While at Blueprint and most recently David’s Bridal, our team continued to drive innovation through the lens of our customers. Building multiple planning applications, to drive confidence and increase the lifetime value of our customers.
Retail Innovation
AR / VR / Innovation Design
3D/AR Wedding Dresses
Partnering with Vertebrae (an AR company), we enabled wedding dresses to be viewed in 3D via a mobile device. Through extensive imaging and refinement, Vertebrae is able to photograph our dresses and turn them into a 3D rendering that can be projected in any room.
We launched the MVP in 2020 as way for customers to still interact with products in a 3D format while our stores were closed or limited appointments due to the pandemic.
Through the 3D models, customers could see immersive details, bodice shape, and overall length of the dress. Through this test of 50 dresses, we saw a lift in sales with those that had AR/3D capabilities and continued to expand into other merchandising categories such as shoes, special occasions and prom.
David’s AR Lookbook
The digital innovation team at David’s Bridal was tasked to take a traditional form of media and bring it to life utilizing our video and product team.
Partnering with Tactic and 8thWall, customers could flip through David's Bridal WINK magazine, and watch the images come to life! By scanning the QR codes, they would reveal in an interactive spread, using your mobile device through WebAR.
Wedding Vision Board
Launched in 2020, the Wedding Vision Board was a part of David’s Bridal’s expansion into wedding planning tools. The goal of the application was to drive customers who were earlier in their planning journey to David’s to start conceiving and creating a vision.
Since launch, there have been over 2M vision boards created to date.
Design Priorities
As the leader of the digital experience team, it was critical to driving innovation and best-in-class user experience for our customers. Before our team existed customers called our experience stale and not user-friendly. We wanted to change this narrative through unique interactions and an updated design. Through the wedding vision board, wedding checklist, dress finder, and augmented reality we started to see an increase NPS scores and overall customer satisfaction.
Team
Executive Strategy Leaders:
Lizzy Ellingson (CDXO), Heather Braddock
UX/UI Design:
Lizzy Ellingson, Meg McGinley, Megan Progar
Marketing Video:
Steve Holland
Development Agencies:
Vertebrae (3D wedding dress), Tactic (David’s Lookbook), Bilberry (Vision Board)