Case Study Professional Bridal Beauty Stylist 

Professional bridal beauty stylist for brides with destination wedding in Italy, mainly Tuscany.

Website design for bridal makeup and hair stylist professional.

Project Duration
April to May 2023

My Role
Lead UX Designer, Website Creator,

The Problem
Destination weddings in Italy are hard to plan when you live in a far away country especially when looking for a professional beauty stylist.

The Goal
Create a site for the professional beauty stylist, stating the services offered and how the client can evaluate the professional with consultations, trial meet-ups, pricing, and more. Created to reduce the stress of planning a stylist for a destination wedding and give the security they are choosing the right stylist for their wedding look.

Site Map


Mobile low-fidelity prototype

Desktop low-fidelity prototype

HighFi Prototype

Mobile high-fidelity prototype

Desktop high-fidelity prototype


I learned it is imperative to do the research for your product and give out a survey or interviews to create the data needed for your client base. Create empathy maps and follow-up questionnaires to ensure your content gets the results required to promote to your clientele.

Marketing Strategy

Define your target audience – Millennial Brides and Grooms (ages 28-35)
Conduct market research – searched the internet and survey
Set goals and objectives for marketing campaign
A. Offer beauty services for Brides and Bridal Party in Italy
B. Offer cancellation policy to relieve fears of brides
C. Offer service packages that can be customized
D. Promote on all platforms
Develop a messaging strategy – clear, concise description of the value of the product to the target customer
Choose marketing tactics and channels – social media, email, website.
Define a budget and timeline
Create compelling content for campaign – graphic designer needed and photographer with wedding photos of previous hair and makeup on brides
Measure and evaluate: with a follow up questionnaire for both brides booking the service and those that have declined.

This was a project for Tuscany Bridal Beauty where I was asked to work on a beauty stylist’s website. I had already created her logo and we are in the process of updating the website. It is a balance of what the stylist wants on her site and what the user needs on the site to make the final booking.

Research summary of the user

I conducted user interviews, which I then turned into personas and empathy maps to better understand the target user and their needs. When doing the research, I learned that there are many influences on the user: family, social media, bridal magazines, wedding planners, and internet searches.

Problem statement:

Emily Strongman is a 32-year-old, lawyer, planning a wedding in Italy and needs a way to select, evaluate, and test a qualified professional hair and makeup stylist in Italy, because destination weddings are hard to plan when you live in a far away country.

I created a user journey map of Emily Strongman’s experience using the site to help identify possible pain points and improvement opportunities.

When doing a competitive audit report, I discovered that target users use a wedding planner’s hair and makeup stylist selection, limiting the bride’s choice. The brides are living in another country and want to be able to contact by video talking to the stylist to go over their created the look they want for their wedding. This causes a usually enjoyable experience to become challenging for them, in return increasing fear and stress. A bride wants to be relaxed on their day, and they want to be able to rely on their stylist to be at the desired place and create the look of their dreams.

While keeping the user’s pain points in mind, I sketched paper wireframes for each screen for my website, focusing on navigation, browsing, and contact form flow in mind. I optimized the home screen paper wireframe with different variations to the right resulting in a refined homepage experience for users.

Moving from paper to digital wireframes made it easy to understand how the redesign could help address user pain points and improve the user experience. Prioritizing a helpful menu, especially with a contact page with a detailed contact form. Visual awards stickers placed on the home page were a key part of my strategy for showing professionalism and quality. Finally, I could add the low-fidelity prototype links to create interactive digital wireframes for both mobile and desktop screen size variations.

Usability Study

With the usability testing on both  the low and high-fidelity prototype testing, I was using these Key Performance Indicators (KPIs)

Time On Task

Use Of Navigation Icons Vs. Search

User Error Rates Conversion Rates

System Usability Scale (SUS)

The KPIs used were to gauge the progress and insights of the user and the different tasks to get to the final booking through the contact form.