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BRIDEBOOK

BRIDEBOOK

BRIDEBOOK

BRIDEBOOK

Driving long-term engagement for 1.9M couples

PROJECT INFORMATION

Year

2023

CLIENT

BRIDEBOOK

Contribution

UX DESIGN

VISUAL DESIGN

PLATFORM

MOBILE

desktop

TEAM - sHOREDITCH dESIGN

Madalina Loghin - UX/UI

Dylan MacKay - sENIOR UX/UI

Emma JAMES - pROJECT maNAGER

Andrew Burton - Creative Director

ALL-IN-ONE WEDDING PLANNING

Bridebook is a wedding planning app used by 1.9 million engaged couples to plan every aspect of their big day: from finding venues and suppliers to managing budgets, guest lists, and timelines.

Initially focused on venue discovery, Bridebook has since evolved into a comprehensive platform that supports couples throughout their entire wedding journey.

(01)

THE PROBLEM

The Onboarding Gap That Cost Engagement

To unlock more value for both users and the business, Bridebook set out to expand beyond venues and grow its supplier marketplace, including photographers, florists, caterers, and more.

This strategic shift introduced a core product challenge: many couples weren’t staying engaged long enough to discover or interact with these additional services. Internally, this was known as the “Venue to Supplier (VTS)” challenge, focused on two key goals:

VTS Retention

Improving user retention

VTS Conversion

Increasing engagement with suppliers

(02)

MY ROLE

Turning Insight into Impact

As a UX/UI Designer, I collaborated with a senior designer and cross-functional stakeholders at Bridebook to tackle the “Venue to Supplier” (VTS) challenge, helping couples stay engaged beyond venue booking.

I contributed to several key experience improvements:

Improved

— app navigation for smoother supplier discovery

Simplified

— the onboarding flow to reduce early drop-off

Contributed

— to a visual refresh to modernise the interface

Designed

— personalised, relevant entry points into the supplier marketplace

I played an end-to-end role in shaping the product experience, translating insights into high-impact design solutions in close collaboration with my team and stakeholders. Here’s an overview of my key responsibilities:

UX audits
Competitor benchmarking

Spot friction points and find strategic opportunities to differentiate BB
from competitors.

Mapping user flows
Wireframing
UI exploration

Simplify complex journeys and explore scalable interface solutions.

Prototyping in Figma
Regular in-person workshops

Accelerate alignment and decision-making with stakeholders.

User testing with engaged couples (first-time and returning users)

Validate solutions and refine based on
real user feedback to reduce friction
and confusion.

But the process wasn’t always linear. Stakeholder feedback loops, shifting priorities, and a mid-sprint brand refresh meant frequent pivots, open communication, and some tough calls along the way. I’ll touch on a few of these challenges below.

(03)

PROJECT CHALLENGES

Shifting priorities and conflicting stakeholder feedback

Feedback came from multiple Bridebook stakeholders, and their perspectives didn’t always align, requiring careful navigation and frequent iteration to find balanced solutions.

Mid-project brand refresh

The introduction of new primary and secondary colours and typography meant we had to rapidly realign the visual design through collaborative workshops.

User testing challenges

Some testing rounds didn’t produce actionable insights, prompting us to refine our research approach and retest to ensure valid feedback. Also, attendance issues sometimes limited feedback to only a few participants, which led stakeholders to prioritise changes based on business objectives rather than testing data alone.

Positive outcome

Navigating these challenges strengthened team collaboration and ultimately led to a more polished, user-focused product experience.

(04)

SOLUTIONS

Solving the Venue to Supplier Puzzle

  1. A Smarter, Simpler Onboarding Flow

To reduce drop-off and boost engagement, we reimagined the onboarding experience from the ground up. The new flow prioritises clarity, relevance, and momentum, asking only what’s necessary, when it matters most.

Key improvements

  • Streamlined sign-up with clearer steps and progressive disclosure

  • More personalised recommendations based on couples’ preferences

  • Visual cues and progress indicators to keep users moving forward

Impact

A more intuitive and personal experience that makes it easier
for couples to get started and more likely to explore the
supplier marketplace.

