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(06) Executive Summary

Ette

Bachelorette planning runs on five apps and one exhausted person. Ette puts the whole trip and the whole group in one shared space.

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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

Overview

A planning tool that feels like a digital best friend.

Twelve planners aged 25–34 described the same trip: group chats in one app, a spreadsheet in another, payments chased by text, and one person, usually the maid of honor, holding all of it. I designed Ette around a single shared home screen where budget, itinerary and decisions live together, with an AI Concierge that anticipates the next detail and hands the group something to act on rather than another empty field to fill in. Research, naming, identity, IA and interaction model, end to end.

The problem

"Planning a bachelorette shouldn't feel like a second job"

Twelve interviews and surveys with recent and upcoming planners, plus a teardown of the tools they were already stitching together. Affinity mapping reduced the findings to three pain points that all trace to the same cause: the gap isn’t organization, it’s ownership.

PAIN 01 / FRAGMENTATION

Scattered across apps

Communication lived in several tools at once. Decisions were inconsistent, hard to find, and easy to lose.

PAIN 02 / MONEY

Group budgets are messy

Splitting costs meant awkward tracking, unclear balances and no shared view of who had paid.

PAIN 03 / LOAD

One person carries it

The planner absorbs the mental load, chases every reply, and burns out before the trip begins.

The solution

One shared space, an AI Concierge that anticipates, and the plan stops living in one head.

Four connected pieces spread the work: a dashboard everyone can read, polls that turn opinions into decisions, budgets that settle themselves, and an AI Concierge that does the anticipating, surfacing the next decision, a cost estimate or an option set before anyone has to go looking for it. 66.7% of planners wanted a single platform to handle budget, itinerary and communication, which is why the product is one home screen rather than a suite.

01 / Dashboard

The trip at a glance

Progress, countdown, guest list, expenses and itinerary on one home screen, visible to the whole group instead of one organizer’s notes app.

02 / Polls

Decisions, not debates

One-tap polls for dates, destinations and activities, with deadlines and comments attached, so a choice gets made and stays findable.

03 / Budgets

Money without the chase

Costs split per person automatically with payment status per guest, so no one has to tally receipts or ask twice.

04 / AI Concierge

The load, carried

AI Concierge feature anticipates what the trip needs next, budget suggestions, flight coordination, activities and stay options, and puts it in front of the group as something to approve rather than something to research.

Impact

Tested with real planners. They flew through it.

In a moderated usability test, 100% of participants completed the full create-a-trip flow and rated it easy, 80% found labels and buttons very clear, and no one reported a point of confusion.

Problem identified

Design decision

Validation

Scattered across apps

One shared dashboard

Progress, countdown, guest list, expenses and itinerary on a single home screen the whole group can open.

66.7%

Wanted one platform for budget, itinerary and communication.

Decisions stalled

One-tap polls with deadlines

Dates, destinations and activities become a vote with a closing time and comments in one place, so the group converges without the planner refereeing.

100%

Finished the create-a-trip flow unaided in moderated testing.

Group budgets are messy

Automatic splits, visible status

Costs divide per person as items are added, with payment status per guest, so the awkward follow-up becomes a glance.

Top 1

Budgeting ranked the single largest pain point across interviews.

One person carries it

AI Concierge, shared by default

The concierge anticipates the next detail and proposes it, budget suggestions, options and reminders, so deciding, paying and remembering sit with the whole group instead of one organizer.

80%

Found labels and buttons very clear, with no reported confusion.

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