The primary goal of this project was to create a more structured, scalable, and conversion-focused digital presence for the business.

• Update and simplify the site structure for improved clarity and user flow
• Develop a refreshed brand identity aligned with the planner’s vision
• Migrate to a new CMS for greater flexibility and long-term growth
• Integrate automated workflows to streamline inquiries and client communication
• Increase conversions through clearer messaging and improved user pathways
• Implement an online booking system to reduce friction and improve efficiency

Key Objectives

The primary goal of this project was to create a more structured, scalable, and conversion-focused digital presence for the business.

• Update and simplify the site structure for improved clarity and user flow
• Develop a refreshed brand identity aligned with the planner’s vision
• Migrate to a new CMS for greater flexibility and long-term growth
• Integrate automated workflows to streamline inquiries and client communication
• Increase conversions through clearer messaging and improved user pathways
• Implement an online booking system to reduce friction and improve efficiency

Research & Analysis

Before moving into design, I grounded the project in research to ensure the new website reflected both the business goals and the needs of couples planning their weddings. I conducted stakeholder interviews to clarify the brand’s vision, services, and growth priorities, alongside competitor analysis to identify opportunities for differentiation within the wedding industry. User research revealed common pain points around overwhelm, trust, and pricing clarity. Using affinity mapping, I translated research insights into clear themes that shaped the site’s structure, messaging, and inquiry experience—creating a design that felt both intentional and emotionally aligned.

Strategy & Define

Guided by the research phase, this stage focused on translating insights into a strategy rooted in clarity, care, and relationship. I approached this phase as an act of listening, considering the business goals and the emotional experience couples carry while planning a wedding.

Through a user-centered lens, I mapped key journeys and restructured the site’s information architecture to reduce overwhelm. Services were organized into clear, approachable pathways, and trust-building elements like testimonials, storytelling, and imagery were intentionally prioritized to reflect the personal nature of brand. The result was a framework that honored both the planner’s vision and the couples served, balancing business goals with relational, human-centered design.

Design & Build

With a clear strategic foundation in place, the design phase focused on translating structure and story into a cohesive, emotionally resonant visual experience. I developed high-fidelity wireframes in Figma, refining layout, hierarchy, and visual language reflecting both the planner’s expertise and the intimacy of wedding planning.

Visual storytelling played a central role, balancing imagery, typography, and white space to create a sense of ease rather than overwhelm. Once the designs were finalized, I built the website in WordPress using the Divi framework, ensuring responsiveness, performance optimization, and seamless functionality across devices.

Test & Launch

Before launch, I tested the site to ensure it was responsive, accessible, and intuitive across devices. I reviewed performance, usability, and form functionality to create a smooth, low-friction experience from first visit to inquiry. Once approved, the site was launched in WordPress and I provided client training to ensure ongoing confidence in managing and updating the site.

Project Gallery