Making the Case for Violet
THE CHALLENGE
Identify a $50 million opportunity in the social expression space (B2C), secure capital funds, build the team to design, develop, and launch for Beta testing.
Key Considerations
Significant addressable market
Favorable target demographic
Market ready for innovation
Opportunity for competitive differentiation
My Role
Product Manager, Visionary & Evangelist
Sample slide from our investor pitch: "What is Violet?"
The Opportunity
By researching consumer trends, various attitudes and behaviors of key customer segments, and conducting SWOT analysis of providers in the social expression space we arrived at the following opportunity:
significant MARKET size
The Wedding Industry
favorable DEMOGRAPHIC
Millennials
READY FOR INNOVATION
Wedding Branding & Stationery
Mood boards created to inspire brand development.
Customer Empathy
We interviewed couples and subject matter experts to hear about their wedding planning process. From our interviews and market research, we created three primary personas and a customer journey, which highlighted motivations and goals of the user.
Identifying the Problem
The wedding industry is extremely fragmented between many different service providers and regions. It can be very challenging for couples to define and communicate their personal style to family, friends, and vendors and to keep their style consistent across the event.
We also saw an opportunity to help couples be creative and play a key role in designing their wedding while achieving professionally designed results.
How is IT being done today?
discovered market gaps
DIY
Costs can add up to purchase the right tools & materials
Assembling is time consuming, exhausting, and tedious
Lack of creativity or creative focus
Mistakes are costly and time consuming
DIY + TEMPLATE
Costs can add up to purchase the right tools & materials
Designing is time consuming, requires software knowledge
Practical printing methods are limited & unpredictable
PERSONALIZED TEMPLATE
No real interaction w/ design professionals
Selection is limited
Templates are restrictive
Online editing tool is dated and difficult to use
Difficult to apply a selected style consistently throughout an event
CUSTOM
Must book design professionals early and pay deposit
Design services are limited and usually stretched thin when serving multiple clients
Facetime is limited
Quality is varied and usually decided by workload
Expensive
Introducing Violet
Design your unique wedding style, create your branded stationery suite, and ensure a beautiful wedding by connecting to vendors that can help you achieve your vision.
CREATIVITY
Enable users to discover and craft their wedding brand and style guide.
CONSISTENCY
Allow users to share their personal brand and collaborate with their wedding ecosystem.
CONFIDENCE
Offer professional consultation or full customization.
CONVENIENCE
Provide online tools that enable users to execute on their wedding brand when and where they want.
Click Image to Enlarge
A prototype was built to demonstrate the flow and basic interactions on a mobile device.
Demonstrating our approach to the iterative design process.
Wireframes and visual design concepts for the app and the marketing website.
Product Offering
Complementary services & products that
uniquely extend your wedding style.
Customer Creations
Outcomes
Partnering with a handful of independent designers and event branding professionals, Violet launched successfully in 2015. The product received positive reviews from brides for its rich and engaging online platform. It has been featured in several publications including Seattle Met Bride & Groom, Southern Weddings, and Refinery 29.
“Violet gave me the freedom, expert guidance, and design tools to create an unforgettable wedding.”
Unfortunately, after two years of research and development work, the product was shut down due to the loss of capital from our parent corporation.