25 Million Weddings and Counting…

Let’s Build an Online Store…

In early 2019, The Knot decided to take on the challenge of building their own online registry store. Up until this point, couples were only able to add registries through affiliates—i.e. Amazon, Bed, Bath & Beyond, etc. The company believed that building an internal online shopping experience would not only benefit couples—they could now find everything they needed for their registry in one place, it would also increase revenue for the company.

The Knot partnered with two external companies, Corra, Magento and Mirakl to help build the platform. Our internal design team was redirected to begin planning and building the front end of the shopping experience.

Our Austin design team was designated the “Registry Zone” and split into squads that included: Onboarding, Management & Retention, Shopping and Checkout. I worked on the “Shopping” squad. The focus of the Shopping squad was to plan and design category and product pages, as well as navigation, sorting and filtering.

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Guidance and Retention

One of the biggest challenges we faced with our new online store was guiding couples through this new experience, and keeping them there. There were many meetings and discussions on this topic—most continue until this day. 

One important area where we could implement guidance and increase retention was category pages—especially with top of funnel users. After interviewing a number of our users, it became apparent that a lot of them didn’t know the next step to take in the shopping experience, as well as not being clear on how to find what they were looking for.

I was tasked with updating our category pages to include guidance and ways to keep the user in the experience. The initial category page was pretty dry. It included only a header, sub-navigation thumbnails and a product grid that could include hundreds, if not thousands of products. Not very helpful to the first time visitor.

The design below demonstrates some ideas I came up with to implement guidance. This included sections for: “Most Popular Brands,” “Top Brands,” and “Collections.” I thought adding these simple elements would not only pique the interest of the user, but also keep them in the shopping experience longer. In addition, I felt is was important to create an emotional connection with the user. So, by including visual design that was modern and minimalist, I hoped to instill a sense of confidence in our brand with the user and make them feel like this is an experience they want to be a part of—and trust.

Kitchen Category Page:

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Collections and Brands

While not a wholly unique idea, the inclusion of Registry Collections in The Knot Store has been hugely successful. Users loved the idea of being able to add gifts to their registries via themes like: “Wedding Registry Essentials,” “Budget-Friendly Picks,” and “Kitchen Must Haves.”

I worked closely with our Marketing Team to conceptualize these pages—and the work paid off. Collection Pages are our most viewed pages, have the longest retention and highest conversion rate in the store.

Collections Listing Page:

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Collection Landing Page:

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Brand Listing Page:

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Copyright Zach Boyle 2021. All Rights Reserved

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