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rethinking the bachelorette party experience.

a complete redesign of the bridesquad application.

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bridesquad:

roles
team

- ux/ui designer

- user research 

- brooke partner 

- katerina balgurina 

- lucia chavez

time spent

- 4 weeks

- nov 7th / dec 2nd, 2022 

tools

- figma

- zeplin

- keynote

- notion

- zoom

about the project


bridesquad is a smart party planning app for bridal parties with over 10,000 active users and is available on both the app store and google play store.


 

the team was given full control as to what new features we could implement through the design process, but were also specifically requested to implement these features as well…

- social booking of activities

 

- direct messaging

- a point based rewards system  

the challenge

our team was asked to test the current state of the app’s functionality and make changes to enhance optimization, along with a complete ui redesign with a predetermined style guide.
 

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design focus:

“How might we create an organized and centralized space for planning bachelorette and bridal events?”

the solution

our goal:

-to complete a full app redesign


-test and implement the features requested by the client


-find new pain points through research and build out said new features

through research (i’ll get more into that later) the team discovered these four key points to improve on or implement within bridesquad.
 

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1/4 
onboarding

the onboarding process was the first area where usability test pointed out that there could be some major improvements. users didn't understand how to connect with cashapp or venmo, or how to send invites to other users via emailed links to connect squads.

to help make this experience more pleasant, we made the language surrounding connecting the app to venmo and cashapp clearer, and made all of the essential information come first with an option to skip less important information

 

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2/4
wallet page

users found the wording to be very confusing in correlation to what their balance was, if they owed money, or if they were owed money by other users.
 

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the new wallet page features a brand new layout to promote clarity on the users balance and also a remind button to send a message to other users to remind them about payments.

we saw an immediate improvement over the original version with task success during our next round of usability testing increasing by 30% and average time on task dropping by 19 seconds.

3/4
calendar page

the calendar page was the biggest opportunity for improvement in terms of visuals. we took note of users being confused by the lack of organization in the original calendar page.

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our team opted to go for a proper calendar layout to ease with navigation of plans and to add visual structure. tapping each specific day drops down a list of plans made for that day, with an ‘add event’ button at the bottom corner of the calendar to add new plans.

 

average time completing the task of making a new event for october 18th dropped by six seconds.
 

4/4
direct messaging

this feature was a direct request of the client and was tested in our first and second rounds of usability testing. some minor changes were made between rounds for optimization.

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the addition of direct messaging was essential in making the app a centralized location for all of the needs someone planning a bachelorette trip.

getting 
some more
info...

the research side of things

user interviews

the design process wasn't able to begin until we had conducted research to understand who we were building for and what features they wanted.

 

the first step of the research process was user interviews.

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affinity map
& insights

from the feedback we received from user interviews, the team created an affinity map, and from there, we were able to build insights, some of those key insights include...

- group text is often used for group planning purposes but it is easy to lose track of messages and also lack useful features.

- people want to know what and where they are expected to be for every hour of a bachelorette trip.

- traveling with a group of people requires firm transportation planning to ensure everything stays on schedule.

- it is important that everyone in a bachelorette group can contact each other when needed.

- people feel uncomfortable when they have to follow up repeatedly for payments back.

with a deeper understanding of our users and their insights, the team had enough information to begin building a persona and user journey map.

persona
&
journey
map

our persona represented our quintessential user whose problems and challenges we sought to solve.

 

the persona humanized our design process and was crafted using quotes from user interviews.

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the journey map simulated the experience of planning a bachelorette party without the use of bridesquad, highlighting the emotional state of the persona throughout the process.

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existing app
usability 
test

the team tested the app as it existed currently to determine the usability for users and to understand where pain points were experienced. results were used to suggest any changes that could be made to the bridesquad app.

the team ran tests with six users within our target category, with five tasks navigating through the app.

 

our takeaways


- on boarding needed to be improved to highlight more important questions


- needed clearer steps for creating and inviting other users


- profile access and editing needed to be easier to acsess

mushcowo 
map


to help narrow down our new ideas for features, the team created a mushcowo map to help enhance our mvp (most viable product). our group members generated ideas for features and plotted them on a map of quadrants:

must have, should have, could have, and won’t have.


we learned which features we should focus on for our proposed design. it gave the team a sense of which tasks we should prioritize and what features we shouldn't implement to avoid reductive work.

design studio

each team member drew out their take on how each of the main screens should look, then we reconvened and compared designs and discussed what we liked and didn't like about each one.

with that information, we designed each screen again all together taking into account all of the positive features each team member had. this eventually would be the blueprint of what the team built in figma.

1st & 2nd
usability test

now that the team had interviewed users, built a persona and user journey map, tested the existing app, prioritized all the features we were looking to add, and built the features out in a new version of the app in figma, we were now ready to start testing our version of the app.


the team saw an instant increase in performance in all aspects of testing, including time on task, success percentages, and easiness ratings.

minor changes were made in between the first and second rounds, such as increasing button sizes and changing button colors to add contrast.

next steps

- add details to in-app booking features to increase credibility so users are not hesitant to use the app to directly book activities.

- develop the rewards system further to explain to the user how the rewards may be used.

- add the ability to assign the role of bride within the squad.

 

- build the e-commerce and social shopping to allow squads to purchase decor, and gifts directly from the app.

- create the ability to add squad members by mobile number directly rather than email.

- several more rounds of usability testing for feedback and observations.

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