Seattle's authentic vintage bridal Boutique
Pretty Parlor has been located on Capitol Hill for over 15 years. It is a destination spot for special occasion decade dressing with a unique offering of bridal gowns and accessories that date as far back as the 1920’s.
Create an Online
LEYEFE enlisted my team to create an MVP prototype based on their existing mobile and web apps (not yet launched). The original product was designed without user testing and our research uncovered trust, efficiency, and language issues. Our goal was to solve these issues and outline next step priorities, enabling our client to save on development expenses and soft-launch their product this year.
Research, Wireframes, Prototype, User Interface, Visual Design
Sketch, Omnigraffle, inVision,
a bridal E-commerce
destination for Vintage
browse and customize product results
auto-schedule and confirm bridal appointments
make direct purchases online through a
seamless e-commerce experience
learn about Pretty Parlor Bridal Boutique
Original and New Website
My goal for the re-design was to educate and build trust with users. By infusing more transparency, clear and friendly language, and intuitive UI, users reported feeling more comfortable making transactions through the app. Our new prototype also produced a 30% reduction in the time it took users to complete a defined set of key MVP tasks.
TESTING THE APP
For thE FIRST TIME
Because the app was still in its pre-launch phase, the stakeholder was not yet aware of the pain points users might experience. To identify these areas, we interviewed and conducted user testing of the existing app on 12 users.
Key Flows for Testing:
Based on stakeholder interviews and our team analysis of the existing user flows, we identified the following key flows for testing with photographer users:
Confused about how the app works and its
Could not differentiate events from each other
Photographers did not know where or how to upload photos
Payment structure was unclear
Uncomfortable providing payment information
Uncomfortable collecting and giving out phone numbers
Confused by technical language
User pain points:
MEET DOMINICK BECK
Based on our findings we developed our primary persona below. During the subsequent planning and design phases, the team and I referred back to the persona to ensure we were addressing his pain points and needs.
USER FLOWS & VALUE POINTS
A SIMPLIFIED PHOTOGRAPHER FLOW
We documented the original app user flow and identified areas that provided the most value to the photographer to make sure we addressed these in our re-design.
DEFINING THE mVP
Based on our user flows and the original app, we developed a sitemap structure to help us identify exactly which screens would need to be included in our re-design. This sitemap utilized screens from the existing app.
SKETCHING OF REDESIGNS
Based on user feedback and our MVP user flows, we individually sketched our redesign solutions. We then came together to share, critique, and pull out the strongest elements to take to the whiteboard.
This process encouraged a lot of open ideating and deep discussion about what experience was best for the user. It also helped us learn from one another and strengthen our ability to defend and communicate design ideas. We flushed out all final sketches as a team before moving on to digital mockups.
REFINING & DESIGNING
WITHIN AN EXISTING BRAND
Since LEYEFE's brand colors and some basic UI elements were functional and provided to us in the original app's sketch files, we decided to maximize our time by moving straight into hi-fidelity digital mockups.
I was responsible for making improvements to the UI and fine tuning our designs by applying color, typography, hierarchy, scale, buttons, and icons consistently across all of our screens.
Designs & Prototype
We designed on-boarding screens to help users understand the app's purpose and build trust in the process. A note about the associated fee is on the second page to address users' concerns about transparency.
The original event set-up screen left many users confused because there was no differentiation between the types of information requested and no clear calls to action. The payment options were unclear and many users spent a lot of time toggling between different options unsure which one was appropriate for their event. Users did not understand the purpose of adding phone numbers at this step either. We solved a these issues by breaking down the event creation process into 3-steps with more helpful language so users feel more confident and comfortable setting up their event.
New 3-step process
A 3-STEP PROCESS
Users could not find the event they created during the initial user testing. After creating an event they landed on a "Home" screen, then had to click a list icon in the corner to find the events page. Users still had to find their events by browsing through 4 different tabs trying distinguish events by addresses. Some users gave up and selected a random event to accomplish provided tasks.
INDIVIDUAL EVENT SCREEN
We added a cover photo feature to distinguish events more easily on event listing screens like Home or Payment page. We also created an 'Event Photos' section with thumbnails allowing users to see the photos they uploaded for the event. Users can simply click '+' icon to add more photos. At the bottom of the screen, we added a "Cash out" button for immediate access to funds.
Users experienced difficulty reading and understanding the import options on the original screen due to the bright background/lack of contrast and the second description getting cut off on the screen. Our solution integrated icons for clarity, simpler language, and UI that aligned with the rest of the app. We also added a pop-up confirmation box for the email upload option.