Challenge: Develop a mobile experience that helps users discover scotland wedding venues from the comfort of their homes
Deliverables: Strategy, User research report, Personas, Storyboards, User Journey Map, User Flow Chart, Sketches, UI, and Prototype.
Role: Product Designer
Develop a mobile experience that helps users discover scotland wedding venues from the comfort of their homes
I started the UX design process with preliminary user research to understand the current market and opportunities. I then turned to user research to understand pain points the users face, analyzed the findings and defined the main tasks the product should accomplish. I developed the concept into UI sketches and tested it with possible users. Using Figma, it was then converted into hi-fi prototypes.
Since I was unaware of the wedding venue marketing, I conducted a competitive analysis of direct and in-direct competitors to understand key demographics, gaps in the market, and opportunities.
DIRECT COMPETITOR
STRENGTHS
Lots of venue options
Guides for getting married
Honeymoon ideas
Trustworthy brand
Check availability feature
Accessibility information
WEAKNESSES
Lots of clicks needed
Pricing is not clear
No catering options
Hard to find venue details
Difficult to find photos
Not an intuitive design
DIRECT COMPETITOR
STRENGTHS
Legal information
Personal vibe
Organized design
Sample pricing available
Clear branding
Menu is easy to navigate
WEAKNESSES
Font is hard to read
Not mobile friendly
No photos of actual venue
No layout/sqft information
No catering menu
No search feature
INDIRECT COMPETITOR
STRENGTHS
Helps you keep track
Inclusive design
Photos of layout
360 tour of venues
Venue capacity information
Search by accommodations
WEAKNESSES
Not a responsive design
Not mobile friendly
Pricing is not upfront
Not an intuitive design
INDIRECT COMPETITOR
STRENGTHS
Track venues
Make a guest list
Wedding website builder
Fully responsive
Check availability feature
Reviews and photos from users
WEAKNESSES
Pricing is not upfront
Lacking accessibility information
Hard to find information
Navigation is very complicated
Inconsistent brand
To understand the key demographics within the Scotland Wedding business, I conducted a preliminary survey of those who are planning a Scotland wedding or will be in the near future. After the key demographics were determined, selected a few individuals for interviews to better understand the problem and uncover user pain points.
After analyzing the data, I created two persona to assist with communicating information gathered about the prospective end user throughout the design process.
To further stakeholder buy-in, I created two storyboards regarding the effects the new app will have on the end user.
Using the user journey map, I was able to narrow down the main flow of the app along with potential missing opportunities. This helped create a clear navigation and user flow that will be intuitive for the user.
To communicate the concept, I generated a user flow chart.
ACTION
1. Download app and search
TASK LIST
FEELINGS
IMPROVEMENT OPPORTUNITIES
ACTION
2. Filter results
TASK LIST
FEELINGS
IMPROVEMENT OPPORTUNITIES
ACTION
3. Narrow down choice
TASK LIST
FEELINGS
IMPROVEMENT OPPORTUNITIES
ACTION
4. Contact venue for availability
TASK LIST
FEELINGS
IMPROVEMENT OPPORTUNITIES
ACTION
5. Book venue
TASK LIST
FEELINGS
IMPROVEMENT OPPORTUNITIES
I sketched many options for each screen, constantly referencing the target audience, user pain points, and design objectives to create an intuitive experience that will allow users to virtually tour and reserve Scotland wedding venues from the comfort of their homes.
Based on my research insights, I prioritized three main objectives:
During this stage, I iterated on my design based on the Lo-Fi usability study findings. I discovered that there was confusion around reserving the venue and checking out, misunderstandings of what the blog post section was, and how to access the user profile. Therefore, I focused on improving the above while finalizing the UI design.
The clickable prototype was created to test and validate the design. It was very useful in understanding how real users navigate the app and I gained realistic insights on what worked well and what required further improvement. The prototype only includes the aspects that I planned to get users on.
After reaching back out to our original research participants to share the final designs, I received many compliments on the innovation of this app. Many users shared that they felt many of their pain points were successfully addressed and that they would love to use the app to plan their wedding.
Below is the results from our Hi-Fi usability study:
This UX case study was very insightful for my first project. At the beginning of this project, I found it difficult on how I was going to fit all the needed content in a way that wouldn’t be overwhelming while also being intuitive. However, I feel that starting with Lo-Fi sketches gave me the room to try different placements before investing time into creating a Hi-Fi product. Additionally, I gained valuable feedback from my usability studies that really helped ensure a great user experience.
Note: This UX study was done as a learning experience. My Scotland Wedding is not an actual company.