Cicada Bridal
My Role: UX Researcher & Designer
Tools: Sketch, Invision, Zeplin
Deliverables: High fidelity web mockup & style guide
About Cicada Bridal
Cicada Bridal is a bridal boutique located in Seattle, WA that specializes in handmade gowns. Their unique designs blend vintage details and fine fabrics that are customized for each bride. Embracing a commitment to sustainability, Cicada Bridal employs sustainable practices and uses ethically-sourced materials.
The Problem
Currently, the Cicada Bridal website is unorganized and confusing to navigate. The current site lacks basic structure which makes it difficult for users to navigate and browse different styles. I wanted to discover the process that brides experience when shopping for a dress online. After gaining insights from users and data, I aimed to improve the functionality of the Cicada Bridal website.
Research
Contextual Inquiry & Task Analysis
I initiated the research process by engaging with a pool of 5 participants, each possessing experience in either personally navigating the process of searching for bridal dresses online, or assisting others searching for bridal dresses online. The participants were tasked to simulate purchasing a bridal dress online for themselves, first starting with a range of a few popular online bridal boutiques, then comparing their experience with Cicada Bridal. The purpose of this exercise was to identify patterns in the participants’ interactions, behaviors and thoughts as they go through the experience of choosing a bridal dress online.
Through comparing popular online bridal boutiques and Cicada Bridal’s website I identified features that most participants used, their goals that were voiced while navigating the sites, and pain points that were experienced during the process.
Main takeaways
Behaviors
Filters dresses by style
Uses sidebar navigation to add more filters and browse other styles
Adds preferred dresses to a ‘wishlist’ or ‘saved’ preference
Goals
Wants to know fabric details and sizing information + lots of images
Shipping information is important
Booking an appointment for in-person consultation
Pain points experienced from Cicada Bridal
Lack of detail on product descriptions
Confused about drop down menu- too many categories to choose from
No way to customize/refine search
Pain Points Identified
Header
Upon entering the Cicada Bridal website, users typically navigated to the 'Collections' tab in the header. Feedback from users highlighted a challenge in deciphering the content of each navigation title solely from its label, as the titles lacked clarity in conveying their respective contents.
Product Listing Page
Upon choosing a category to explore, users found themselves scrolling through multiple pages to access all available styles within that category. Unfortunately, the lack of customization options meant users were unable to tailor their search based on factors such as fabric type, length, price, and other valuable insights that they prioritize.
Product Description Page
While the product description page did include essential details such as price, a dress description, and options for quantity and size, insights from my user research sessions revealed that a substantial number of users expressed a preference for more comprehensive information. This desire for additional details becomes especially relevant when contemplating the purchase of higher-priced item like a bridal dress.
User Personas
Following an in-depth collection of user interviews and task analyses, I developed two user personas that encapsulate the primary audience of Cicada Bridal. This strategic approach helped me to focus on specific features that align with the identified user needs and preferences.
Stella
Stella is a dedicated program manager located in Seattle, WA. She is on a quest to discover the ideal dress for her wedding. Balancing a hectic schedule, she opts for online browsing to streamline the process and reserves in-person visits to the boutique to ensure the right fit and necessary alterations.
Needs
See all available styles
Ability to customize search options
Add dresses to wishlist
Book in-person appointment
Quotes
“Trying on dresses is important since I want it to fit perfectly”
“I don’t mind paying extra for my ideal dress if it has all the features I want”
Problem statement
Stella needs a way to efficiently browse bridal dresses online and schedule appointments, all without compromising her preferences and time constraints.
Jasmin
Residing in Burbank, CA, Jasmin is a dedicated professional working at an animation studio. As she prepares for her upcoming nuptials, a more intimate affair surrounded by close family, Jasmin is on the lookout for a distinctive wedding dress to complement the occasion. Given her busy schedule, she leans towards the convenience of online shopping and plans to secure her ideal wedding gown through online channels.
Needs
Lots of product images
Descriptions of fabric, sizing and colors
Shipping information
Ability to customize search options
Quotes
“Shipping information is super important because my dress has to arrive in time before the wedding”
“I need to know everything I can about the dress so I know what to expect”
Problem statement
Jasmin needs a way to discover a bridal dress that aligns with all her requirements, considering her exclusive reliance online for this significant purchase.
Design Solution
Based on the user personas, I conceptualized a fresh design approach for Cicada Bridal. This involved a comprehensive restructuring of the information architecture, integration of user-desired features such as detailed descriptions and shipping information, and the implementation of functionalities like appointment booking. Furthermore, I enhanced the overall user interface to ensure a more intuitive and visually appealing website experience.
Style Guide
I drew inspiration from the existing Cicada Bridal website to craft an elevated, vibrant color palette. Given the absence of a defined color scheme, I built upon the subtle pink tones and infused lively peachy hues to fashion a contemporary aesthetic.
Meta Header
Recognizing the user confusion stemming from the original navigation, I created a structured meta header. This header seamlessly organizes sections based on user-identified search preferences, categorizing them into distinct sections such as style, fabric, and neckline.
Original Design
Proposed Design
Search Customization
In response to the absence of customization options on the product listing page, I curated user-preferred search parameters gathered from user research sessions. Subsequently, I implemented an intuitive side panel filter. This feature encourages users to precisely refine their searches, with preferences such as styles, along with advanced filters like size, color, price, fabric, and more.
Original Design
Proposed Design
Product Details
The initial product description page included essential details like price, dress description, quantity, and size options. Through research, I identified a user preference for more comprehensive information, particularly when contemplating higher-priced items.
I enriched the page by incorporating additional crucial details such as shipping information, multiple high-quality images, and a size guide—features consistently deemed valuable by a majority of users.
Original Design
Proposed Design
Conclusion
In terms of next steps, given additional time dedicated to this project, I plan to conduct user testing on the iterated designs. By comparing the outcomes with the original design, I aim to gain insights into the effectiveness of the new iterations. This process will provide a clear understanding of whether these designs successfully satisfy users and enable them to achieve their intended goals.
In summary, this project helped me realize the significance of understanding users' genuine needs, including their values, goals, and pain points when seeking wedding dresses online. By incorporating these insights into the redesigned user interface, I learned to deliver an enhanced experience that aligns more closely with users' preferences.