  1. Timely Touchpoints That Drive Supplier Discovery

We introduced smarter, more contextual entry points to the supplier marketplace, based on where each couple was in their planning journey.

Key improvements

  • Designed tailored experiences for key moments (e.g. “venue booked” vs. “just getting started”)

  • Created smarter prompts and supplier cards that felt timely
    and helpful

  • Surface suppliers based on real planning behaviours, not
    just categories

Impact

By making supplier discovery feel more relevant and well-timed, we increased engagement with non-venue services, bringing users deeper into the product and closer to Bridebook’s business goals.

  1. Navigation That Guides, Not Hides

We redesigned the navigation and homepage to make supplier discovery easier and more intuitive, moving beyond venues to highlight the full planning journey.

Key improvements

  • Simplified global navigation to reflect how couples plan

  • Homepage refresh with entry points into key categories (photographers, florists, etc.)

  • Visual clarity through better hierarchy, layout, and accessible
    touch targets

Impact

By aligning the IA with real user goals, we made it easier for couples to find the right suppliers, boosting the marketplace’s visibility and value.

  1. A Modern Look to Match a Modern Product

We led a UI refresh to bring Bridebook’s interface in line with user expectations, introducing new colours, typography, and visual polish across the experience.

Key improvements

  • Introduced a warmer, more inviting primary colour and refined supporting palette

  • Updated typeface for better readability and a more
    contemporary feel

  • Applied the new visual direction across onboarding, homepage, and navigation flows

Impact

The refreshed look elevated the brand perception, improved visual clarity, and created a more cohesive experience, while still keeping usability and accessibility front and centre.

(05)

OUTCOMES

The Aftermath: What We Improved

Although post-launch metrics were unavailable, the design improvements delivered several clear qualitative wins:

Improved clarity and usability

Simplified navigation and onboarding flows made it easier for users to understand Bridebook’s offerings beyond venue booking, reducing confusion and cognitive load.

Enhanced first-time experience

A redesigned homepage and onboarding journey created a more welcoming, intuitive introduction, helping couples stay engaged early in
their planning.

Stronger alignment with user goals

Personalised entry points into the supplier marketplace helped couples feel supported based on their unique stage in the wedding journey.

Positive feedback from internal stakeholders

Our design decisions fostered stronger alignment between product, design, and business teams, paving the way for future improvements in supplier discovery and retention.

(06)

TESTIMONIAL

Don’t Just Take My Word For It

Hamish Shephard - founder and CEO of Bridebook

“

Congrats on the launch of Navigation! It is now live! : ) A wonderful moment for BB. Thank you for all your tireless work on it. You were a truly integral part and wonderful to see it live. Excited for our couples to be and our competitors to be! And delighted our couples no longer think they have teleported to the 90s :) It will create joy for thousands and thousands of happy couples so well done and thank you!

ALL-IN-ONE WEDDING PLANNING

Bridebook is a wedding planning app used by 1.9 million engaged couples to plan every aspect of their big day: from finding venues and suppliers to managing budgets, guest lists, and timelines.

Initially focused on venue discovery, Bridebook has since evolved into a comprehensive platform that supports couples throughout their entire wedding journey.

(01)

THE PROBLEM

The Onboarding Gap That Cost Engagement

To unlock more value for both users and the business, Bridebook set out to expand beyond venues and grow its supplier marketplace, including photographers, florists, caterers, and more.

This strategic shift introduced a core product challenge: many couples weren’t staying engaged long enough to discover or interact with these additional services. Internally, this was known as the “Venue to Supplier (VTS)” challenge, focused on two key goals:

VTS Retention

Improving user retention

VTS Conversion

Increasing engagement with suppliers

(02)

MY ROLE

Turning Insight into Impact

As a UX/UI Designer, I collaborated with a senior designer and cross-functional stakeholders at Bridebook to tackle the “Venue to Supplier” (VTS) challenge, helping couples stay engaged beyond venue booking.

I contributed to several key experience improvements:

Improved

— app navigation for smoother supplier discovery

Simplified

— the onboarding flow to reduce
early drop-off

Contributed

— to a visual refresh to modernise
the interface

Designed

— personalised, relevant entry points into the supplier marketplace

I played an end-to-end role in shaping the product experience, translating insights into high-impact design solutions in close collaboration with my team and stakeholders. Here’s an overview of my key responsibilities:

UX audits
Competitor benchmarking

Spot friction points and find strategic opportunities to differentiate BB from competitors.

