Makeful Weddings is a custom hub and bridal style quiz on the Makeful website
UX | UI | Art Direction | bemakeful.com/exp/weddings/
I was tasked with designing a custom hub for Makeful’s wedding content as well as a quiz for helping brides determine their ideal wedding style.
Wedding DIYs, tips and tricks are the one of the most pinned and googled topics in today’s online publishing landscape. As a creative lifestyle brand, we felt like by not yet having a weddings category, we were missing an opportunity to essentially gain free organic traffic.
Launching A New Category
Knowing we wanted to create a new weddings category, we had to ask ourselves some key questions around how we could differentiate ourselves from pinterest and other websites creating wedding content.
- How might we provide a unique value to our users
- How might we increase content discovery on our site
- How might we create something we can re-use in the future
From these questions it was decided that a simple category landing page would not be sufficient, and that in addition, we’d create a wedding style quiz to help brides determine their wedding style.
Organizing content for discovery
By the time I was brought onto the project, the content calendar was close to complete. The content team had done exhaustive research and begun developing articles and videos around 5 key bride style types: Modern, Rustic, Boho, Quirky, and Edgy and I was given a rough calendar and schedule ramping up to the anticipated site launch with content spanning each type.
With content discovery in mind, I began by thinking about how to make the landing page more user friendly. Knowing I wanted to somehow curate the weddings landing page into easily discoverable sections, I interviewed several brides-to-be about their wedding planning process and how they typically find inspiration. From this I learned two key things.
When looking for bridal style, that they often an idea of what they wanted to look like on their big day and began their search with an idea already in mind. For example, a bride was more likely to search for bridal hair styles for short hair than bridal hair styles on its own.
When looking for wedding inspiration in general their searches were more broad, and tended to follow the various aspects of a wedding for example a bride-to-be would search for wedding ceremony decor, or centerpiece. (ceremony, reception, food etc)
Because the content wasn’t going to roll out all at once, I needed wedding topics that aligned to the content schedule, yet were broad enough to scale over time. As a result, I began to I group the content a second time, this time aligning them as closely as I could to aspects of a wedding that corresponded as closely as possible to Makeful’s existing categories. The topics I landed on were Main Event, Decor, Eats, Beauty, Style, and Planning ensuring that each had at least four posts planned for launch.
Using these topics as a basis, wireframes of the landing page and quiz results pages were created to test the minimum number of posts required per topic as well as establish a set of dynamic responsive layouts that we could use elsewhere on the site in the future. Because of our small team size and quick turn around time, we opted to skip the wireframe phase of the quiz since it was to be created using a plug-in called Opinion Stage.
Finding the Right Look
The design of the section needed to fit into the existing Makeful brand yet stand out the same time. With this in mind, a neutral color palette of beige and ivory were chosen and a pattern was created to fit in with the other themes. From a visual perspective, the section also needed something to unify the weddings landing page and the style quiz results and make it feel more special.
Without a budget for custom photography, or access to real weddings, in addition to the Makeful brand shapes and ink splatter texture from the pattern, flowers became a key part of the design through a series of paralax motion and animations throughout the site. They also helped differentiate each of the bride types from one another while tieing them together at the same time.