Company's revamped sales processes also contributed to the overall growth significantly.

Improving Lead Quality & Driving Sales Meetings Through a Personalized Wedding Planning Tool

Building the intake foundation that tripled serviceable leads and reduced pitch time from 3 days to 5 hours.

Team

1 Designer,
1 PM, 4 Devs

Timeline & Role

~1 Month

Research
Ideation
Prototyping
Iterations

Company

Betterhalf.ai
(The Wedding Company)

The client’s manual lead submission process was inefficient, error-prone, and frustrating for users. We set out to design a web-based tool that would collect client requirements accurately and provide immediate, actionable value. The project was delivered in two iterative phases:

Phase 1 (0 to 1): Streamlining the Lead Submission Experience

Phase 2 (1 to N): Refining the flow to increase total serviceable leads

The tool is now central to operations, helping planners prepare better, respond faster, and close more deals.

6x

Average lead-to-pitch time dropped from 3 days to 12 hours

66%

Qualified or serviceable leads increased from 544 to 1,630 per month

85%

Monthly clients onboarded increased from 54 to 358 with WPT and the systems

Phase 1 (0 to 1)
Streamlining the Lead Submission Experience

Phase 1 (0 to 1)
Streamlining the Lead Submission Experience

Phase 1 (0 to 1)
Streamlining the Lead Submission Experience

The Problem

The original process relied on multiple back-and-forth calls, resulting in:

The original process relied on multiple back-and-forth calls, resulting in:

The original process relied on multiple back-and-forth calls, resulting in:

  1. Slow Turnaround: It took an average of 3 days from lead capture to client connection.

  2. High Drop-off: Only 20 out of every 100 leads resulted in a meeting (80% drop-off rate).

  3. Proposal Errors: Inconsistent information led to ~30% of proposals containing errors, reducing trust and leading to poor meetings and fewer lock-ins.

Lead submission to first meeting took at least 3 days - too slow to retain prospective clients' interest.

Lead submission to first meeting took at least 3 days - too slow to retain prospective clients' interest.

Lead submission to first meeting took at least 3 days - too slow to retain prospective clients' interest.

Wedding Planners' Pain Points:

  1. Lack crucial wedding details before meetings

  2. Need budget clarity to assess feasibility

  3. Overwhelmed by lead volume, unsure who to prioritize

  4. Leads drop off due to delays and miscommunication

How might we accurately capture user requirements while keeping the process simple?

How might we accurately capture user requirements while keeping the process simple?

How might we accurately capture user requirements while keeping the process simple?

Understanding the User

I spoke with Wedding Planners and Relationship Managers; and listened to many calls with clients at different stages of the planning process.

Brides/Grooms

Generally serious enquiries; might be decision makers; seeking end-to-end planning; know what planners do.

Parents

Generally serious enquiries;
key decision-makers;
price-sensitive & skeptical;
seeking particular services.

Users' Pain Points:

  1. Feel overwhelmed due to lack of planning experience

  2. Don’t know how much to budget or what things should cost

  3. Feel confused and uncertain during initial calls with planners

  4. Get frustrated by having to repeat themselves and unclear next steps

  5. Feel let down by slow responses and generic recommendations

Users' Pain Points:

  1. Feel overwhelmed due to lack of planning experience

  2. Don’t know how much to budget or what things should cost

  3. Feel confused and uncertain during initial calls with planners

  4. Get frustrated by having to repeat themselves and unclear next steps

  5. Feel let down by slow responses and generic recommendations

Designing the Experience

The goal was to ask the right questions, make sure users share their requirements, and deliver value on time.

Capturing requirements

Dashboard - Desktop

Instant venue results

Pre-proposal dashboard

Post-proposal dashboard

Result

3x

Average lead-to-pitch time dropped from 3 days to 24 hours

70%

Proposal error rate dropped by 70%, improving call quality and onboarding success

77%

Meetings done with new users increased from 141 to 617 monthly

Phase 2 (1 to N)
Increasing the Number of Serviceable Leads

Phase 2 (1 to N)
Increasing the Number of Serviceable Leads

Problem

While the tool had a strong fill rate (~70%), many leads were not converting due to:

While the tool had a strong fill rate (~70%), many leads were not converting due to:

While the tool had a strong fill rate (~70%), many leads were not converting due to:

  1. Low Qualification Rate: Only 20% of leads were serviceable, primarily due to budget mismatches.

  2. Unattended Meetings: Many meetings were scheduled but not attended, often due to misalignment in expectations or inaccurate proposals.

  3. Lack of Readiness: Users didn’t have confirmed wedding dates or basic clarity on budget.

  4. One-Size-Fits-All Questions: Destination weddings required unique details, the default form didn’t capture these, causing drop-offs.

Quantity ≠ Quality

Quantity ≠ Quality

Quantity ≠ Quality

A high fill rate didn’t translate into meaningful business unless more leads were qualified and retained. The requirements captured from users had to be more detailed but with the least cognitive load, for accuracy in pricing.

How might we increase lead quality while preserving ease of submission and high fill rates?

How might we increase lead quality while preserving ease of submission and high fill rates?

How might we increase lead quality while preserving ease of submission and high fill rates?

What is a good lead?

We analyzed data with planners and operations teams to define a high-quality, serviceable lead:

Person enquiring

Person enquiring

Person enquiring

To-be-weds (bride and groom) and/or decision-making parents.

Appropriate budget

Appropriate budget

Appropriate budget

Budget high enough that is aligned with the desired city, guest count, duration, property type, and services required.

Nearing wedding date

Nearing wedding date

Nearing wedding date

People getting married within 6 months generally had serious and urgent requirements.

People getting married within 6 months generally had serious and urgent requirements.

People getting married within 6 months generally had serious and urgent requirements.

Improving the Experience: Smarter Qualification, Minimal Friction

We refined the form logic to extract better signal from fewer, more insightful questions, with less jargon and more relevant & actionable tips. All of this was done without increasing form length, ensuring it remained approachable to first-time users unfamiliar with the process. We were able to achieve this by only asking the minimum number of questions based on cities and services selected.

Dates and/or no. of days

Accurate guest count

Submit & schedule meeting

Loading before proposal

Result (since Phase 1)

45%

Qualified or serviceable leads increased from 891 to 1,630 per month

24%

Monthly clients onboarded increased from 272 to 358

“

The Wedding Planning tool is our hero product. It was a much needed solution and we can not function without it. It also helps build the first layer of trust with customers. ”

Ramkumar

VP, Product | Betterhalf (The Wedding Company)

The Wedding Planning Tool is now the backbone of operations, essential to how we qualify, pitch, and convert leads.

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