PROJECTS

ABOUT ME

I'm a Senior Product Designer based in Logan, Utah. I am currently building a new video game database that helps players track and catalog their gaming legacies. Prior, I was working as a Senior Product Designer at Jane.com. My primary responsibility was to craft experiences for our Sellers and ensure they have the right tools to be successful on the Jane platform.I am adept at gathering data via user interviews and surveys to make sure I understand the user's pain points and deliver a product that not only solves their problems, but delights them. I am a highly collaborative designer who loves to work with stakeholders, product owners and developers to propose elegant solutions via wireframes, iterate through ideas, identify potential roadblocks and deliver vetted pixel-perfect designs.In another life, I was in a band. My only claim to fame is that we once opened for Neon Trees before they were well known in a small local venue. After our set, the lead singer told me we sucked. He was right. Hence the reason I'm a designer and not a rock star.

Maggie Sottero

User ResearchUser InterviewsUser JourneyPersonasFlow ChartsWireframesRebrandingUser InterfacePrototyping

Project Overview

Maggie Sottero is a family-owned wedding dress designer headquartered in Salt Lake City, Utah. Super fans of brick-and-mortar bridal boutiques, Maggie partners with hundreds of local bridal salons across 70 countries to provide brides-to-be with an unforgettable, personalized experience.

My Contributions

As the product designer, my goal was to reduce user friction by simplifying how they navigate Maggie Sottero's catalog - an impressive 450+ offering. By restructuring the site navigation, removing artificial brand barriers and adding easy-to-grasp filters, the result was a streamlined user experience that focused on easily finding “the One”.

A relationship that lasts a lifetime. Understanding our brides-to-be.

Before ever moving a pixel, I pressed the Maggie team to really take the time to understand who their users were and why they were coming to the site. Viewership ranged between ultra-casual dreamers to newly engaged to brides who need a gown in a pinch (not shotgun style, but close).By listing out the different use cases, we started with a better understanding of our users needs, how they might use the site, and what tools we needed to provide for them to accomplish their goals.

AGE27 yrs old

BUDGET$1,300

OCCUPATIONPhotographer

BRIDAL STYLEBoho Chic

“For me, it's about form over fashion. I need a gown that allows me to move, dance, and doesn't weigh me down.”

GOALS

Finding a flexible fit.

Has to fit the budget, so narrowing by price is a must.

Style is number one, so having clear, distinct styles options make navigation so much simpler.

PAIN POINTS

Hates bad filtering and sorting options.

Elle is easily overwhelmed by too many choices.

Wants to find what she's after and move on. Hates convoluted navigations.

For Elle, it's all about the atmosphere - creating a mood that matches her personality. When she visits the Maggie Sottero website, she doesn't want to be inundated with all the fabrics and construction details. She wants to quickly filter down to find the dresses that match idea of her perfect day and start trying them on.

AGE34 yrs old

BUDGET$3,500

OCCUPATIONPublic Relations

BRIDAL STYLEStatement

“I've been dreaming of this day my entire life, and I want it to be a day to remember. The dress is everything, so my budget is pretty much uncapped.”

GOALS

Something loud and shiny.

Budget is not a factor, so clearly understanding the top brand is a must.

Devil is in the details, so large images that detail the intricacies of the gown help drive decision making.

PAIN POINTS

Has no time for budget brands.

Other sites don't provide enough detail in their imagery.

Wants to browse the offering, but needs to filter out the simple stuff.

Sophia has been dreaming of her big day since she was little, and very little has changed in her mind since then. When visiting Maggie Sottero, she wants the top line available and has no problem traveling to get the dress she wants.

Designing the foundation, application flow, and touch points.

Primary object of this redesign was to rethink how the user interacted with our large catalog of products and make it easier for them to find what they were looking for.Prior to this redesign, the products were siloed into separate brand sites, making it really difficult for our users to easily navigate through the different budget bands. My goal was to break down the silos and add intuitive and powerful filtering so brides can search the catalog using terms they understand such as budget and style.

So many choices, so little time. Helping our brides find their style.

Typically, our users arrive on our site newly engaged and eager to find the dress of their dreams. Based on our interviews and analytics, we discovered two major factors when selecting a wedding dress: price and style. We found brides often were confused about the difference between our three designer brands, why they were priced differently and how to find the style they were looking for.We set out to reorganize the website structure and subdivide our product offering into smaller, simple categories. These categories were labeled with terms brides already understood - things like “beachy”, “vintage”, or “sleeveless” - and we crafted a fun “Find Your Style” quiz to help brides narrow down their choices.

Say 'Yes' to the dress! Finding a retailer with my dress in stock.

When the lifelong search for the perfect dress comes to an end, the next natural step is to try it on. But not every retailer carries every dress. They pick form our catalog the gowns they think will sell best in their geographic area. What resulted was a hide-and-seek style hunt to track down the dress the bride had her heart set on.To reduce this major roadblock, we developed a tool that uses the bride's postal code to search for the closest store with the dress in stock. Brides are willing to travel, and by showing them the retailers who have their gown in stores helped increase appointments scheduled by a significant margin.

Made with love. Refreshing the look and voice of Maggie Sottero.

Maggie Sottero is a legacy brand. It's been a well-known name in the industry for over 20 years. The stakeholders wanted to preserve the recognition that came from the Maggie brand and logo, but felt it was time to modernize the way Maggie was represented online and how she spoke to her brides.My job was to establish a new design system that was used across all the Maggie Sottero digital properties. Site spacing, button design, typography, and site accessibility were some of elements I redesigned to comply with the brand refresh.

Final UI

After multiple rounds of iteration and approval from our Stakeholders, the final UI was completed and shown to our Sellers as part of a Seller Summit we hosted at the Jane offices and online. The response was incredible.Much of the feedback echoed our initial Seller interviews and Sellers were excited that we had listened to them and provided the tools they wanted to run their businesses on the Jane Platform. It was a massive undertaking, but the project was delivered in a few short months and improved how quickly our Sellers could get their products on our site.