decorative pursuits

Summary

Mission

Transform an informational subpage into a conversion-focused, emotional homepage.

My Contributions

Audited the existing weddings page content and structure. Identified gaps in hierarchy, tone and calls to action. Defined user types, needs, and goals.

Experience

UX Design
Webflow development
Resource thinking
Graphic Illustrations

My Role

Provided UX/UI services to increase bookings for client.

mobile preview

The Process - Step 1

Getting Started

Existing Page Audit

The goal of this project was to completely redesign and expand an existing landing page. The page was difficult to navigate and had dead buttons. Additionally there was no way to book or reserve for you visit.

The client requested a complete redesign with the priority off the features and amenities of the venue.

Existing Page

Hero:

No clear distinct hero attracting customers. Where's the CTA??

Contact Form:

It's great they have the contact form accessible, but there could be a more of distinction between the form and the checklist. Also being consistent with buttons and colors.

Features:

The features presented are disorganized and don't give clarity to what is offered. The client mentioned this is one of the major points they wanted to update.

UI Principles:

Overall this site had no cohesive structure or goal. The client wanted a full resweep.

Content Strategy & IA

I restructured the page into clear, persuasive sections:

Hero: Romantic lakefront photography + “Say ‘I Do’ With a View” headline

Why You’ll Love It: Quick-hit value props (luxury, flexible, private, scenic)

Venue Highlights: Bridal suite, ceremony lawn, indoor ballroom, dockside patio

Social Proof: Testimonials or partner logos (future addition)

Call-to-Action: Book a tour + downloadable wedding checklist

Outcome: Users get an emotional hook first, then practical details, then a clear action.

Visual Design & Custom Illustrations

I designed floral illustrations for a romantic effect without overdoing the "rose" angle. I also included particle effect for shimmer and eye catching enhancement.

Mood: Elegant, serene, romantic
Palette: Neutral sand, soft blue-gray, white
Typography: Modern serif for headlines, clean sans serif for body
Photography: Emphasis on lake views, natural light, and joyful couples

Result: A calm yet luxurious aesthetic that reflects the venue’s lakeside setting.