Arizona Bride
An end-to-end redesign of a bridal media platform, blending editorial storytelling, vendor discovery, and advertising, shared across Iron Diamond Media's seven sister publications.
Outcome
A restructured taxonomy and a scalable framework for both content and revenue growth, currently rolling out across the network.
- Role
- UI/UX Designer
- Team
- Client stakeholders + developers
- Type
- Website Redesign
- Status
- In development
Problem
The site blurred the lines between inspiration, vendor discovery, and editorial content. Navigation lacked hierarchy, the visual system was dated and inconsistent, and oversized ad placements disrupted the reading experience.
Task
Modernize the brand and information architecture for the editorial and vendor platform shared across Iron Diamond Media's seven sister bridal publications, while building a structure that scales with future content and ad growth.
The audit
I audited the site's core templates, including the homepage, article pages, vendor listings, and gallery experiences, and found three problems working against the brand:
- Navigation complexity. Content categories overlapped and lacked hierarchy, making it hard for a reader to move between inspiration, vendor discovery, and editorial content.
- Visual inconsistency. Typography, spacing, and imagery were dated and lacked cohesion, weakening brand authority in a highly aesthetic industry.
- Ad intrusiveness. Oversized ad placements disrupted reading flow and reduced content immersion.
A clearer information architecture
I restructured the taxonomy around clearer top-level categories: Wedding Pros & Venues, Fashion & Beauty, Weddings, Events, and Shop, with Podcasts, Sign Up, and Log In surfaced separately from the content categories. The goals were to simplify primary navigation, establish intuitive pathways between editorial and vendor content, and reduce the cognitive load on high-traffic pages, so a reader can move seamlessly between inspiration and action.
Impact
While the project is still in development, the new structure is already built for growth:
- Increased ad placement opportunities
- Improved content discoverability
- Stronger brand positioning in a competitive bridal market
More wireframes and flow diagrams to come.