REBRANDING AND EVOLVING ROCK MY WEDDING

            Role
            Product Designer — rebrand + platform evolution
        
            Year
            2024–2025
        
            Scope
            Brand direction, UX/UI design, media kit, illustration art direction, editorial & supplier UX, revenue analysis, rapid prototyping with Claude Code
        
            Team
            Product Owner, 2 developers, content team, SEO specialist, freelance illustrator

Full Case Study Coming Soon (WIP)

I inherited an externally-built website for the UK's number one wedding editorial platform and evolved it page by page — brand direction, editorial redesign, supplier experience, and revenue strategy.

One standout moment: when we hit a complex UX challenge around the supplier enquiry flow — balancing ease of sending with spam protection and data security — I used Claude Code to rapidly prototype interactive solutions, presenting working HTML demos to the team instead of static mockups. It changed how we made decisions.

            Rebrand
            Elevated the brand's position from inherited agency design to editorial polish with personality, unlocking advertiser interest and the first ad sale
        
            Engagement
            Doubled time on site through incremental redesigns of homepage, articles, categories, and cross-linking
        
            Supplier Experience
            Improved listings discovery and cross-linking, growing supplier page views 2–3x
        
            Full Design Ownership
            Led every aspect from brand positioning and illustration art direction to UX strategy, developer collaboration, and content team support
        
            Revenue Analysis
            Identified the broken value transfer between editorial traffic and supplier pages, reshaping the product roadmap

Dynamic Prototyping with Claude Code

A sneak peek at the process — leading a discussion with developers about the complex sign-up and enquiry flow. I built an interactive prototype with Claude Code featuring quick-switch flow demonstrations, simulated email verification, and other dynamic elements. It replaced days of back-and-forth discussion and trial-and-error video calls. This was my first time using this approach, and it proved successful — far easier to present to stakeholders too.