Bouquet Toss

Bouquet Toss

Responsive Website Design

Team Members:

Miranda Shilati

Project Manager, Scrum Master, UX Designer

Diana Payumo  UX Designer

Overview 

With the average cost of your typical 100-150 guest, open bar, DJ'd wedding in the US landing around $35,000.00 and the average income for newlyweds being $76,000.00, couples paying for their own wedding are placing a large investment on a one-day celebration.

Through user research, we found there's a need for an easy to use, safe platform to alleviate cost and reduce excess waste when buying decor and bridal attire. 

Research

Two target user groups were identified (buyers and sellers). Screeners were then deployed to categorize qualifying participants into each of the user groups. In order to qualify, the participants had to have been married, or be getting married within the past two years or in the next year, respectively. We reached out to personal network contacts and interviewed a total of 12 individuals from 12 couples ranging in age from 28-31; their relationships were a combination of same-sex and straight couples and they were from locations all across the US.

"I have so many things sitting in boxes in my parents' basement. It seems wasteful to throw away, but I'll never need 50 vases and 25 table card holders. I just don't have the time to photograph and sell them either."

"We're trying to be mindful of our budget, but I definitely feel there is a markup on anything labeled wedding."

"I was open to buying things secondhand, but my biggest concern was with knowing the quality of what I was getting."

Primary Persona
Jennifer Stevenson, 27 | "The First Time Bride"
South Carolina
Recruiter for Financial Services Company
Income: $42,000
Needs
  • Needs her wedding to feel high end, but be budget-friendly 
  • Needs to be able to accommodate 150 guests
Goals
  • Wants to create a memorable and fun experience for her wedding guests
  • Hopes to have enough money saved in the next year to put a downpayment on a home with her husband
Pain Points
  • The inflated cost of anything labeled a "wedding" product
  • Hidden fees when making bookings for her wedding
  • Maintaining a consistent style and quality aesthetic while trying to cut costs and remain budget conscious
User Journey Map Jennifer.png
Secondary Persona
Leila Hernandez, 29 | "The Cost-Conscious Newlywed"
New Jersey
Digital Advertising
Income: $56,000
Needs
  • Needs to find a responsible/eco-friendly way to dispose of all the left-over decorations from her wedding
Goals
  • To save money to do some work around the house
  • Would like to start a family in the next year
Pain Points
  • She has a lot of clutter left over from the wedding and it's taking up space in her home
  • Doesn't have the time to figure out how she should sell her extra items
Insights

1

Wedding products and services come with a markup

2

Couples researched on mobile, made purchases on desktop

Quality is a

concern when buying secondhand

3

4

Secondhand sites like Thredup and TheRealReal are more trusted because they ensure quality and seem credible

5

It's common to have excess 
decorative items left over after the wedding

6

Selling items is a lengthy process that couples don't want to devote time to
Designs / Wireframing
We focused the design process on two aspects of the site:
1) the shopping/buying experience
2) onboarding experience for sellers
We began by doing a timed design studio, 3 rounds of 1:00 sketches to quickly wireframe our site layout and landed on the below images as our starting point.
Onboarding

For the onboarding experience, we wanted to make sure it was easy to read through but informative enough that the user felt they had a good understanding of the process after reading it.

We landed on a series of screens containing captioned illustrations to simply explain the process while also creating a delightful experience for the user.

Usability Testing

We conducted two rounds of usability testing on four users each round. The three main tasks essential to the function of the business that we wanted to ensure were intuitive for the user were:

  1. Creating an account

  2. Purchasing items

  3. Selling their items

After the first round of testing, we discovered a glaring issue with the selling process; users couldn't figure out how to begin the process based on the nomenclature we were using on the CTA.

Initial Design:

The initial CTA in the Account page was labeled "Request Shipping Label" but to any first-timer using the site, there was no clear indication why you would need a shipping label, and to compound the problem, the color of the button didn't draw enough attention to it to even be recognized as a CTA. 

We finally landed on a pink CTA labeled "Sell Items." When clicked, it launches the onboarding to how to sell your items (which can be read through or exited at any stage of the process). In the second round of testing, we saw drastic improvements in the user 's ability to locate the CTA and begin the process of selling items. 

Second Round Design:
Post-Test Survey

By the second round of testing, we saw an overall improvement in every score and felt that from here, we could proceed to next steps and address the visual design aesthetic.

Post-Test Questionnaire Comparison
Statement
Rounds & Scores
  Round 1   |   Round 2
Visual Design and Iteration

After two rounds of testing and redesigning the site, we felt we had a strong understanding of what was working, and where the pain points were with the users. With the navigation structure established, the colors and visual aesthetics were reassessed. Paying attention to bridal and high-end website trends, we made the decision to re-color the site to predominantly neutral tones with one accent color. We also redesigned the placement of the main navigation from the side panel to the top of the site. Knowing that the organization of the navigation within the site is clear, we felt it would only help in moving it to the top of the page to keep it consistent with more e-commerce sites. 

Next Steps

Designing for the mobile space:

Our research indicated that most user's first experience when browsing to shop was on a mobile device. However, when they would actually make a purchase, they would do it on their desktop. With that information, we focused on the execution of the desktop, but want to make sure our mobile experience is just as delightful for users, in order to make sure they come back to the site to make their purchases.

 

A navigational study for the architecture of the mobile design has already been completed. With this information, the next steps would be to test an MVP of the mobile site navigation before continuing to build out the visual design of the entire experience.