Project: Kelly Faetanini
My Roles: UX Researcher, Designer
Platform: Mobile, Web
Overview: A bridal designer seeks to grow brand recognition among engaged women in the US. Who are her customers? How do they find her dresses? A hybrid study that included remote interviews as well as observing customer behavior in retail stores lead to a product page redesign.
Problem: The #1 concern for brides is how does the dress fit their body.
Solution: Most brides went to the main website to research the brand after discovering the dress through an influencer campaign, press article or bridal shop. The average number of visits before a bride choosing a dress is 2-3. While some brides have taken up to 10 visits as they make sure their purchase will look good on social media. To facilitate confidence in the brand, we incorporated a variety of body shapes in our photos. I included videos to highlight the gown’s movement. To give a sense of proportion for customers used to researching all major purchases online before making a purchase, the model’s height and dress size was included. Customers were delighted to learn about affordable dress customizations to add coverage or reduce volume. This allowed the customer to get a custom dress within their budget.
Mobile Product Page
87% of customers were using mobile so we optimized for easy navigation, product discovery and clearer CTA. The new design increased time on page and reduced bounce rates.