Bridebook: User Research and NPS
Role
Digital Product Designer
Objective
Identify root causes of declining NPS and user satisfaction, conduct comprehensive research, and implement design-focused solutions to revitalize the Bridebook app
Impact
Significant increase in NPS and overall user satisfaction, with the app being featured as “App of the Day” twice
Background
Bridebook is the leading wedding planning app, offering a suite of tools to help couples plan their perfect wedding. The platform experienced a decline in its Net Promoter Score (NPS) and user satisfaction due to increased negative feedback.
Process
Objectives
Understand Declining Metrics
Investigate the reasons behind the declining NPS and user satisfaction
Conduct User Research
Perform user interviews, usability tests, and analyze user feedback
Develop a Roadmap
Working in tandem with Product Managers, create a roadmap to improve brand satisfaction in the short and long term
My Role
I was responsible for conducting user interviews and usability tests. This involved engaging directly with users to gather insights and understand their experiences. Additionally, I audited the existing platform for usability issues, identifying areas where the user experience could be improved.
I also analysed user feedback and data to uncover trends and pain points. Based on these insights, I proposed and implemented design solutions that enhanced the overall user experience and addressed the identified issues.
Challenges
User Engagement
Initially, we conducted user tests using User Brain, but many auto-selected users participated only for payment and didn’t engage meaningfully. This lack of valuable data required the UX research contractor and me to rethink our approach. We adjusted our participant selection process and refined our testing methods to engage users genuinely interested in providing feedback. This new approach was essential for gathering the insights necessary to drive effective design solutions.
Accessibility and User Understanding
Maintaining consistency in the testing environment was challenging due to the app being a HTML + CSS wrapper app. This setup often caused performance issues and inconsistencies across different devices and browsers. These challenges complicated the process of identifying and addressing usability issues.
The insights gained from this research highlighted the limitations of the wrapper app. Using this data, I, along with some PMs, advocated for transitioning to a React-based codebase. This shift promised better performance, greater flexibility, and a more consistent user experience across all platforms.
Approach
User Research
Interviews
Conducted qualitative user interviews in-person and over Zoom
Questionnaires
Sent pre-interaction, post-interaction, and follow-up questionnaires to gauge user sentiment
Team Coordination
Utilised a team of three during interviews to engage with users and take detailed notes
Platform Audit
Usability Issues
Conducted a detailed audit of the platform to identify pain points and areas for improvement
Design Audit
Reviewed the platform for UI/UX inconsistencies and identified immediate and long-term improvement areas
Implementation
User Feedback
Gathered in-depth qualitative data through direct user interaction
Questionnaire Analysis
Quantified user feedback to track changes in satisfaction and identify trends
Design Updates
Implemented extensive UI updates and rebranding, including advanced search functionality, a bookmarking feature, and a personalised homepage
New Features and Enhancements
Advanced Search
Enhanced search functionality for venues and suppliers
Added Shortlist
Introduced a bookmarking feature for easy access to favourite items
UI Updates
Implemented extensive UI updates and rebranding
Personalised Homepage
Developed a personalised homepage with user and partner names, custom banners, and a wedding countdown feature
Outcomes
NPS Improvement
The NPS increased from ~5/6 to consistently above 9 within four weeks of implementing the updates
App Store Recognition
The Bridebook app was featured as “App of the Day” twice and in “Apps We Love” multiple times following the updates
Enhanced User Experience
Users reported a significantly improved experience with the new features and design updates
Increased Engagement
Metrics showed higher user engagement and satisfaction, validating the design changes
This project was early in my career and taught me about the power of association. The original Bridebook brand colour resembled Facebook’s blue. Following the Cambridge Analytica scandal, many people associated both brands due to the “book” in their names and the similar blue colour, leading them to believe they were connected. This misconception contributed significantly to the increased user dissatisfaction.
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