1. Wedding Dress
Fantasy
Alex Bignell, Michael Iseri, Jason Scott
Student Project. General Assembly Winter 2013.

2. Wedding Dress Fantasy
Meet Tova

3. Wedding Dress Fantasy

4. Wedding Dress Fantasy
About
About the product
Weddingdressfantasy.com is the online presence for the bridal store Couture de
Bride. Wedding Dress Fantasy is unique in that it makes dresses fitting a wide
range of styles, including both modern and alternative. The store also offers
services such as fully customized dress and the ability to make any of their
dresses in any color. The experience offered by Wedding Dress Fantasy is an
extremely personal and intimate experience.
About the project
The store has a strong online following, and 40% of their sales come from the
internet. However, the website does not adequately reflect the store’s brick and
mortar presence. Because of this Wedding Dress Fantasy experiences a huge
drop off when people reach the homepage of the site. The goal of the project is
to boost online sales by 20% by creating a better browsing experience through
altered aesthetics and navigation as well as assisting Tova by creating a new
and easy to use administrative experience.
!
A constraint for this project is that is should be geared towards PC browsers and
tablets. The overall experience must also be adjusted in a way that is easily
manageable for a one-person administration team.

5. Wedding Dress Fantasy
Prototype
Administrator’s prototype

6. Wedding Dress Fantasy
Scope Shift
Administrator
Shopper

7. Wedding Dress Fantasy
Research
Survey Responses
So much data

8. Wedding Dress Fantasy
Research
Browsing and Shopping
!
The large majority of women planned to
spend $2000 and below on their wedding
dress. Price was also a defining point in the
shopping experience for most women.
!
30 of 30 users utilized a PC to browse
while almost ½ of the responses claimed
to also use tablets. Only 3 people used
their phones.
!
Most women preferred to buy a specific
wedding dress for its style and quality.
!
Dress design criteria such as silhouette,
length, sleeve, and neckline were also very
important according to our data.
!
Every woman we interviewed had gone
through the process of finding dresses on
Pinterest or Google.
Personal Identity
!
Most women identified with having a
simple yet elegant style.
!
Wedding date, season, and venue
seemed to be rather important to most
women.
!

9. Wedding Dress Fantasy
Creating Personas

10. Wedding Dress Fantasy
Personas
Gia
Gia has had an idea of a dream wedding including the
ideal dress, long before she found her ideal man. Gia
is currently looking to Pinterest and wedding magazines
via her tablet and PC hoping to find a dress that will match
her taste. She knows she wants a red dress and has a clear
vision of what it looks like. Now she just needs to find
it “out in the wild.”
Drivers:
“I know what I want. Well…I know it when I see it.”
“A wedding dress is supposed to represent my spirit
and emphasize the importance of my big day."
Concerns:
“Finding the right dress that matches my my vision.”
Money Matters:
Gia is a a successful digital designer. She prefers quality
and is capable and willing to pay for it. When shopping,
she seeks out the best of the best and often pays for
goods and services online.
Tech Life:
Gia owns several Apple products including iPhone, iPad,
and two 27-inch desktop computers. She is very comfortable
shopping online, yet does enjoy the brick and mortar
exeperience as well. She has been looking to Pinterest via
all platforms in hopes of discovering the right dress or designer.

11. Wedding Dress Fantasy
Site Analysis
Having this as a search bar
might help navigation flow
The store’s strong online
presence could be
reinforced more
The categories could be
renamed or consolidated to
assist in filtering through
items
The large amount of text
makes great site features
less noticeable
Overall appearance of site does not match the brick and
mortar presence of her store.

12. Wedding Dress Fantasy
Site Analysis
Useful information could be
placed more prominently.
The color customization is
an awesome feature, so it
might be good for the
business to make this more
prominent
The reviews are great, so
they should be celebrated
more heavily
The double footer could be
combined as one thing

13. Wedding Dress Fantasy
Site Analysis
The help page could possibly be placed somewhere else. Although informative, the
connotation associated with “help,” and with it being in such a prominent place creates a
sense of unease and instability.

14. Wedding Dress Fantasy
Iteration

15. Wedding Dress Fantasy
Iteration

16. Wedding Dress Fantasy
Primary Concept

17. Wedding Dress Fantasy
Prototype
http:/
/projects.bignell.io/wdf/

18. Wedding Dress Fantasy
Site Map

19. Wedding Dress Fantasy
User Flows
User searches for dresses
through Google.
!
User find a link to Tova’s site.
!
User ends up on
WeddingDressFantasy.com.
!
Looks at products, sorts them
from lowest price first.
!
Finds a relatively affordable dress
and buys it.

20. Wedding Dress Fantasy
User Flows
User finds out about some local
store.
!
Contacts Tova, is referred to their
website.
!
User goes through customization
process.
!
Receives an invoice from Tova.
!
The custom dress is produced
and the customer is happy.

21. Wedding Dress Fantasy
User Flows
User browsing through Pinterest
and sees a dress she likes.
!
Clicks on a link within the
Pinterest page, it leads her to a
product page on
WeddingDressFantasy.com.
!
User ends up on
WeddingDressFantasy.com.
!
She either buys the product
instantly or goes through the
customization process.
!
Purchases dress at the end of
either process.

22. thank you
alex@bignell.me
mr.iseri@gmail.com
jrs.jason.scott@gmail.com