In Japan’s evolving culture of ceremonial occasions like weddings and funerals, digital options are gradually increasing. While more companies are emerging in the funeral and bridal DX sectors and this field is growing as a business, digitalizing traditional culture may be convenient for some but may cause uneasiness for others who are apprehensive about changing long-standing practices.

In this article, the comprehensive wedding media company by Recruit, Zexy offers a “Zexy Online Invitations” service tailored for couples planning their wedding ceremonies. This service has garnered attention, winning the 2023 Nikkei Excellent Product and Service Award, and raises the question of the challenges and innovations faced in digitizing the established culture of wedding invitations. We spoke to product managers Ayaka and Akiko to learn about the innovations and challenges faced in digitizing wedding invitations, a well-established cultural tradition.

Ayaka Yagi | Recruit Inc.

Ayaka joined Recruit in 2018 after working as a PM in an infrastructure IT company. She has been involved in various services at Zexy as a PM. She has been part of the Zexy Online Invitations project since its inception.

Akiko Kawabata | Recruit Inc.

Akiko studied Information Design at the University of Tsukuba and joined Recruit. She works as a PM in the HR and wedding domains, particularly in the areas of family weddings and intimate ceremonies. After taking maternity leave in 2022, she returned to focus on the Zexy Online Invitations as a PM, expanding the recognition of web invitations and exploring new value propositions and developments in the wedding domain SaaS.

About Zexy

Zexy is Recruit’s bridal information service that covers everything from matchmaking to weddings and pregnancy. It offers a range of content and services related to lifestyle aspects stemming from marriage, including the comprehensive matchmaking service Zexy Enmusubi, the online platform for venue searches and wedding preparation information Zexy, and the information support for pregnancy and childbirth provided by Zexy Baby. The nationwide Zexy Consultation Counter allows face-to-face consultations with bridal advisors.

Why start with digitalizing wedding invitations?

── At Zexy, you offer various services tailored to couples’ lifestyles, with the newest being Zexy Online Invitations. Could you tell us more about this service?

Ayaka: It’s a service where couples getting married can share invitations with guests online, and guests can respond with attendance or absence online. This service can be used through wedding venues that have adopted it, so if the venue supports it, it can be used.

Besides sending invitations via LINE or email, couples can create custom-designed invitations that match the wedding’s theme and even send monetary gifts online.

── There are various tasks involved in preparing for a wedding, but why did you choose to digitalize invitations first?

Ayaka: There are two main reasons. Inviting guests is the first task after deciding on the venue. The second is that surveys showed that invitations were particularly cumbersome tasks for couples, so we decided to start here due to the evident need.

── What specific tasks are involved?

Ayaka: Many tasks place a burden on couples, guests, and planners.

These include deciding on invitation designs, printing addresses, affixing stamps, and more. If an address is wrong and the invitation doesn’t arrive, you have to find the correct address and resend it. If someone declines, you have to invite someone else to fill the seat. These tasks are more time-consuming than imagined. Additionally, there are multiple interactions with planners not shown in this diagram.

── It seems like there are many detailed and time-consuming tasks, as well as a lot of communication between the couple and the planner.

Akiko: For my wedding, I sent paper invitations, and it took a lot of time due to the variety and detailed check items. There are hundreds of types of invitations, and you have to check the design in person. You must carefully verify each printed address to avoid sending it to the wrong person.

I was satisfied because I was particular about the invitations, but having an online option would have been more convenient.

── What would you say is the biggest benefit of digitizing these tasks?

Akiko: The biggest benefit is that couples and venues always have shared the latest guest list. The most challenging part of wedding preparation was coordinating with the planner. Sometimes we exchanged Excel files to confirm attendance, mixed in with text instructions. This made me unsure if we were all looking at the same list and on the same page.

With an online database, all guest entries are shared in real-time, reducing the need for unnecessary confirmations, and providing significant reassurance.

Ayaka: With both parties having access to real-time data, there’s less need for extra verification, allowing more time to focus on the hospitality aspect. Improved communication drastically changes the amount of time available.

Another advantage of online invitations is the ease of customizing designs, creating a joyful anticipation. While receiving paper invitations is delightful, going digital allows for easy inclusion of pre-wedding photos, enhancing the shared joy.

── The service also includes online reception of Goshugi, the monetary gift*. What are the benefits of this feature?

Ayaka: After guests RSVP, they can choose to submit gifts online in advance or bring them to the venue on the day. The online payment feature allows for credit card transactions, catering to couples’ preferences.

