Daryl Hamilton Photography is a service that helps price conscious women capture and relive significant emotional moments in their lives. It removes the burden of cost by providing quality work at an affordable price. My role was to re-design the website so as to help Daryl's brand look more professional and elegant. Above all, I also wanted to help Daryl create a smart website that resonated deeply with his audience in order to increase conversions.
Screenshot of D.H.Photography's original design
The first step was to perform user research in order to get a better understanding of the challenges of the photography industry, as well as to understand Daryl's target market better.
A competitive analysis of 3 local photographers revealed the following findings:
• The website layout should be minimalistic so as to showcase and bring out the photographer's work,
• Social proof is an important component and can be demonstrated through awards, published work, and testimonials,
• Landing pages for the different types of photography services should be designed with that particular user persona in mind (i.e. portraits, engagement, wedding, maternity),
From the competitive analysis findings, I already knew that the new design had to be minimalistic and clean. But what about the website copy? A picture might speak 1,000 words, but well-crafted copy can elevate a brand in the eyes of its audience by making it relatable.
In order to understand the target market's needs and motivations, I ran a couple of 15 minute in-person interviews with women who had recently gotten married and had hired a photographer at a lower price point for their engagement and wedding photographs.
The most important interview findings included:
• These women felt that they already had a lot to deal with and pay for in their weddings; because of this, finding a photographer that provided an affordable service was a priority.
• Second in their list of priorities when looking for an affordable photographer was the quality of his work. They wanted to see examples of his work, and they wanted to see that the photographer's work had some sort of creative flair to it and that the people in the photographs looked comfortable and natural. A sort of "here is an average every day person captured beautifully."
• Comfort appeared to be a rather big pain point for both women, as they both expressed their insecurities around posing for a camera. They wanted someone they could trust and who could make them feel comfortable as they went through the photography session because posing for the camera did not feel natural to them.
• Both women had a list of specific moments that they wanted to capture during their weddings or engagement photos. They wanted to capture and immortalize the walk down the isle, the wedding party, getting ready before the ceremony, and the guests. Why? To one of the women, this was a happy and exciting time to be able to walk down the isle with her father who had had a heart attack only 7 months prior.
• Regarding the true value behind hiring a photographer, one of the women expressed how when she was going back through her wedding pictures, she was actually re-living the moment again.
Next, user personas were created to guide the design, copy, and development of the website.
This project is in progress. Stay tunned for updates.
Mid fidelity mockup of D.H.Photography's new design with stock photography (IN PROGRESS)
© 2017 • Victoria Melchor • UX Designer