Case study 01
Rebecca James Bridal website and rebrand
Designing an inclusive e-commerce journey around user needs, research, analytics and continuous improvement.
Year
· Original Design 2021
· Major Rebrand 2026
Role
UX Designer, Customer Journey Manager and Content Design Lead
Organisation
Rebecca James Bridal
Tools
Figma · Miro · Adobe Suite · WordPress · WooCommerce · Analytics
Rebecca James Bridal homepage, 2026 rebrand.
Overview
The website supports both a Belfast boutique and online retail. It brings discovery, product information, appointment booking and e-commerce into one connected customer journey.
The challenge
Bridal and occasion-wear shopping is emotional, time-sensitive and information-heavy. The experience needed to help people move confidently between researching, booking an appointment and buying online.
User needs and tasks
Primary users include brides, mothers of the bride or groom, bridesmaids, wedding guests and people shopping for formal or occasion wear. They need to find relevant products quickly, understand sizing and availability, view clear product information, know what an appointment involves, book easily, buy online and understand delivery and returns on desktop or mobile.
My role
I led the website structure, wireframes, customer journeys, visual identity, page hierarchy, calls to action, copy and SEO work. I considered every piece of content in the context of the wider shopping experience.
Research and evidence used
The work drew on competitor review, target-market research, shopping behaviour, recurring customer questions, analytics, search behaviour, customer feedback and conversion data. These signals helped prioritise the information people needed at each stage.
Content structure and journey design
I organised the journey around clear routes: browse, understand, book and buy. Calls to action, product detail, appointment information and reassurance content were positioned according to the task rather than internal business structure.
Collaboration
The work required coordination across boutique staff, e-commerce operations, customer service and marketing so that online promises matched the real service and available stock.
The 2026 rebrand
The transition from Curvy Chic Bridal to Rebecca James Bridal covered visual identity, messaging, website content, terminology, search visibility and customer continuity. The change broadened the brand while preserving recognition and useful routes for existing customers.
Outcome and continuous improvement
30,000+
Unique website visitors monthly
Continuous improvement
Continuous improvement is most effective when analytics, customer questions and operational knowledge are considered together. Content becomes clearer when it reflects what happens before and after the screen.
Next improvement
I would develop more advanced product discovery, including search, size filters, occasion filters, colour, style, price, availability and comparison. As well as endevouring to make the content on the site even more accessible.