The design of the website was carried out in two main stages. First of all, I created the wireframe sketches using Balsamiq Mockups, which show the primary navigation and content structure of each page.
The second stage was creating the mockup using Sketch for Mac, which shows the final imagery, colours and fonts. The website was designed with various shades of pink, decorative fonts, captivating imagery and subtle animations to appeal to the target audience of brides and bridesmaids.
The typefaces used on the website are Libre Baskerville for the headings, which is a decorative font that adds class to the design. The other font is Gibson, which is used for body text and is more formal and makes large blocks of text easier to read.
The designs were showcased on Invision, which allowed the client to be involved in the design process and provide feedback whenever they wanted to.
The website was developed using WordPress so that the content can be easily maintained to keep content fresh in the future. Some of the main plugins used include ACF Pro and Yoast.
One of the key features of the site is the Take Home Today Dresses page, which offers customers the ability to find dresses available in the sales. The page was created using a custom post type on WordPress so the dresses can be easily maintained in the CMS. This allows several hundred dresses to be filtered by designer, style, size and store – this was done using jQuery and custom parameters in the URL. The customer is then directed to the appropriate store in order to complete the order.
The client undertook a national advertisement campaign on STV and I created a dedicated page to house the new video content. The page was designed and developed with YouTube-style video thumbnails and icons to entice the user to watch each of the videos.
The website utilises large, captivating images that reinforce the premium quality of the bridal dresses and inspires customers for their wedding. The images used on several pages were taken from the STV advert to provide the website with a consistent theme throughout.
The website is optimised for all device types, meaning the user has a great experience on mobile, tablet and desktop. The website also makes use of an SSL security padlock, meaning it is safe and users can trust in the security of the website.
SEO and Analytics Report
I was responsible for the implementation of the on-page and technical SEO. Some of the key considerations include mobile-friendliness and page speed optimisation.
Disclaimer – The analytics report shown above is a sample report that highlights the potential insights that can be obtained. Any client data is collated privately and is not shown to the wider public.
Custom events are tracked on the website using Google Tag Manager so the company can track the performance of contact enquiries and products.
After the launch of the website, I created an analytics dashboard so that the performance of the website could be monitored. The White Dress have a better understanding of their customers and how they use the website. Therefore, the client can make better-informed business decisions for their online strategy.