Bridal Experience
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A couture bridal shop hoped to refresh their website and improve usability.
The goal was to design a refined, user-friendly site grounded in research, one that truly represented the elegance of the brand. As my first UX project, it was a deep dive into new territory.
Role
UX Design Lead
Tools
Figma, Miro, WordPress
Project Timeline
1 Month
The process
Conducted stakeholder and user interviews, heuristic evaluation, and Google Analytics review of the existing site. These methods gave me a solid understanding of the company, its users, and the bridal industry, ensuring the redesign was grounded in evidence not assumptions.
Explored multiple ideas through sketching, information architecture, and wireframing. Focused on giving users clearer information and easier ways to find it, while also creating a design that pops. Key directions included simpler access to information and real brides wearing the dresses.
Developed both low- and high-fidelity prototypes, testing and refining the structure and flow. Final designs introduced a clean, visual style with a clearer bridal collection page and simplified stockist experience.
Read more about the process
To understand the company, its users, and the bridal industry, I began with a mix of methods: stakeholder and user interviews, secondary research, heuristic evaluation, usability testing, and Google Analytics.
- Analytics revealed: how visitors were actually using the site, including key traffic sources, devices, and browsing behaviour.
- Interviews with brides highlighted their expectations, frustrations, and the reality of their wedding dress search, providing valuable qualitative insight.
I brought findings together through affinity mapping, personas, and a user journey map to highlight pain points and opportunities. Key issues emerged: brides struggled to find price information, wanted relatable imagery of real brides, and lacked clarity on the buying process. I also carried out a heuristic evaluation using Nielsen Norman’s 10 usability heuristics to identify early usability issues. This gave me a critical framework for prioritising improvements and helped shape a clear point of view: create a website where brides can easily browse collections and find answers to their most important questions.
From there, I explored solutions through sketching, information architecture, and low-fidelity wireframes. My focus was on reducing information overload, making pricing visible, improving content clarity, and creating a design that felt more engaging. User feedback guided several directions — simpler access to real brides wearing dresses, clearer guidance on the shopping process, and features like a “more like this” option to support browsing. These insights directly informed my design iterations.
I developed both low- and high-fidelity prototypes in Figma, refining the design through feedback and usability testing. The final high-fidelity designs introduced a refreshed visual style, a more intuitive bridal collection page, and a simplified stockist experience, making it easier for brides to locate boutiques, understand how to book appointments, and access practical details.
This project gave me hands-on experience with the full UX process, from research through to prototyping and testing. It strengthened my skills in evidence-based design, prioritisation, and iteration. Looking back, I recognise areas to improve — such as project pacing and documentation — but working with a real client was incredibly rewarding and taught me the value of user-centred design in practice. As Don Norman said: “It is only through failure that we learn. People learn best from experiencing the consequences of failed actions.”