Brideside

Overview:

Brideside is an eCommerce platform specializing in women’s formalwear. They focus mainly on bridesmaids dresses, with a goal of making the dress selection process convenient, stress-free, and fun. Not only can brides go to Brideside HQ for a fully catered bridesmaid dress trying on experience (complete with champagne and snacks), but they can also have bridesmaids order different dresses for home try-on.

Project Brief:

Brideside faced a challenge in communicating both their digital and in-home offerings to their customers in a compelling way. They needed to re-think their brand, which would in turn help them communicate their offerings in a more streamlined way.

Project Objectives:

Brideside needed help evaluating their brand offerings and refining the overall user experience of their platform. More specifically, they needed to:

  • Dramatically improve conversion rate (the percentage of customers who sign up and transact)

  • Clearly convey their unique value proposition and concierge-driven service offering to our customers

  • Convey a uniquely differentiated and highly credible brand that is best in class in service, style, and customer experience

  • Create a differentiated and seamless online customer experience through thoughtful UI design

Role:

Product Designer

Timeline:

July 2016 - September 2016

Methods:

Landscape analysis, competitive analysis, service mapping, user journeys

Practices:

UX/UI Design

Tools:

Pen & paper, Sketch, InVision


Landscape + Competitive Analysis

Brideside was a fun project because we got to pitch our services to them instead of them coming to us. However, this meant that we had to do a lot of legwork at the outset to capture their attention. Conducting a thorough analysis of the current digital retail landscape proved crucial to doing so.

Focusing on direct competitors as well as leaders in the digital retail space allowed us determine the best practices for a digital retail offering. This in turn allowed us to suss out how Brideside can situate themselves on a visual and structural level.

Our war room during landscape and competitive analysis

Our war room during landscape and competitive analysis

Digital Strategy

In 2016, merging an e-commerce platform with a concierge experience was just starting to become the new service trend for retail spaces. We knew that mixing the digital and physical would be a challenge, but by focusing first on setting the stage for success in their website, we could set the groundwork for success in the physical products and spaces that customers interact with.


Service Design

Brideside’s most obvious benchmark was Warby Parker who pioneered the home try-on experience. Mapping out their service experience and then presenting that to Brideside was important in communicating how crucial service design is to a success.

By initially leaving Brideside’s service map open and not allowing the client to arbitrarily fill it out , we gave us the breathing room to research how best to serve the Brideside customer. This was crucial in allowing us to determine where Brideside could interact with their customers versus merely conducting a transaction.

Warby Parker’s service blueprint juxtaposing Brideside’s service opportunity

Warby Parker’s service blueprint juxtaposing Brideside’s service opportunity

Artboard 1.png

UX/UI

After testing various style tiles and landing on a potential color palette and typography, we broke down each section into week-long sprints. On Mondays we would start off by breaking down the section even further, establishing the interactions and flows that would need to take place.

A breakdown of the product detail page

A breakdown of the product detail page

We ensured that each team member (there were four total) started off the week on their own in order to explore their own take on the designated section. This would give us options to test more quickly and land at the best design as quickly as possible.

Testing & Iteration

Every sprint involved user testing with peers, as well as some guerrilla testing in public spaces with strangers. Since Brideside is ultimately a retail experience, we did not want to limit testing to brides or bridesmaids.

Three iterations of the Brideside homepage

Three iterations of the Brideside homepage