2
Russian River Ranch
A family owned and operated local business whose multi-acre property provides a bespoke venue for both corporate and social gatherings
October 2023 - January 2024
Project Overview
The problem: Many venues in the event industry are not transparent about their offerings and pricings, asking prospective clients to jump through many communication hoops to ascertain if the venue is the right choice for their event.
The goal: To create a digital space that offers price and package transparency for users to also attract non-local business both social and corporate alike.
User Research
Empathize
Define
Ideate
Prototype
Test
Persona 1
Megha
Demographic Data
Age: 29
Education: MD
Hometown: Edison, N
Family: Fiancé, 1 dog
Occupation: Dermatology Resident
“Any time I can steam line a task is a huge win for my life”
Goals:
- To find a suitable venue for a multi ceremony event
- Navigate the planning process with maximum efficiency
- Decrease choice fatigue
Frustrations
- Communication can be slow/ inconsistent
- Unable to access the most updated information on a venue and all of their offering
- Often unable to find venues that can create an ethic menu for international tastes
- Having a venue that can handle non western ceremony needs.
Persona 2
Mia
Demographic Data
Age:
Education:
Hometown:
Family:
Occupation:
25
BA
Fresno, Ca
Fiance, 2 cats
Marketing
Manager
“I want to create the most unforgettable, Vogue worthy experience.”
Goals:
- Have a wedding with showstopping design
- To accomplish tasks in this process by being as detail oriented as possible
- Providing a unique wedding guest experience with multiple entertainment features
Frustrations:
- Finding venues that can source specific products easily without overcharging
- Not being able to find reliable vendors
- Having a venue that is tech- friendly
User Journey Map
Open Venue App
Venue Details
Use
Package Comparison
Tool
Fill out RFP
Receive
Confirmation
Usability Study #1
Study type:
Unmoderated usability study
Location:
United States, remote
Participants:
5 participants
Length:
5-10 minutes
Findings
Include direct contact information in addition to a contact form
Create space for package details to be listed easily
No way to compare the different packages the venue offers
Media box will provide a spec trailer of the venue
Section for direct contact information
Lo-Fi Wireframes
High-Fidelity Prototype
Design adjusted to be more visually accessible
Included visual imagery to help all users understand product and offerings
Streamlined text for information to assist in quick user journey
Usability Study #2
Study type:
Unmoderated usability study
Location:
United States, remote
Participants:
5 participants
Length:
5-10 minutes
Findings
Needed to adjust user flow to go back and forth between packages
Utilize a home icon to create an anchor in the flow
Modify text size and color to be more accessible
Takeaways & Next Steps
Consistent feedback is crucial to successfully design a product to do the most good for the intended user
Continue iterating on the visual design elements to make them even more accessible to visually impaired users by adding more screen reading elements
Conduct another usability study to see if user pain points have been addressed and determine new areas of improvement.