THE KNOT
A dashboard that helps guide and track progress on your key wedding decisions
CHALLENGE
Early in the 2017 planning process, The Knot realized the need to improve their disparate and bloated consumer product portfolio. The existing user experience consisted of a set of narrowly focused tools with little to no communication between products or user sessions.
The dashboard’s redesign became critical to connecting all disparate tools. The old dashboard (above) presented both user and business problems that we needed to solve for:
–Did not retain 70% of users in the first month
–Quality leads to vendors are down (only 3.5%)
–Did not help users communicate with guests (1.8% Web)
–Does a bad job of tracking progress across all tools
–Did not provide the couple with planning guidance
–Was Desktop first
PROCESS
–Facilitated ideation workshops
–Feature prioritization exercise with product manager and tech lead
–Created user/task flows and wireframes
–Developed all sorts of low to high fidelity prototypes
–Usability testing (usertesting.com) and survey
–Contributed grid and layout rules to the the Design System
–Audited TheKnot.com: its ecosystem and individual tools
–Immersed myself in existing research such as bridal diaries (longitudinal research)
–Interviewed and observed how a Wedding Planner interacts with clients
–A ton of competitive research and analogous examples
–Mapped out a couple’s user journey
Right (Top to bottom): Rough rapid prototyping, Interviews and surveys, design system commits
OUTCOME FOR V1
POTENTIAL ITERATIONS
GUIDANCE EXPERIMENT
Hypothesis: We believe that providing actionable, contextual guidance throughout the planning journey will keep couples engaged in solving for their most important in-the-moment needs. We believe that guidance focused on making/deciding on the Big 5 Key Decisions (Where, When, Who’s Coming, How Much, What Style) is an effective way to help newly engaged couples to plan their wedding.
