My Wedding in Los Cabos
2017 - 2018
Role
UX and Web Designer responsible for Research, IxD, VxD, Prototyping, Web Design, and SEO Strategy
Team
Designers (1), Client’s Team (3)
Objective
Challenges
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.
The problem
Solution
In addition, I applied SEO and usability best practices to improve sites performance and organic online ranking.
Screenshot from the reviews section (Social Proof).
Outcome
After only 4 months of launching the website and marketing efforts, the following metrics increased: monthly sessions (223%), monthly users (85%), pages per session (4.6%), conversion rate (12.7%), and average duration (6 seconds). It also sold $8,000 USD from leads through the website.
After 6 months, the website ranked 1st on most related organic searches.
Background
Screenshot of the existing website.
Research
• 285 monthly sessions
• 207 monthly users
• 3.9 pages per session
• 42.11% bounce rate
• Poor site performance
• 04:03 minutes average duration
• The homepage was the most visited page
• Zero conversion rate
Content audit
• The homepage lacked compelling information
• Broken links
• No call-to-actions
• Pixelated images
• Lacked meta tags to improve SEO
• The company didn´t know where messages from the contact form were been sent to
• Average of 10 to 20 unanswered live chat requests
Competitive analysis
Screenshot from GV photographer.
Screenshot from Daniela Ortiz Photo.
User insights
What were you looking for when searching online for a wedding photographer and videographer?
• The homepage lacked compelling information
• Broken links
• No call-to-actions
• Pixelated images
• Lacked meta tags to improve SEO
• The company didn´t know where messages from the contact form were been sent to
• Average of 10 to 20 unanswered live chat requests
How did you find us?
A: Hotel referral.
Did you browse through our website before hiring us? If so, did you find useful information?
A: Yes, but the information was not clear enough so I had to call the office several times.
Users
Brides to Be
Pain points
01 Don't know if the company is real.
02 Contact someone to get a quote.
03 They don't know what to offer.
User goals
Brides to Be need to learn about the company and past experience in order to feel confident about hiring a foreign company.
Brides to Be need to view detailed pricing information in order to evaluate and consider it in their budgets.
Ideation
Design process
A paper-first approach helped me translate the sitemap into a low fidelity click-through prototype.
Visual Design and Moodboarding
The company was using only black and white, so I introduced a teal color that combines the best psychological aspects of both blue and green. Blue conveys the feeling of tranquility and calm while green elicits feelings of balance and peace.
The font Playfair Display works for large headlines and it’s often used in fashion blogs or magazines. It was a perfect fit for the type of user we were designing for.
I defined the look of the website. I wanted to convey minimalism through the use of whitespace and spacing between elements. I used a grid of 2 and 3 columns in most cases but designed a 4 column grid for edge cases.
Information Architecture on the Homepage
- • Navigation header on top with social media icons to promote engagement.
- • A hero image, so that the work showcases from the start.
- • Call-to-action button to learn more about their packages and pricing.
- • Three of the most important wedding provider websites are shown for credibility.
- • The main services are displayed with actions to view their portfolio
- • To build trust, a photo and a description of the owner is shown with a link to meet the entire team.
- • Call to action to encourage users to contact the company.
- • As part of the trust-building, real testimonials are shown with a link to view even more.
- • Towards the end of the homepage, the 3 latest weddings are shown, encouraging users to view the portfolio one more time before leaving the website.
- • Part of the new marketing strategy was to build a client base to send monthly newsletters. A signup form was connected to MailChimp.
- • The latest Instagram posts are shown to promote client engagement on social media.
- • Quick links that allow the user to keep navigating through the website or contact them directly by phone or email.