Mapping user flows
Wireframing
UI exploration

Simplify complex journeys and explore scalable
interface solutions.

Prototyping in Figma
Regular in-person workshops

Accelerate alignment and decision-making with stakeholders.

User testing with engaged couples (first-time and returning users)

Validate solutions and refine based on real user feedback to reduce friction and confusion.

But the process wasn’t always linear. Stakeholder feedback loops, shifting priorities, and a mid-sprint brand refresh meant frequent pivots, open communication, and some tough calls along the way. I’ll touch on a few of these challenges below.

(03)

PROJECT CHALLENGES

Shifting priorities and conflicting stakeholder feedback

Feedback came from multiple Bridebook stakeholders, and their perspectives didn’t always align, requiring careful navigation and frequent iteration to find balanced solutions.

Mid-project brand refresh

The introduction of new primary and secondary colours and typography meant we had to rapidly realign the visual design through collaborative workshops.

User testing challenges

Some testing rounds didn’t produce actionable insights, prompting us to refine our research approach and retest to ensure valid feedback. Also, attendance issues sometimes limited feedback to only a few participants, which led stakeholders to prioritise changes based on business objectives rather than testing
data alone.

Positive outcome

Navigating these challenges strengthened team collaboration and ultimately led to a more polished, user-focused product experience.

(04)

SOLUTIONS

  1. A Smarter, Simpler Onboarding Flow

To reduce drop-off and boost engagement, we reimagined the onboarding experience from the ground up. The new flow prioritises clarity, relevance, and momentum, asking only what’s necessary, when it matters most.

Key improvements

  • Streamlined sign-up with clearer steps and progressive disclosure

  • More personalised recommendations based on couples’ preferences

  • Visual cues and progress indicators to keep users moving forward

Impact

A more intuitive and personal experience that makes it easier for couples to get started and more likely to explore the supplier marketplace.

  1. Timely Touchpoints That Drive Supplier Discovery

We introduced smarter, more contextual entry points to the supplier marketplace, based on where each couple was in their planning journey.

Key improvements

  • Designed tailored experiences for key moments (e.g. “venue booked” vs. “just getting started”)

  • Created smarter prompts and supplier cards that felt timely
    and helpful

  • Surface suppliers based on real planning behaviours, not
    just categories

Impact

By making supplier discovery feel more relevant and well-timed, we increased engagement with non-venue services, bringing users deeper into the product and closer to Bridebook’s business goals.

  1. Navigation That Guides, Not Hides

We redesigned the navigation and homepage to make supplier discovery easier and more intuitive, moving beyond venues to highlight the full planning journey.

Key improvements

  • Simplified global navigation to reflect how couples plan

  • Homepage refresh with entry points into key categories (photographers, florists, etc.)

  • Visual clarity through better hierarchy, layout, and accessible
    touch targets

Impact

By aligning the IA with real user goals, we made it easier for couples to find the right suppliers, boosting the marketplace’s visibility
and value.

  1. A Modern Look to Match a Modern Product

We led a UI refresh to bring Bridebook’s interface in line with user expectations, introducing new colours, typography, and visual polish across the experience.

Key improvements

  • Introduced a warmer, more inviting primary colour and refined supporting palette

  • Updated typeface for better readability and a more
    contemporary feel

  • Applied the new visual direction across onboarding, homepage, and navigation flows

Impact

The refreshed look elevated the brand perception, improved visual clarity, and created a more cohesive experience, while still keeping usability and accessibility front and centre.

Solving the Venue to Supplier Puzzle

(05)

OUTCOMES

The Aftermath: What We Improved

Although post-launch metrics were unavailable, the design improvements delivered several clear qualitative wins:

Improved clarity and usability

Simplified navigation and onboarding flows made it easier for users to understand Bridebook’s offerings beyond venue booking, reducing confusion and cognitive load.

Enhanced first-time experience

A redesigned homepage and onboarding journey created a more welcoming, intuitive introduction, helping couples stay engaged early in their planning.