*In Japan, it’s a tradition for guests to give monetary gifts called ご祝儀 (goshūgi) at weddings. This is similar to giving wedding presents but in the form of money. The money is usually placed in a special envelope called a ご祝儀袋 (goshūgi-bukuro), which is decorated and looks quite festive. It is usually handed to the reception desk when arriving at the wedding venue.

── It seems like many guests would appreciate not having to prepare gift envelopes and new bills!

Ayaka: The online payment feature was introduced during the pandemic to promote contactless interactions. It not only benefits guests but also makes it easier for couples to track and manage gifts, reducing the risk of loss at the reception and streamlining the process.

I’ve been a receptionist at a friend’s wedding, and it’s surprisingly demanding. Handling gifts, guestbooks, seating charts, and special requests like transportation can be overwhelming. Being responsible for the gifts throughout the ceremony can be stressful. With online payments, both couples and receptionists can enjoy the event without worry.

Combining user-friendliness with traditional Japanese culture in UI design

── Were there any particular aspects you focused on as you developed the service?

Akiko: One of the key areas we focused on was the user-friendliness of the UI. 

There is a lot of information required for invitations, from details like the venue address and phone number to the wording of the letter, making it a task that requires attention to detail. We made the input process easier by breaking it down into steps.

For the invitation wording, we provided some example texts to choose from, streamlining the process. Additionally, the venue address automatically links to the venue’s information, reducing the need for manual input. This is also a strength of our partnership with the venues. 

We also pay attention to the language used in the service, opting for neutral terms like “couple” or “partner” instead of traditional terms like “bride and groom” to make it more inclusive.

── How do you approach the visual design of the invitations?

Akiko: We conducted thorough research and curated a selection of 40 designs to cater to various needs. We made sure to offer designs that match different preferences and trends, ranging from formal to casual styles. They can choose different designs for their guests, which is one of the digital advantages.

Reducing effort allows for more hospitality

── While there are many cultural etiquettes in Japanese weddings, what aspects did you pay special attention to when digitizing them?

Ayaka: We believe it’s crucial to understand and address the concerns users may have. Some may feel that cutting down on effort and costs could be disrespectful, as there is a belief that investing time in handwritten, hand-delivered, or handmade items conveys more sincerity. 

Furthermore, a wedding is an especially significant event in many people’s lives, so trying something new can be anxiety-inducing. Even a slight sense of discomfort is not welcome. Therefore, many may hesitate to incorporate new elements. It’s a mindset of “I’m not sure if it’s considered rude, but let’s avoid what we are not sure of,” which leads to feelings of uncertainty.

── How do you address these user concerns?

Akiko: We communicate the benefits of online invitations, emphasizing how saving on invitations can enhance hospitality. Reduced costs can lead to better guest experiences, like improved meals or gifts. We also highlight how online invitations alleviate guest burdens, such as responding and sending gifts. 

We gather insights from Zexy’s research data to dispel concerns and promote a mindset that embraces digital solutions. We believe that once users start using our platform, they will find it reassuring.

Source: Zexy Marriage Trends Research 2023

── What feedback have you received from those who have used online invitations?

Ayaka: Common feedback includes appreciation for the cute designs and ease of setup. Many users find the service simpler than expected and appreciate the reduced effort.

Unexpectedly, some mentioned an increase in the number of attending guests. Sending invitations online allows for reaching out to more people and makes it easier to send new invitations in case of absences.

Akiko: Surprisingly, some couples mentioned they could create invitations during their commute, utilizing spare time. This usage was unforeseen, but the convenience of planning invitations solely on smartphones while chatting with their partners was well-received.

Expanding choices without losing tradition

─ It is expected that various ceremonies beyond weddings will be digitalized in the future. When digitizing traditional ceremonial cultures, what aspects do you think should be considered?

Akiko: We believe it’s essential to respect both traditional and digital cultures while enhancing the service value. Rather than completely replacing traditional practices, we see our service as an additional option. 

Digitizing traditional elements may not be adopted by everyone immediately, but we hope to gradually expand its usage.

Ayaka: Whether using analog or digital methods, the fundamental values remain unchanged. We aim to expand choices without entirely replacing traditional practices. By showcasing the strengths of each approach, we can preserve the culture while making it more accessible through digitalization.

Akiko: At the core, the wedding is about showing gratitude and celebrating those who have supported you. By valuing the essence of these traditions and streamlining where possible, we can enhance hospitality and expand the repertoire. We are committed to further enhancing the functionality and value for more fulfilling wedding experiences in the future!

── We look forward to the future features of Zexy’s Wedding DX. Thank you, Ayaka and Akiko!

Related Links
Zexy Online Invitation
Akiko’s Slides from Spectrum Tokyo Festival 2023

Supported By
Recruit Co., Ltd.