With over 300 stores in North America and more than 60 years of experience dressing women, David’s Bridal is a household name for affordable, accessible fashion. Nearly one in three U.S. brides walks down the aisle wearing David’s Bridal, and millions—whether end-customers or not—begin their search for a dress online. Despite having a well-trafficked website, David’s Bridal was eager to replace its clunky experience with one that would connect emotionally with users.
Buying a wedding dress isn’t a straightforward transaction. David’s needed a website that would inspire, educate, and empower brides in the process of finding “the one.” David’s also wanted to elevate its other business units—like Bridesmaid, Mother of the Bride, and Prom—so that women of all ages could see David’s as a shopping destination for their special occasion.
We set out to simulate the ultimate in-store sales associate and meet users where they are in the planning/shopping process—the majority being first-time visitors, or just browsing. We’d seamlessly guide users through all David’s has to offer and educate them so they’d feel empowered to make their own selections.
With the urgency to fix issues on the live site, we prioritized pages by user flow—product exploration, account management, checkout, store locations, appointments, etc. Wireframes served as testable prototypes and provided implementation guidance, while our polished comps and InVision flows illustrated the workings of our design system. Our work culminated with a library of coded patterns spanning an entire e-commerce experience.
- Courtney Sabo Project definition, user experience, design system, usability testing
- Abby Fretz Project definition, project management, usability testing
- Amanda Buck Design system, implementation support
- Mark Huot Front-end development
- Allison Wagner Front-end development
- Paul Phan Front-end development, implementation support
- TJ Pitre Front-end development
Domaine Display, Open Sans
Related media coverage
- Racked, "David's Bridal Doesn't Want to Be the Walmart of Weddings Anymore" (6/2/2015)