Wedding Dress Fantasy
Concept Project
Overview
Wedding Dress Fantasy is a division of Couture De Bride, a bridal salon in Teaneck, New Jersey. They offer a wide range of styles, colors and sizes, as well as a large selection of fully customizable wedding dresses. They specialize in providing an eclectic, alternative mix of bridal wear in addition to traditional gowns.
Opportunity
Wedding Dress Fantasy generates a lot of in-bound traffic through testimonials from various wedding blogs, yet they experienced a significant drop-off from the home page. The current look and feel of the website does not represent the quality and range of their offerings, and they want to increase their online traffic by improving their visual design.
Outcome
I visually redesigned the home page of the site by creating mockups, style tiles, and a coded prototype that simplifies navigation, displays the company's core values and mission, and visually appeals to a broader audience.
Project Details
Role: I was tasked with visually redesigning the site by creating a style tile, mockups, and a coded prototype of the home page.
Tools: Adobe Illustrator, GitHub, Sketch, Sublime Text, Sharpie Pen & Paper
Topics: Branding, Visual Design, Sketching, Mockups, HTML, CSS, JavaScript, jQuery, Prototyping in HTML, Presenting
Timeline: 1.5 weeks
Note: For the purposes of this in-class project, research and desired features were provided.
Before:
After:
Sketches
Style Tile
As I researched Wedding Dress Fantasy to understand its core mission, I discovered that what made it special was how they could make a bride's dream dress, no matter what that entailed. I decided to embrace the fantasy aspect, and incorporated variations of the pinks and golds the current site uses, but in a subtle way that complements the heart and soul of company rather than relying on them to grab attention. I selected typefaces that were unique, yet not too zany.
MOCKUPs
Using a combination of Sketch and Illustrator, I created high-fidelity mockups of the home page based off of my sketches. As I went through several iterations of the design, I employed A/B testing to see how people responded to different styles.
After going through several iterations, the design below was significantly preferred in the A/B testing.
Prototype
I hand coded a prototype of the home page in Sublime Text based off of the mockups.
Next Steps
- Calls to Action: add buttons within the hero image so that customers can more easily begin the shopping process
- Adding Pages: visually redesign the category and product pages to match the home page
- Design Your Own Gown: design a user flow detailing the process by which a bride can personalize every aspect of her gown