As I conducted a full audit of The Knot’s existing registry, I identified major UX & Usability issues, key drop off points, and outdated UI styles.
After developing a solid understanding of the registry landscape, I sought to learn more about the couples using The Knot’s registry. What are their pain points? What are their registry needs? How are they currently using The Knot’s registry? I dug deep into analytics, and interviewed many couples to learn more about their behaviors.
Armed with this research, I gathered the main Registry stakeholders to participate in a collaborative session to hash out our product strategy. Our mission centered around the long term goal: Re-evaluate the registry product so that it serves the most value to our couples, driving them to create & engage with registries that they want to share. We emerged with the key insight that aggregation was a central part of our registry product strategy.
User’s “Jobs to be Done”:
When I create a Knot registry, I want to see all my desired gifts in one place so my guests know exactly what I want and where to buy it.
How might we deliver the most value to couples as an aggregation tool in order to successfully guide them through their registry experience?
user journey & sitemap
During our collaborative team sessions, we outlined a couple’s registry user journey outside of the limitations of our product. We paired each stage of their journey with the user’s goal, as well as what they were doing, thinking, and feeling.
From low to medium fidelity, I blocked out how the experience was organized, what it would look like, and how it would behave.
Registry Blank State
The blank state is intended to catch couples earlier in the funnel, before they’ve started their registry, to let them know about The Knot’s registry product and show them the value we can deliver.
KPI: Increase registry creation rate
Our registry creation goal has surpassed our quarterly projections, and we attribute that increased conversion to our design efforts.
registry management page
Couples with registries in multiple stores expressed many pain points in keeping track of all of their gifts, communicating a need for an aggregated birds eye view of their registry status. We introduced the concept of a registry tool, where couples can not only view all the gifts on their registry, but they can get a quick snapshot of their registry’s “health.” They can understand at a glance whether they need to add more gifts, or whether a certain price range has been sold out.
KPI: Increase in couples with 2+ registries
The ‘Add Gifts’ CTA in the Gift Tally section increased conversion of couple’s adding multiple registries by 20%
We recently incorporated registry into The Knot’s iOS and Android apps, in hopes of driving more adoption of the product and increasing registry creates.
KPI: Increase registry creates
The new registry feature is doing a great job at driving users to create registries and has increased our creation revenue by 2% since its launch in June 2018.