There were 2,126,126 weddings in the United States in 2019. That's according to Wedding Report, who found the average cost of a wedding to be $24,675 that same year.
Wedding coordinators make up a notable portion of what couples spent, with Wedding Wire estimating the average spend on a wedding planner to be $1500.
Average Wedding Planner Graphic from www.weddingwire.com/cost/wedding-planner
Always Event Co. is ready to grow. The business owner has spent years honing her craft while working with other companies, but is now ready to take on more business of her own. In our initial conversation, the business owner identified the need to:
Reach more prospective clients and provide them with easily accessible information about her services.
Business Objectives and Success
Objectives: Help prospective clients learn about AEC and reach out. Clients should be able to get a good idea of professionalism and fit.
Success: means the solution will 1) provide information to prospective clients about services and prices, 2) build credibility, 3) gather online leads.
In further conversations, I met with the business owner to build alignment and insight by exploring the company's competitive advantage and target users.
To learn about who AEC's potential users are, including what motivates them, I conducted two user interviews with people who had been brides within the last two years.
Of particular note was that both brides indicated that having prices listed on the site would increase their likelihood of reaching out the the vendor, even if the price is above their budget.
Major insights from talking to users indicated:
1) Price is a significant deterrent to finding a coordinator online.
2) Professionalism and trustworthiness are primary reasons a bride decides to book or not.
3) Convenience is a main criteria brides consider when deciding whether to reach out.
Based on the user research above, the solution need to address price, professionalism, trustworthiness, and provide convenient ways to contact AEC.
At the start of this project, Always Event Co. didn't have an online presence. A website will provide an effective way to meet business needs, namely reach more prospective clients and provide them with easily accessible information about her services, while addressing the needs of users.
With this goal in mind, my proposed solution is a website that, when successful, will:
1) Provide all the details about price and services that prospective clients need to make a buying decision,
2) Demonstrate professionalism and trustworthiness through design and content, and
3) Gather online leads through convenient contact methods.
In order to begin gathering style inspiration, I created a Dropmark board to collect useful ideas. Using the 18 collected items from sources like Behance and Dribble, I conducted a "gut test" exercise with the business owner to better learn the language and preferences surrounding the AEC brand. I took notes on how she responded to each item, making sure to ask why along the way. Some items that stood out were: clean layouts that made good use of white space, neutral colors, more established modern designs that are not highly trendy.
To understand AEC in context, I compared wedding coordinators working in the same area. Using several important areas of comparison, we are able to uncover opportunities.
In particular, a common problem among the competition revolved around pricing. The contents and differences between packages were often unclear, and there was a lack of options for more price-sensitive brides, or no price listed.
Helpful inspiration for the site is not limited to businesses in the same industry. I gathered sites that effectively perform some feature that may have application to the AEC site.