Stronger alignment with user goals

Personalised entry points into the supplier marketplace helped couples feel supported based on their unique stage in the wedding journey.

Positive feedback from internal stakeholders

Our design decisions fostered stronger alignment between product, design, and business teams, paving the way for future improvements in supplier discovery and retention.

(06)

TESTIMONIAL

Don’t Just Take My Word for It

Hamish Shephard - founder and CEO of Bridebook

“

Congrats on the launch of Navigation! It is now live! : ) A wonderful moment for BB. Thank you for all your tireless work on it. You were a truly integral part and wonderful to see it live. Excited for our couples to be and our competitors to be! And delighted our couples no longer think they have teleported to the 90s :) It will create joy for thousands and thousands of happy couples so well done and thank you!

(07)

FULL CASE STUDY

Want the full breakdown?

Full case study available on request.

Get in touch

PROJECT INFORMATION

CLIENT

BRIDEBOOK

Year

2023

Contribution

UX DESIGN

VISUAL DESIGN

PLATFORM

MOBILE

desktop

TEAM - sHOREDITCH dESIGN

Madalina Loghin - UX/UI

Dylan MacKay - sENIOR UX/UI

Emma JAMES - pROJECT maNAGER

Andrew Burton - Creative Director

Driving long-term engagement for 1.9M couples

Menu

Menu

BRIDEBOOK

BRIDEBOOK

ALL-IN-ONE WEDDING PLANNING

Bridebook is a wedding planning app used by 1.9 million engaged couples to plan every aspect of their big day: from finding venues and suppliers to managing budgets, guest lists, and timelines.

Initially focused on venue discovery, Bridebook has since evolved into a comprehensive platform that supports couples throughout their entire wedding journey.

(01)

THE PROBLEM

The Onboarding Gap That Cost Engagement

To unlock more value for both users and the business, Bridebook set out to expand beyond venues and grow its supplier marketplace, including photographers, florists, caterers,
and more.

This strategic shift introduced a core product challenge: many couples weren’t staying engaged long enough to discover or interact with these additional services. Internally, this was known as the “Venue to Supplier (VTS)” challenge, focused on two key goals:

VTS Retention

Improving user retention

VTS Conversion

Increasing engagement with suppliers

(02)

MY ROLE

Turning Insight into Impact

As a UX/UI Designer, I collaborated with a senior designer and cross-functional stakeholders at Bridebook to tackle the “Venue to Supplier” (VTS) challenge, helping couples stay engaged beyond venue booking.

I contributed to several key experience improvements:

Improved

— app navigation for smoother
supplier discovery

Simplified

— the onboarding flow to reduce
early drop-off

Contributed

— to a visual refresh to modernise
the interface

Designed

— personalised, relevant entry points into the supplier marketplace

I played an end-to-end role in shaping the product experience, translating insights into high-impact design solutions in close collaboration with my team and stakeholders. Here’s an overview of my key responsibilities:

UX audits
Competitor benchmarking

Spot friction points and find strategic opportunities to differentiate BB from competitors.

Mapping user flows
Wireframing
UI exploration

Simplify complex journeys and explore scalable interface solutions.

Prototyping in Figma
Regular in-person workshops

Accelerate alignment and decision-making with stakeholders.

User testing with engaged couples (first-time and returning users)

Validate solutions and refine based on real user feedback to reduce friction and confusion.

But the process wasn’t always linear. Stakeholder feedback loops, shifting priorities, and a mid-sprint brand refresh meant frequent pivots, open communication, and some tough calls along the way. I’ll touch on a few of these challenges below.

(03)

PROJECT CHALLENGES

Shifting priorities and conflicting stakeholder feedback

Feedback came from multiple Bridebook stakeholders, and their perspectives didn’t always align, requiring careful navigation and frequent iteration to find balanced solutions.

Mid-project brand refresh

The introduction of new primary and secondary colours and typography meant we had to rapidly realign the visual design through collaborative workshops.

User testing challenges

Some testing rounds didn’t produce actionable insights, prompting us to refine our research approach and retest to ensure valid feedback. Also, attendance issues sometimes limited feedback to only a few participants, which led stakeholders to prioritise changes based on business objectives rather than testing data alone.

