Borrowed and Blue took a unique approach to the competitive wedding market. With tens of thousands of images of real weddings, our advantage was a massive and accurate dataset of weddings, photos, and appropriately tagged local vendors.
B&B was acquired by Zola in 2018.
📈 Site-wide redesign simplified the design system and resulted in (much) faster page loads
🔎 Reworked Rails models and IA to move to enable shift to a more modern search experience
💳 Designed an in-house invoicing system for vendors using Stripe
One of my first projects was a complete, site-wide redesign in tandem with a Rails re-write (we were several versions of Rails behind). It was a challenging task on a short timeline, but I worked closely with the lead Rails engineer on the project and we turned around a faster, more organized site (supported by significantly improved post-redesign analytics).
I developed a new, simplified design system to use moving forward, and managed to dramatically reduce redundancies in our front-end codebase.
I worked closely with the engineering team to evaluate our dataset, and develop algorithms that provided additional relevant content, wherever you were on the site.
A significant portion of our time was spent identifying unused code and design components, simplifying our rails app to minimize unnecessary or inefficient database requests, and optimizing page-load times.
Of particular concern were the data models and information architecture that forced the site into a very siloed organization based on regions. These regions had been useful as Borrowed and Blue launched and rolled out content in different areas, but at scale, they were a huge headache. The old navigation was *very* siloed:
This kind of organization was a decent strategy for SEO, but hampered growth once B&B decided to go nationwide with their vendor and wedding database. The database models hadn't been designed with growth in mind and the entire product was essentially locked into these silos. Vendors wanted to be involved, but many didn't quite fit into a particular bucket, or (like many wedding photographers) were frustrated that they were being forced into one bucket, when they often traveled for work.
We did a significant amount of work to make the vendor models more flexible. Additionally we rethought the the customer-facing search experience and developed a new search algorithm that took into account location/radius, vendor profile completeness, customer ratings, and more. This also involved some repositioning on the vendor side, and we built a new version of our vendor dashboard to focus on profile completeness and new features.