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As the creative director and lead product design for Evite, I led the redesign of our invitation creation flow, focusing on streamlining the user experience. Our previous iteration suffered from cluttered design, a lack of hierarchy, and overwhelming options on a single page. Key event details, secondary features (such as polling and affiliate links), and add-ons were all bundled together without clear differentiation, which led to user confusion and increased friction during the invitation creation process.
The new design approach simplifies this flow by breaking it down into five intuitive, digestible steps:
This step-by-step process helps users focus on one task at a time, creating a more enjoyable and efficient experience. The emphasis is on design first, ensuring that users can fully engage with the creative aspect of their invitation before diving into the more technical details.
Separation of concerns & clarity
In the older version, users were forced to juggle too much information at once, often leading to decision fatigue. Our new approach introduces a clean, clear separation of tasks, breaking the flow into distinct steps to guide the user journey. Each step has a singular focus to reduce cognitive load and encourage engagement.
Improved hierarchy & navigation
By introducing a strong sense of hierarchy, we prioritize essential elements (such as design and event info) while keeping additional features (like polling and affiliate links) accessible but not front and center. This provides a structured path, where users can advance through each stage logically without feeling overwhelmed.
Design-centric focus
The new flow starts with designing the invitation—positioning this as the first step emphasizes creativity and aligns with Evite’s design-first methodology. Users can explore themes, colors, and layouts before moving on to logistics. This keeps the focus on personalization, which is a core value of the Evite experience.
Streamlined interaction
The older version lacked cohesion in terms of interaction, resulting in inconsistent user behavior and increased drop-off rates. By limiting the number of steps users engage with at any given time, we enhance ease of use and improve flow, minimizing errors or distractions.
Enhanced preview experience
A dedicated preview step allows users to review and ensure all aspects of their invitation are correct before finalizing. This prevents the user from feeling rushed, encouraging attention to detail and allowing them to make adjustments in a controlled environment.
Optional guest add-on before checkout
For greater flexibility, we allow users to add guests at the end of the flow, rather than being forced to commit this information early on. This helps reduce friction in earlier steps and allows the guest list to be an optional final touch before checkout.
Overall, this new design significantly improves usability and aligns with our commitment to a design-first approach, delivering a smoother, more enjoyable invitation creation experience for users, as well as increasing our premium adoption rate from 8% to 20%.
