand how brides plan their weddings and identify their goals and frustrations. Through these interviews, we learned:
“It’s important that our wedding feels authentic to the things we care about.” — Kate
“I always asked friends and family if I didn’t know how to proceed.” — Kayla
“Whatever budget you have, add 20%. Seeing my final budget, what I could afford was not what I thought.” — Judy
“For example, it’s frustrating to talk to DJs, because I have no idea how they'll actually DJ the wedding.” — Vittoria
Many brides used this site as a starting point to discover venues.
Users also felt this site only featured cookie-cutter weddings that didn’t excite them
Borrowed & Blue connects couples to vendors and features all kinds of weddings to create an inclusive experience.
Our research revealed millennials care about finding the right venues and vendors to create an experience that represents their values and personality.
Our client wanted to engage former brides through a resale marketplace, but we couldn’t validate it with the research we’d done. We identified a different need for all our users: finding vendors and venues without being too stressed. By addressing this need, we believed we could bring the most value to Wedmony.
Millennial brides need a digital tool to find vendors and venues that align with their personality and values.
To address this problem, we came up with four design principles to keep brides excited in their wedding planning by helping them visualize their wedding.
Show personalized information so users find it helpful.
Make everyone feel welcome with the right content.
Communicate clearly and remember users’ preferences.
Make it a joyful occasion in language and form.
Each of our four concepts helped us understand our users better. Read below for details about each concept and what we learned from them.
I wanted to learn how many questions it took for users to feel comfortable that the system understands their preferences.
Users wanted to see more images because they knew descriptors like “vintage” and “rustic” meant different things to people. They felt images were more effective for communicating preferences and keeping them engaged.
This concept matches current brides to former brides with similar preferences and displays the vendors used for the wedding. I wanted to identify the ideal interaction between brides on this platform.
Our users found this feature helpful, and they also wanted to see why these brides were recommended to them. They needed a reason to trust the system’s recommendations.
We wanted to test the impact of looking at details of multiple options at once. If validated, we also wanted to figure out which details were important to compare.
Users loved this concept, especially its visual layout. They imagined using this feature to compare prices and choose a final vendor.
We used this concept to learn what users need to know about venues and vendors to feel confident about them.
Seeing undoctored photos from real people helped them visualize their own wedding.
Brides need to visualize their wedding to be confident about their venue and vendors. Talking to former brides and comparing several options help them feel more confident about their choices.
We converged our concepts and considered content more carefully, making sure to include budget information.
After several rounds of iteration, I was confident we’d created a platform to help couples find venues and vendors.
The wedding industry is so large that we couldn’t address everything we wanted in three weeks. We gave Christina a list of recommendations we felt would help her achieve her business goals.
Mobile apps are helpful for discovering options on the go.
We recommended image-based card sorting to identify how the platform can be both relevant and inclusive.
As Wedmony becomes a planning platform, we recommended further developing the timeline and adding a budgeting feature within it.
By addressing these considerations, Wedmony will streamline the wedding process and create opportunities for current brides to leave an impact for future brides.
Our team had tackled a large domain, but I learned how to scope down to a narrow problem by collaborating with our client. We had many directions we could go, and it was helpful to get client feedback so we could design a product that fit her goals the best. I learned to use client meetings to identify how we could provide the most value.
I also learned to look at other competitors to look for design opportunities and learn design patterns. There is a lot to learn from indirect competitors, and I used them to create better designs that addressed our users’ needs.