The wedding planner allowed customers to assemble multiple outfits, manage their wedding party, and provide easy payment options for the group.
In 2016, INDOCHINO was capturing the wedding industry with various offers and promotions. After receiving and gathering customer feedback, it was apparent that there was a need for customers to assemble their parties outfits, manage communication and payments online.
Customer desired outcomes
1. Assemble and customize the groups outfits
2. Pay for other peoples outfits (full or partial)
3. Communication and reminder tools
After researching and analysing several competitive wizards and tools used to assemble outfits, our team identified and prioritized opportunities to improve the effectiveness of a web channel that would be easy for the customer and increase conversions:
• Provide a clear and concise explanation of the process
• Understand wedding dates and timelines to set expectations
• Offer customers full control of the outfit’s look and customizations
• Allow customers communicate and monitor the wedding party’s status
• Allow customers to pay for other outfits in full or partial
After weeks of exploration, wireframing, feedback, reviews and critique sessions, our team finalized our Wedding Planner customer flow:
Mockup and prototype
We mocked up several screens of the wizard and usability tested the designs with a mix of customers and support agents, gathering feedback and insights to improve usability, function and messaging.
This modal pops up before the customer begins their journey. It sets customers expectations and lays out the wedding planner process.
The wedding calendar had 2 purposes. Allowed the business to know when the customer needed their suits and lets the customer know if their wedding date was within the timeline it takes to build a custom suit with any required alterations. If the date was “too close for comfort” we’d recommend to call customer support or visit a nearby showroom.
These steps allowed customers to see popular themes of wedding outfits or have customers create their own custom look. It allowed customers to create and customize outfits for themselves, groomsmen, best man, etc...
Party details and dashboard
This final step had customers fill in their wedding parties' names and emails to send a notification to the group to assemble and pay for their outfits. An email was sent to each party member and contained a url that navigated them to a private dashboard to communicate and pay for their outfits.
• 80% customer completion rate
• Doubled the amount of new user signups from the previous year
• 50% year over year engagement
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