Wedding Paper Divas launched around 2006 to even out the seasonality of the main cards and stationery business, Tiny Prints, which concentrated in the months around Q4. For years, the brand was a copy of tinyprints.com with different merchandise.

For the 2014 roadmap, the company decided to invest in the business to capture a bigger share of the wedding market.

Around November of 2013, we invited 20 recently engaged or married couples to the office to discuss wedding planning, stationery and to generate new direction for the brand.

We had 3-4 users grouped with one person from the team who guided the conversation and collected the feedback. After a discussion around a topic or theme, each group would present back to the room and have a larger discussion.

We grouped our findings around Challenges, Themes and New ideas:

CHALLENGES

• There were diverse types of families and couplings, and many were searching for other couples who had incorporated similar traditions into their modern wedding for guidance.
• Weddings are often more complicated than anticipated, and it was hard for the couple to know how to navigate tricky interpersonal situations.

THEMES

• Looking for real experience of couples who have done this already.
• Overwhelmed by the selection of products and services. It was hard to describe what they wanted, but they know it when they see it.
• High degree of customization - important for the wedding to represent the couple’s uniqueness.

NEW IDEAS

• Color is important. For example our ‘pink’ filter will show everything from bright fuchsia to pale pink, which are drastically different wedding themes.
• Showing the ‘whole solution’ instead of merchandising each item separately.