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Bridebook is a wedding planning app that simplifies the journey with tools, expert advice, and directories.
Over three years, I progressed from Junior to Lead Designer, helping transform Bridebook from a website to a popular app. I developed a style guide, refined design processes, and integrated user testing to enhance the user experience.
I also refreshed the visual identity and supported branding and marketing efforts, driving the app’s successful expansion into international markets while ensuring brand consistency.
When I joined the design team, there was no established style guide, clear workflow, or defined objectives. I worked with the team to set clear goals that would establish a functional design process, maintain a dynamic component library, and prioritise a user-centric approach.
These efforts greatly improved efficiency, enhanced communication, and fostered smoother collaboration between designers and developers.
I led the creation of a structured design process to streamline the development cycle. By introducing key stages such as user research, wireframing, and prototyping, we ensured that every design decision was informed and aligned with user needs.
This approach helped us move quickly, reduce friction, and deliver high-quality, user-centric designs.
One of my first major contributions at Bridebook was establishing a cohesive visual language and style guide. This provided consistency across the product and served as a valuable reference for current and future designers, improving efficiency. Working closely with developers, we created a Storybook and a library of reusable components, making it easier to update and scale the product as it evolved.
During my time at Bridebook, I helped establish and manage the Design Team Hub on Notion, centralizing key resources for easy access across the team. This included organising schedules, project updates, UX research, and design tools.
By implementing a shared vocabulary, setting clear naming conventions, and documenting user insights, we streamlined communication and collaboration. The hub became a cornerstone of our workflow, improving efficiency and ensuring alignment within the team.
User research had always been part of the process but was not fully integrated into the product cycle. To change this, we made user testing and research a core part of our workflow. We worked to ensure that insights from testing and surveys informed every stage of design and development.
This included creating detailed user personas, prioritizing real user data over assumptions, and advocating for both in-person and faster online testing.
By centralizing test results and educating the team on their importance, we were able to build a more user-centered approach throughout the product cycle, improving both design and functionality.
As a product team, we analysed user testing insights to better understand the actual user journey, uncovering a gap between our intended flow and users’ behaviours. This shift led us to redesign the experience, making wedding planning more intuitive and aligned with user needs.
Simultaneously, we improved the product’s visual design, which lacked consistency and mobile optimisation. Our goal was to create a cohesive, user-friendly visual identity that worked seamlessly across both web and app platforms.
Alongside the user app, we dedicated attention to improving the CMS (our B2B product). Key enhancements included showcasing supplier-shared information directly on public profiles and introducing a new financial model with premium features for suppliers. These updates allowed suppliers to manage their personal and public details, while also offering valuable analytics and insights about their profiles and competitors.
We created several landing pages, mainly driven by paid ads and organic searches, to gain insights into user behaviour and preferences. Built entirely on Webflow by the design team, this approach allowed for rapid execution while saving developer resources.
Our goals included understanding user behaviour, conducting A/B testing to optimise performance, and testing ad flows to evaluate the effectiveness of both paid and organic strategies. This iterative process was crucial in refining our marketing and user acquisition strategies.
The design team played a pivotal role in digital marketing, ensuring consistent branding across all platforms to maintain a strong and recognisable identity. We worked closely with the marketing team to understand audience preferences, creating visually engaging designs paired with compelling copy that resonated with users. This collaboration helped strengthen our brand presence and drive engagement across channels.
