Responsive website redesign
User Experience Designer, Web Designer
My Wedding in Los Cabos is a photography and videography company in Los Cabos, Mexico. They needed to expand their offerings outside the only hotel they work at. Most of their customers lived in the United States and Canada, so their website was the most important channel to showcase their work and get new clients. They were not getting any leads online.
I worked with the 3 main stakeholders at the company, the owner who made the final decision, the administrator who helped with all the material needed, and finally but not least, their social media manager. She was a big help in understanding the companies business goals.
The stakeholders were very involved in the design process and wanted to participate in a lot of decisions. It was really hard to please all of them, without losing focus on the business goals, user goals, and best practices. The owner was not very convinced about the benefits of UX.
I was not able to travel from Guadalajara to Los Cabos, so the entire process had to be remote. It had its pros and cons, but it definitely made the communication slower.
The company didn't meet in person with their customers until a couple of days before their wedding, and by that time, they were usually very stressed out. Having face-to-face time with our users was complicated, so I suggested that we added a few questions in the survey they completed when signing their contract.
What were you looking for when searching online for a wedding photographer and videographer?
How did you find us?
Did they navigate to our website previous to hiring the company? If so, did you find useful information?
Yes and no, most clients had to call the office several times.
Our main users were women, but without excluding men, searching online for a wedding photographer and videographer for their special day. They can quickly compare multiple providers, so after visiting multiple websites, the information starts to become overwhelming and the decision gets more complicated. They have a budget defined, so viewing the information about their services and pricing is essential to them.
The initial scenario helped define the new SEO strategy, so I proposed link building with other wedding providers in exchange for images so they could also showcase their work. I also defined where some features could be included, such as Facebook and Google reviews, quick contact links, among others. Another important element was to define the length of their current pricing design, it was very long and complicated, so I decided to compress the information as much as possible and arrange it comprehensively.
I found this flowchart very helpful to understand which screens had to be designed, and how they interact with each other. There was a lot of internal linking to promote the navigation within the website, and some useful external links from authority websites using a target"_blank" action to keep users in our website.
At this stage, I started to place all my ideas into something more visual to prioritize the most relevant content for our users. Because of the nature of the company, I had to play around a lot with the use of high-quality portfolio images and videos. I also used these sketches to align the screens to my flowchart's proposed interactions.
With these medium-fidelity wireframes, I started defining the look of the website, I wanted to convey minimalism through the use of whitespace and spacing between elements. I also started defining the typographies that could match well together. I used a grid of 2 and 3 columns in most cases but designed a 4 column grid for certain screens.
After designing navigation using the rough sketches, I realized that there were a lot of call-to-action buttons and links missing to align with the flowchart's navigation. I also decided that not all Request a free quote button would take to the Contact Us page. For example, when viewing the portfolio, a pop-up shows up with a form, so users don't have to leave the section and keep them entertained with more past weddings.
Click on image to enlarge.
These were the results we had 4 months after we updated the website and implemented the SEO strategy, along with the company's social media manager's marketing strategies.
It is very important to define who the main point of contact will be, right from the beginning. This person should be responsible for expressing the other stakeholder's ideas and opinions. If that is not done properly, there can be a lot of misunderstandings and you end up working double.
I learned that although selling UX may be challenging because the initial process is not something tangible, if you are able to communicate its benefits properly and show results, you will end up with very happy customers that will recommend you.
Living in different regions makes the process more complex, but the most important thing is clarity and good communication. Sometimes a quick zoom call can be much more productive than the traditional emails.
I also learned that implementing an SEO strategy from the beginning plays a huge part in the information architecture and flow of any website.
I would have designed a system in which we could receive more and better feedback from users so we could keep making improvements. In the end, that's what UX is all about, iteration.