Positive outcome

Navigating these challenges strengthened team collaboration and ultimately led to a more polished, user-focused product experience.

(04)

SOLUTIONS

Solving the Venue to Supplier Puzzle

  1. A Smarter, Simpler Onboarding Flow

To reduce drop-off and boost engagement, we reimagined the onboarding experience from the ground up. The new flow prioritises clarity, relevance, and momentum, asking only what’s necessary, when it matters most.

Key improvements

  • Streamlined sign-up with clearer steps and progressive disclosure

  • More personalised recommendations based on couples’ preferences

  • Visual cues and progress indicators to keep users moving forward

Impact

A more intuitive and personal experience that makes it easier for couples to get started and more likely to explore the supplier marketplace.

  1. Timely Touchpoints That Drive Supplier Discovery

We introduced smarter, more contextual entry points to the supplier marketplace, based on where each couple was in their planning journey.

Key improvements

  • Designed tailored experiences for key moments (e.g. “venue booked” vs. “just getting started”)

  • Created smarter prompts and supplier cards that felt timely and helpful

  • Surface suppliers based on real planning behaviours, not just categories

Impact

By making supplier discovery feel more relevant and well-timed, we increased engagement with non-venue services, bringing users deeper into the product and closer to Bridebook’s business goals.

  1. Navigation That Guides, Not Hides

We redesigned the navigation and homepage to make supplier discovery easier and more intuitive, moving beyond venues to highlight the full planning journey.

Key improvements

  • Simplified global navigation to reflect how couples plan

  • Homepage refresh with entry points into key categories (photographers, florists, etc.)

  • Visual clarity through better hierarchy, layout, and accessible touch targets

Impact

By aligning the IA with real user goals, we made it easier for couples to find the right suppliers, boosting the marketplace’s visibility and value.

  1. A Modern Look to Match a Modern Product

We led a UI refresh to bring Bridebook’s interface in line with user expectations, introducing new colours, typography, and visual polish across the experience.

Key improvements

  • Introduced a warmer, more inviting primary colour and refined supporting palette

  • Updated typeface for better readability and a more contemporary feel

  • Applied the new visual direction across onboarding, homepage, and navigation flows

Impact

The refreshed look elevated the brand perception, improved visual clarity, and created a more cohesive experience, while still keeping usability and accessibility front and centre.

(05)

OUTCOMES

The Aftermath: What We Improved

Although post-launch metrics were unavailable, the design improvements delivered several clear qualitative wins:

Improved clarity and usability

Simplified navigation and onboarding flows made it easier for users to understand Bridebook’s offerings beyond venue booking, reducing confusion and cognitive load.

Enhanced first-time experience

A redesigned homepage and onboarding journey created a more welcoming, intuitive introduction, helping couples stay engaged early in their planning.

Stronger alignment with user goals

Personalised entry points into the supplier marketplace helped couples feel supported based on their unique stage in the wedding journey.

Positive feedback from internal stakeholders

Our design decisions fostered stronger alignment between product, design, and business teams, paving the way for future improvements in supplier discovery and retention.

(06)

TESTIMONIAL

Don’t Just Take My Word For It

Hamish Shephard - founder and CEO of Bridebook

“

Congrats on the launch of Navigation! It is now live! : ) A wonderful moment for BB. Thank you for all your tireless work on it. You were a truly integral part and wonderful to see it live. Excited for our couples to be and our competitors to be! And delighted our couples no longer think they have teleported to the 90s :) It will create joy for thousands and thousands of happy couples so well done and thank you!

(07)

FULL CASE STUDY

Want the full breakdown?

Full case study available on request.

Get in touch

PROJECT INFORMATION

Year

2023

CLIENT

BRIDEBOOK

Contribution

UX DESIGN

VISUAL DESIGN

PLATFORM

MOBILE

desktop

TEAM - sHOREDITCH dESIGN

Madalina Loghin - UX/UI

Dylan MacKay - sENIOR UX/UI

Emma JAMES - pROJECT maNAGER

Andrew Burton - Creative Director

Driving long-term engagement for 1.9M couples

BRIDEBOOK

BRIDEBOOK

BRIDEBOOK

BRIDEBOOK