Bridal Guide

Context
OuiHours, a high-end lingerie retailer and editorial platform, introduced the Bridal Guide as a dedicated product experience for brides-to-be. The goal was to empower future brides with curated research, educational content, and product discovery, ensuring they could confidently find lingerie that best suits their personal style and needs for their special day.
Design Challenge
  • Create a clear and elegant navigation system for a large volume of editorial content and product recommendations.
  • Structure information into intuitive “chapters” to help users explore categories without feeling overwhelmed.
  • Ensure the introduction text in each category quickly orients users and communicates the relevance of the products.
  • Provide seamless ways for users to preview how lingerie looks when worn.
  • Enable integration with the OuiHours Registry, encouraging brides to add items directly to their personalized wishlist.
Solution Overview
  • Chapter-based navigation: Content was divided into themed chapters, each with an introductory description to help users quickly determine relevance.
  • Category flipping: Users could effortlessly move between categories using a top navigation system, encouraging exploration without friction.
  • Immersive product display: Visuals showcased how lingerie appears when worn, reducing uncertainty and enhancing confidence in purchase decisions.
  • Dual pathways: Users could either add products directly to their shopping cart or save them to their Bridal Registry, supporting both immediate and long-term planning.
  • Editorial integration: Rich content was paired with products, making research feel like a guided journey rather than a sales pitch.
Impact
The Bridal Guide transformed OuiHours from a traditional lingerie shop into a trusted bridal resource. Brides gained a structured and inspiring research tool that balanced editorial guidance with shoppable functionality. By pairing education with elegant browsing, OuiHours strengthened user confidence, increased product discovery, and encouraged deeper engagement with the Registry, ultimately driving both brand loyalty and sales conversions.

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