Registry E-commerce

 

The Opportunity

Catch up to competing platforms in the wedding registry space, while building a new line of revenue for the client and their retail partner.

Outcome

Launched a mobile-first registry e-commerce platform to build a new-to-market e-commerce line of business and revenue stream.

 
 
 
 

My Role

People

Partnering with client-facing stakeholders, including the Director of Design and VP of Product to align and develop roadmap to achieve revenue targets.

Process

Iterative launch process, ensuring the voice of the users was involved throughout the process

Practice

Lead designer on the product feed delivering high-quality user experience

 
 

The Approach

At the outset, I conducted a competitive analysis of leading e-commerce and registry products, focusing on mobile-specific experiences. From this, we noted trends to inform our product decisions.

 
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After exploring the current landscape, I conducted a series of interviews with current users on the platform to learn about their wedding planning experience, and where building their registry fit into the process. From this research, I was able to develop a persona of couples highlighting their jobs, pains and gains.

 
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We took a multi-phase iterative approach, building out full functionality across a series of releases. This allowed us to test and collect data as users were interacting with the product.

 
 

Cash Funds

The first phase of rolling out the registry catalog was to integrate existing cash fund products into the existing iOS app. This served as a proof of concept of the viability of a mobile e-commerce platform while adding a revenue stream for the Knot.

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Product Catalogue

Phase 2 integrated the partner retailer product feed into the iOS app, allowing couples to choose from a curated selection of over 3,000 gifts to add to their registry. This was the MVP release of the full product catalog.

 

Search and Discovery

To establish a baseline of expected browsing vs. search behavior, I conducted a series of near-field tests, observing behaviors on existing e-commerce products. We tested with Houzz, a curated image-based browsing experience, and Amazon, a search-focused app.

Phase 3  Search and Discovery Copy.png
 

Based on our findings, and research, we found a bias towards browsing categories, and filtering down, to find products, instead of targeted search.

 
 
 
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Curated collections helped satisfy the common pain point of users not knowing where to begin, or what to browse for, and the opportunity to leverage the brand’s trusted expertise. 

 
 

Catalogue for Web

After observing how the catalog performed on mobile, we moved to develop the version for desktop and mobile web, integrating the existing cash funds functionality and the full product feed. Moving to web allowed merchandizing to have a direct link to specific products in promotional materials.

Phase 4  Search and Discovery Copy 2.png
 

Outcome

The full mobile Registry Catalog was released to 100% of users in September of 2018 with with ~400 couples adding 2+ products to their registries.

 

Release

September 2018

KPIs

Couples with 2+ gifts added to registry
Couples with at least 1 cash fund added to registry