Your Love Story

KEY IMFORMATION
COLLABORATORS
Time Span
June 1, 2023
June 30, 2024
Client
Nadja Kögel
Project Type
UX/UI
My Role
UX/UI Designer
Tools
Figjam
Figma
Notion
ChatGPT
Lyssna
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Project Background

Problem Statement

Your Love Story saw rising demand post-pandemic but struggled to convert website visits into meaningful inquiries. Visitors often misunderstood the differences between partial and full wedding planning packages, leading to confusion and premature exits from the site. Additionally, many potential clients had budgets below sustainable levels, resulting in inefficient consultations and higher cancellation rates. The primary challenge was clarifying service options clearly on the website, improving lead qualification, reducing bounce rates, and targeting couples with budgets around €50,000.

Project Goals

The project's key goals included clearly communicating differences between service packages, attracting higher-budget couples (from the existing €25–30k towards approximately €50k), and significantly improving user engagement on the website. Additionally, the redesign aimed to highlight Nadja's personalised planning approach and trusted vendor network, differentiating Your Love Story from competitors. Target metrics involved a 30% reduction in bounce rates, elimination of consultation cancellations, and an increase in qualified inquiries aligned closely with ideal client profiles.

Background Context

Your Love Story, founded by wedding planner Nadja Kögler, provides personalised wedding planning and coordination in Munich. Increased demand after the pandemic highlighted critical website shortcomings, especially unclear descriptions of planning services and inadequate guidance regarding client budgets, leading to time-consuming consultations and mismatched client expectations. Competitor analysis showed successful planners clearly presented their offerings, featured compelling visual content, and transparently communicated pricing. The resulting UX/UI redesign aimed to address these issues, enhancing clarity, site engagement, and attracting couples whose vision and budget align closely with Your Love Story's bespoke services.

The Process

Research

Our user research involved surveys, competitor analysis, affinity mapping, and persona development. We conducted an online survey targeting recently married or soon-to-be-married individuals. Key insights revealed that users primarily visited the site for clear service details, budget information, and to assess Nadja’s expertise and personal approach. Affinity mapping highlighted core user needs: clear service comparisons, budget transparency, visual inspirations, and reassurance from testimonials. Competitor analysis further guided us in establishing best practices for visual storytelling and content presentation.

  • 73% of surveyed users emphasised the importance of detailed planning info.
  • 65% cited confusion around where to start planning their wedding.
  • 38.5% found Your Love Story via Instagram, highlighting the importance of visual storytelling.

Design Process Description

The design process started with restructuring the website's information architecture based on user insights. We streamlined navigation into intuitive flows from homepage to services and contact form. Wireframes focused on clearly comparing partial and complete planning services. High-fidelity designs introduced engaging visuals, clear typography, and elegant colour palettes. Interactive service cards clarified package details, and strategically placed CTAs ensured intuitive user journeys, enhancing trust and driving inquiries.

  • Clear comparison of service packages introduced through interactive elements.
  • Personalised content and consistent branding to reflect Nadja’s bespoke planning approach.
  • Responsive design tested across desktop and mobile devices ensuring seamless experiences.

Testing & Validation

Usability testing involved moderated sessions with target users performing realistic tasks on the high-fidelity prototype. Metrics such as task success rates and the System Usability Scale (SUS) scores were collected. Issues identified included initial uncertainty around clickable service packages, minor navigation quirks, and content consistency errors. Adjustments were made, significantly enhancing user experience, as confirmed by a final usability score of 85/100, indicating excellent overall usability.

  • Improved clarity and interactivity on service packages increased user comprehension.
  • Redesigned contact form improved ease-of-use and reduced hesitation.
  • Content consistency improved credibility and professionalism of the website.

Solution

The new Your Love Story website features clearly differentiated wedding planning packages with transparent budget expectations. Enhanced interactive service cards provide detailed information and encourage deeper exploration. A redesigned contact form personalises client interactions and improves pre-qualification of leads. Engaging content, including authentic testimonials, reassures visitors and builds trust. Visual branding improvements reflect Your Love Story’s bespoke, elegant style, creating a compelling narrative that aligns with ideal clients’ expectations.

  • Clear and interactive comparison of partial vs full-service offerings.
  • Engaging content (testimonials, inspiration galleries) to reduce bounce rates.
  • Refined visual branding creating trust and emotional resonance with visitors.
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Final Thoughts

The redesigned Your Love Story website successfully improved clarity and visitor engagement, effectively attracting higher-quality leads aligned with business goals. Bounce rates dropped significantly, while clearer service communications dramatically reduced unsuitable inquiries and cancellations. Client consultations became more productive, with visitors arriving informed and confident. The website’s refined visual appeal and engaging storytelling successfully positioned Your Love Story prominently among upscale wedding planners in Munich.
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