The brief - Cancer research UK offer a wedding favours product that allows people who are having a wedding to receive Cancer Research UK wedding favours and donate an amount of their choice to the charity. They are also able to create a personalised card.
We needed to cfeate a digital experience that allowed people to do all these things as easily as possible.
Understanding the journey - The process of ordering wedding favours and cards had a number of different steps. We began by mapping out these steps, both user-facing and business-facing. This helped the team get a shared understanding of the process, and helped highlight some of the pain-points in that process.
Design sprint - Once we had mapped out the journey, we realised that the most challenging step would be allowing the user to choose their wedding favours and create a personalised card. As we had this clear design challenge in mind, we decided to run a design sprint, which is a great tool for solving a very specific design challenge. Once we had the necessary information and data about wedding favours purchasers, we spent a week breaking down the problem and creating prototypes that we could test quickly.
Contextual enquiry - To make sure we were testing the product out on the right users, I went to a wedding fair with the prototype. By doing this, I was able to get a more realistic perspective from people who were actually planning weddings.
Optimizing - Once the product was live and we had more tangible stats from our users, we were able to create hypotheses for how to improve our key metrics. We then tested out these hypotheses through A/B tests.
The results - A website which allows people to make their weddings extra-special with a donation to Cancer Research UK. Users can choose the favours they want and personalise their own cards to show their support for Cancer Research UK.
