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(06) Full Case Study
Ette
Bachelorette planning runs on five apps and one exhausted person. Ette puts the whole trip and the whole group in one shared space.
Read executive summary→
Project type
Product Design, Branding, End-to-End Mobile
Project role
Product Designer, UX Researcher, UI/UX Designer
Date
2025
Project type
Product Design, Branding, End-to-End Mobile
Project role
Product Designer, UX Researcher, UI/UX Designer
Date
2025
01
Overview
A planning tool that feels like a digital best friend
A planning tool that feels like a digital best friend
Planning a group trip, especially a bachelorette is overwhelming, disorganized and emotionally taxing. Most of that weight lands on one person. Ette turns the chaos of group party planning into a single, stylish shared space.
I led this project end to end, research, brand concept, IA and interaction model. Reframing the app around one shared space for budget, itinerary and communication.
Planning a group trip, especially a bachelorette is overwhelming, disorganized and emotionally taxing. Most of that weight lands on one person. Ette turns the chaos of group party planning into a single, stylish shared space.
I led this project end to end, research, brand concept, IA and interaction model. Reframing the app around one shared space for budget, itinerary and communication.
Planning a group trip, especially a bachelorette is overwhelming, disorganized and emotionally taxing. Most of that weight lands on one person. Ette turns the chaos of group party planning into a single, stylish shared space.
I led this project end to end, research, brand concept, IA and interaction model. Reframing the app around one shared space for budget, itinerary and communication.
12
Planners interviewed & surveyed, ages 25–34
Planners interviewed & surveyed, ages 25–34
2/3
Wanted one platform for budget, itinerary & communication
Wanted one platform for budget, itinerary & communication
03
Shared jobs mapped to flows — dashboard, polls, budget
Shared jobs mapped to flows dashboard, polls, budget
Shared jobs mapped to flows — dashboard, polls, budget
02
The problem
"Planning a bachelorette shouldn't feel like
"Planning a bachelorette shouldn't feel like a second job"
a second job
"
01
01
01
Scattered across apps
Scattered across apps
Scattered across apps
Communication lived in multiple tools at once. Decisions were inconsistent and easy to lose.
Communication lived in multiple tools at once. Decisions were inconsistent and easy to lose.
Communication lived in multiple tools at once. Decisions were inconsistent and easy to lose.
02
02
Group budgets are messy
Group budgets are messy
Splitting costs meant awkward tracking, unclear who owed what, and no transparency.
Splitting costs meant awkward tracking, unclear who owed what, and no transparency.
03
03
One person carries it
One person carries it
The planner, often the maid of honor absorbs the mental load and burns out before the trip.
The planner, often the maid of honor absorbs the mental load and burns out before the trip.
Takeaway
Takeaway
The gap isn't organization, no one person should hold the whole plan alone.
The gap isn't organization, no one person should hold the whole plan alone.
03
process
What would make bachelorette planning easier?
What would make bachelorette planning easier?
12 interviews & surveys · 1 competitive teardown · 3 shared jobs synthesized
12 interviews & surveys · 1 competitive teardown · 3 shared jobs synthesized
A · Synthesis
Twelve planners, one clear ask.
b · affinity map
Budget, itinerary and communication, clustered.
c · persona
The maid of honor.
d · user/task flows
Mapping out the journey for bride and maid of honor.
e · low fidelity sketches
Early concepts and wireframes.
A · Synthesis
Twelve planners, one clear ask.
b · affinity map
Budget, itinerary and communication, clustered.
c · persona
The maid of honor.
d · user/task flows
Mapping out the journey for bride and maid of honor.
e · low fidelity sketches
Early concepts and wireframes.
A · Synthesis
Twelve planners, one clear ask.
b · affinity map
Budget, itinerary and communication, clustered.
c · persona
The maid of honor.
d · user/task flows
Mapping out the journey for bride and maid of honor.
e · low fidelity sketches
Early concepts and wireframes.
04
Brand & naming
A name that already feels like a good friend .
A name that already feels like a good friend .
Short-listed against elo, cleo and juno, ette won on familiarity, simplicity and warmth, a name that reads feminine and modern without trying too hard.
Short-listed against elo, cleo and juno, ette won on familiarity, simplicity and warmth, a name that reads feminine and modern without trying too hard.
Core values
Playful
Group planning as party, not chore.
Group planning as party, not chore.
Connected
Long-distance feels like the same room.
Long-distance feels like the same room.
Inclusive
Centers the bride, keeps everyone in.
Centers the bride, keeps everyone in.
Personalized
Every trip reflects its crew.
Every trip reflects its crew.
Seamless
One stylish space, no app-hopping.
One stylish space, no app-hopping.
Personality moodboard
Color palette
F298CB
621131
E3CFD9
EEEEEE
Typography
Bodoni Moda Bold
Bodoni Moda Bold
Headlines & CTAs
Headlines & CTAs
Bodoni Moda Medium
Bodoni Moda Medium
Subheadings
Subheadings
Urbanist Regular
Urbanist Regular
Body text
Body text
Logo
05 From research to design
Two in three planners wanted one platform to handle everything, so the product became one shared dashboard.
Two in three planners wanted one platform to handle everything, so the product became one shared dashboard.
01
One shared dashboard
Progress, countdown, guest list, expenses and itinerary: one home screen.
Research
66.7% of participants wanted a single platform to handle everything.
66.7% of participants wanted a single platform to handle everything.
Decision →
One dashboard surfaces progress, countdown, guest list, expenses and itinerary in one home screen.
One dashboard surfaces progress, countdown, guest list, expenses and itinerary in one home screen.
02
One-tap polls
Decisions land in-app, with deadlines and comments attached.
Research
Communication was inconsistent across apps; group decisions stalled.
Communication was inconsistent across apps; group decisions stalled.
Decision →
One-tap polls for dates, destinations and activities with deadlines and comments so decisions land in-app.
One-tap polls for dates, destinations and activities with deadlines and comments so decisions land in-app.
03
Smart, split budgets
Costs split automatically, with payment status per guest.
Research
Budgeting was a top pain point; transparency, tracking, shared expenses.
Budgeting was a top pain point; transparency, tracking, shared expenses.
Decision →
Costs split per person automatically, with payment status per guest and AI Concierge budget suggestions.
Costs split per person automatically, with payment status per guest and AI Concierge budget suggestions.
06
Outcome & reflection
In a moderated usability test, every participant finished the full create-a-trip flow and rated it easy, calling it intuitive, well-organized, and quick to use.
In a moderated usability test, every participant finished the full create-a-trip flow and rated it easy, calling it intuitive, well-organized, and quick to use.
0
0
0
points of confusion reported
100%
100%
100%
rated ease of use as "easy"
80%
80%
80%
found labels & buttons very clear
What's next
Enrich the context around decisions — destination photos, sample costs, activity previews — and grow the AI Concierge from budget tips toward fully personalized trip suggestions.
Enrich the context around decisions, destination photos, sample costs, activity previews and grow the AI Concierge from budget tips toward fully personalized trip suggestions.
01
Add destination photos, sample costs and activity previews around each decision.
02
Grow the AI Concierge from budget tips to fully personalized trip suggestions.
03
Broaden testing beyond bachelorettes to reunions and milestone group trips.
Let’s Work Together -
Let’s Work Together -
Let’s Work Together -