1. Wedding Dress
Fantasy
Design Specs
Alex Bignell, Michael Iseri, Jason Scott
Student Project. General Assembly Winter 2013.

2. Wedding Dress Fantasy
Prototype Annotations
We sought to create a simple, elegant design that would lend authenticity to Wedding Dress Fantasy’s brand
and make for an easier and more visual browsing experience.
A vastly simplified navigation
structure visually splits the site
between Tova’s offerings on the
left, and user personalization on
the right.
We chose new photos
that would highlight the
beauty of the dresses.
We want the customer to quickly see the variety of offerings available.

3. Wedding Dress Fantasy
Prototype Annotations
The header stays with you
as you browse, allowing for
easy navigation.
Putting her rave reviews in the
forefront provides legitimacy
and informs of her customer
satisfaction.
Communication with Tova is
key, so her phone number and
email occupy a large portion
in the footer, along with ways
to follow her on various social
media. Including the address
(with Google Maps link) to her
store also helps provide
legitimacy.

4. Wedding Dress Fantasy
Prototype Annotations
A quick blurb explains
to customers that Tova
can customize her
dresses in many ways,
and links to a page
with more information
about those options.
The dresses are presented in a
heavily visual, filterable grid.

5. Wedding Dress Fantasy
Prototype Annotations
With a keyword applied, the
list is quickly filtered. In
addition, the URL is updated
to make this particular view
linkable/bookmarkable for
future reference.
In addition to being able to browse by keywords,
the user is offered categorically-divided
suggestions with large, touch-friendly targets.

6. Wedding Dress Fantasy
Prototype Annotations
A prominent call to action button prompts the
user to save this dress for future consideration.
Clicking it highlights the favorites link to notify
them that it was successful.
A large photo is key to showing off
the design of the dress, and
switchable views are provided to
show the dress at alternate angles/
zooms. In the future, video media
will also be available through this
mechanism.

7. Wedding Dress Fantasy
Prototype Annotations
The favorites page provides
a quick way to review
previously saved choices
and instigate a conversation
with Tova.
Large buttons allow for
dynamic adjustment of the
page

8. Wedding Dress Fantasy
Site Map

9. Wedding Dress Fantasy
User Flows
User searches for dresses
through Google.
!
User find a link to Tova’s site.
!
User ends up on
WeddingDressFantasy.com.
!
Looks at products, sorts them
from lowest price first.
!
Finds a relatively affordable dress
and buys it.

10. Wedding Dress Fantasy
User Flows
User finds out about some local
store.
!
Contacts Tova, is referred to their
website.
!
User goes through customization
process.
!
Receives an invoice from Tova.
!
The custom dress is produced
and the customer is happy.

11. Wedding Dress Fantasy
User Flows
User browsing through Pinterest
and sees a dress she likes.
!
Clicks on a link within the
Pinterest page, it leads her to a
product page on
WeddingDressFantasy.com.
!
User ends up on
WeddingDressFantasy.com.
!
She either buys the product
instantly or goes through the
customization process.
!
Purchases dress at the end of
either process.