David’s Bridal is the #1 bridal and special occasion retailer in the US, with over 320 stores world wide.

With more brides and bridal parties buying online, it was critical to optimize not only the customer experience but the platform infrastructure. Leveraging our internal team and collaborated with David’s stakeholders to ideate and define detailed customer journeys that drove the creation of an updated e-commerce experience. Through the replatform we optimized for conversion and customer satisfaction, with a NPS score of 52 (14 points higher than previous site) and 75% higher AOV.

David’s Bridal

Website Redesign & Replatform

Design Priorities

The previous David’s website had an infrastructure that was over 11 years old. Additionally, it used outdated UX flows for navigation, PDP (product description pages), PLP (product listing pages), and checkout. With the design and digital team, we overhauled the entire UX experience with a mobile-first mentality – driving key interactive touchpoints, with clear CTA’s to drive commerce. 

Additionally, the team built and designed a brand-new content management infrastructure using Adobe Experience Manager. This design system and AEM revolutionized the team’s ability to edit in real-time, driving actionable change.

Team

CDXO:
Lizzy Ellingson

UX Design & Art Direction:
Meghan McGinley, Megan Progar, Steve Maxson, Rachel Wolskey

Development Agency:
Bilberrry / DBI IT

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