OneWed.com - New Website Launch!
Responsibilities: product design/branding, web design/ui/ux/look & feel, front end dev, copy
Our OneWed V3 relaunch was more of a product design win than a UI design win. Being a startup, we wanted to re-imagine the product, but we wanted to get it out the door as soon as possible. Now that it’s out, I have a million things I want to change to make the brand promise more clear, and to make navigating the site easier and more enjoyable.
Having said that, the product design win set the foundation for a hugely improved product.
When we acquired OneWed, it was a site with a ton of traffic, few repeat users and a severely outdated design. Relaunch V2 was basically a design clean-up, but it was kind of like putting lipstick on a pig. The site suffered from feature glut, a weak brand promise and little to no connection between different aspects of the site.
I joined the project and worked with our CEO/marketing guy and our lead/only engineer to re-imagine the site. We took stock of what assets we had, tried to better understand what our target audience actually wanted, and looked for the intersection of the two.
As a result, we lopped off an entire arm of the site (the wedding planning tools) and reworked the information architecture and gave the site yet another visual makeover.
What we ended up with was a site that still had quite a few features, but now they all make sense with and support each other. Our new brand promise is “actionable inspiration” - a place where nearlyweds can go during the wedding planning phase to find photos, products and vendors that will help them get inspired as well as shop and book for the wedding.
As said, now that the site’s up, it seems clear to me what mistakes I made (and fortunately, how to fix them). Right now, my main goal is to make our brand promise and what the site actually does a LOT clearer, as well as make navigating the site easier and more fun.
If I were to point out what we could have done better, I would say that we designed for features we haven’t released yet. Looking at photos to find local vendors you want to hire is a brilliant idea - but it’s useless if you can’t search by your location. There’s a few issues like that.
Most of all, I think we need to improve our conversion funnel. We want to help people shop for products and book vendors using photo inspiration, but we just don’t make it easy right now. That’s what I’m working on right now.
And so it goes in the startup world!