1. Social Wedding Websites:
Project Takeaways
Erik Eliason, Alex Frey, Yohanes Frezgi

2. Business Case
Context:
-Couples typically build wedding websites 6 months before the event
-Current solutions are poorly designed, require significant time to
build, and don’t leverage any social or mobile features
Potential Solution:
-We believe that brides would like to build their wedding website
seamlessly by leveraging Facebook and other social features. These
assumptions are further explained on the next slide.

3. Business Objective
Test the following hypotheses
Hypotheses Potential Implications
‣ Reverse auction for vendors utilizing pictures
A. Brides base vendor ‣ Inspiration boards that help brides identify themes or ideas for
decisions on pictures their wedding
‣ Vendor selection based pictures
‣ Wedding reviews for vendors and venue with an emphasis on
B. Brides would like more friends reviews (Yelp for weddings)
social integration in
wedding tools ‣ Engagement or save the date announcements with nice design
(Paperless Post on Facebook)
C. Current planning
tools do not ‣ Simplified project management tools designed for managing
sufficiently meet weddings
brides needs
‣ Wedding reviews for vendors and venue with an emphasis on
D. Brides want transparent friends reviews (Yelp for weddings)
tools to find venues and
vendors ‣ Engagement or save the date announcements with nice design
(Paperless Post on Facebook)

4. Tools to Test Hypotheses
1. Customer Interviews
2. Wireframes
3. A/B Facebook Ad Tests

5. 1. Customer Interviews
Quote Key Learnings
“Vendor selection was a huge pain Brides use planning
point for me. In the existing substitutes like excel and
industry structure vendors are google docs rather than
incentive to provide no details on tools from established sites
price or capabilities because they to allow them to collaborate
want a conversation in which they with friends
Janet can up sell you on things that you There is a segment of
Zhou do not want” practical brides who are
underserved by current
options
“I have an account on TheKnot.com Current wedding planning
but it was overwhelming and I sites feel overwhelming and
are very web 1.0
didn’t find any of my vendors
there…… I found my vendors by Brides value advice from
asking friends on Facebook” friends
Naiomi
Bisram

6. 2. Wireframes
Testing Hypothesis A: Brides base vendor decisions on pictures
1. Inspiration Boards on 2. HotorNot for Weddings
Facebook
Customer Demo Feedback
‣ Pictures are not primary factor in vendor selection decisions
‣ Brides do not perceive collecting pictures and inspiration boards from
multiple vendors as a pain point. They enjoy a non-linear design process.
‣ Neither offering would be compelling better than current solutions

7. 3. Facebook Advertising
Testing
CTR CPC Conversion Cost Per Hypothesis
Rate Email
“FREE
Wedding
B. Brides would
.09% $0.07 21% $0.35 like more social
Profile”
integration in
wedding tools
“Free C. Current
Wedding .03% $0.68 18% $3.75 planning
Planning”
tools do not
sufficiently meet
brides needs
“Find your
dream
.04% $0.76 9% $9.00 D. Brides want
Venue!” transparent tools
to find venues and
vendors
‣ Harder to economically acquire customers for planning tools + vendor selection
because of pre-existing relationships w/ other sites
PIVOT(!): free + simple wedding sites are something that engaged
brides are seeking

8. Research Website (Part I of III)
Note: The research website was used in conjunction with Facebook advertising tests.
1. Landing Page: Learn + Sign up
Tagline
Benefits
Call-to-action
Facebook Connect Integration Email Signup Form
Popularity Principle
Captured data such as name, Capture email and time
Leveraged Facebook Facepile
profile picture, email, location stamp
plugin to display Facebook
(city and country) and time stamp
friends that have signed up
for the website

9. Research Website (Part II of III)
2. Confirmation Page: Based on Registration Type
A. Registered with Facebook B. Registered with Email
-Or -
Standard welcome
due to lack of data
Personalized welcome including
name and picture using Facebook
Connect.

10. Research Website (Part III of III)
3. Share: Tell Your Friends on Twitter and Facebook
Tweet to Followers Share with Facebook Friends
Javascript popup with automated message “I just Javascript popup using fb:invite function.
discovered #wedhop! Build your wedding website in
under 60 seconds. http://t.co/G2rKwnH via @wedhop”

11. Status
Progress Made: Next Steps:
1. Hypothesis Testing: 1. Wireframe Demo
Determined that vendor selection -Build wireframes with each step of
through photos and planning the signup and website creation
tools are not strongest demand. processes.
2. Landing Page: -Continue customer interviews
-Built landing page which captured regarding product features
data from Facebook Connect or 2. Define Data Flow
Email form -Spec out data flows for beta
-Built database to store data from website and structure of database
users
3. Test Demand: 3. Continue Email Acquisitions
Acquired over 100 emails in 4 -Continue to optimize Facebook ads
days at ~$0.50/email. and acquire 2,000 emails prior to
launch.
RESULT: move forward with
wedding website creator