PROJECT BRIEF
Website Redesign
TIMEFRAME
6 weeks
ROLE: PRODUCT DESIGNER
Research, Ideations, Wireframes, User flows, Prototyping, Usability Testing, UI, Design system, Handoff
VIEW FINAL PROTOTYPE
The Company
A Hundred Hearts is a weddings and events planning service based in San Diego, California. Known for its personalized, detail-oriented approach, the brand specializes in crafting elegant and meaningful celebrations that reflect each couple’s unique story. With a focus on intentional design, seamless coordination, and heartfelt moments, A Hundred Hearts brings dream events to life with care, creativity, and sophistication.
The Problem
The original site felt dated and lacked clear hierarchy. Important content like service offerings and client testimonials were hard to find, and the inquiry process was buried under vague navigation. On mobile, the layout often broke, frustrating users during high-intent moments.
research
Research objective
To ground the redesign in real user needs, I conducted user interviews and surveys to better understand how potential clients engage with wedding and event planning websites specifically what they look for, what builds trust, and what drives them to inquire about services.
Method #1: User Interviews
I personally conducted interviews to individuals who had recently planned or were actively planning weddings or events. These conversations provided insights into how users discover planners, which information matters most, and what builds enough confidence to initiate contact.
I performed a competitive analysis of leading wedding and event planning websites to identify common design elements, content strategies, and user flows. This helped define baseline expectations around aesthetics, usability, and service presentation.
Research findings
Competitor analysis chart
Feature analysis chart
User persona
I created the user persona based on insights from five user interviews with people who had planned or researched events. Common themes included the need for clear service breakdowns, upfront pricing, and a sense of trust before reaching out. These patterns shaped a persona that guided design decisions around clarity, tone, and ease of booking.
Common pain points
LACK OF PRICING TRANSPARENCY
Many users expressed frustration when pricing wasn’t listed clearly on event service websites. They preferred upfront package details to avoid the back-and-forth.
OUTDATED OR CLUTTERED WEBSITE DESIGN
Users associated old-fashioned or disorganized websites with unprofessional services. Clean visuals, real event photos, and recent testimonials helped build trust.
SLOW OR INCONVENIENT INQUIRY PROCESSES
Interviewees were turned off by long forms and delayed responses. They favored quick options like instant booking calendars, quote calculators, or chat features.
“If a website has a clean design, social media links, and real client reviews, I trust it more.”
-Megan, Maid of Honor
how might we
Make wedding service websites easier to navigate, transparent in pricing, and provide self-serving booking options?
Build trust with users by showcasing customer experiences and modern, professional designs?
Reduce decision fatigue for users by offering clear, focused information and easy comparison of wedding services?
Ideation - Sitemap
To establish a clear and intuitive structure for A Hundred Hearts’ redesigned website, I created a sitemap that prioritizes the user’s journey. Core pages like Home, Services, Portfolio, About, and Contact are streamlined to reflect the company’s primary offerings and user needs. The Client Login area was added to support ongoing client access, while navigation remains clean and digestible to reduce decision fatigue. This structure supports quick access to essential information while reinforcing trust through clear pathways and content organization.
low-fidelity WIREFRAMES
At this stage in the project, I focused on structuring a seamless user journey: from first landing on the homepage, to browsing past weddings, to booking a consultation. Every screen aimed to balance storytelling with usability, helping potential clients feel inspired, informed, and ready to reach out.
hi-fidelity WIREFRAMES
Building on the structure set in the low-fidelity stage, the high-fidelity wireframes brought the experience to life with visual styling, typography, and intentional interaction design. Each screen was crafted to feel both elegant and intuitive guiding users through the site with warmth, clarity, and emotional resonance. From curated image galleries to refined service pages, the goal was to reflect A Hundred Hearts’ high-touch brand while making it effortless for clients to explore, connect, and inquire.
Portfolio page
Rather than just showing polished pictures, I wanted this page to feel like a scrapbook of joyful memories. Each tile links to a real couple's celebration, highlighting diversity in events and styles.
Individual highlight page
These pages zoom in on one couple’s wedding day. There’s space for a hero image, a short narrative, and vendor credits to give transparency and celebrate collaborations.
Bookings page
The booking form is simple, approachable, and designed to feel like the beginning of something exciting. I included space for users to share their event vision, supported by trust badges and a clean layout.
VIEW FINAL PROTOTYPE
What I tested
With these wireframes, I conducted usability testing focused on layout clarity, ease of navigation, and the booking process. Feedback helped validate that the site structure felt intuitive and trustworthy, and that users could complete their main task booking a consultation without confusion.
This phase helped bridge the gap between strategic structure and emotional design, and laid the foundation for a confident transition into high-fidelity visual design.
KEY TAKEAWAYS
Designing for a service-based business like A Hundred Hearts taught me the importance of balancing elegance with usability. While the visual design needed to reflect the emotional and luxurious nature of weddings, the real success came from simplifying the experience making it easy for users to explore services, feel confident in the brand, and take action without hesitation. Empathy, clarity, and trust-building were at the core of every decision.
Results & impact
The final high-fidelity designs significantly improved content structure and user flow.
Test participants found the new booking process more intuitive and aesthetically appealing.
The new site structure and branding better reflect A Hundred Hearts’ premium positioning, making it more competitive in a saturated market.
Streamlined service descriptions and clear calls to action help convert curious visitors into qualified leads.
The redesign provides a scalable, mobile-friendly foundation for future growth and digital engagement.
Success metrics
100% task completion for booking flow during HiFi usability testing
0 major navigation errors reported
5/5 participants described the site as “professional” and “trustworthy”
4/5 participants said they would feel confident reaching out to this planner based on the redesign
Significantly improved form clarity and visual hierarchy across key user flows (services, inquiry, booking)