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.
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THE PROBLEM
The Onboarding Gap That Cost Engagement
VTS Retention
Improving user retention
VTS Conversion
Increasing engagement with suppliers
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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:
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.
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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
Positive outcome
Navigating these challenges strengthened team collaboration and ultimately led to a more polished, user-focused product experience.
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SOLUTIONS
Solving the Venue to Supplier Puzzle
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
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
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.
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
Impact
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
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.
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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.
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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!
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FULL CASE STUDY
Want the full breakdown?
Full case study available on request.
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