The Knot - Storefront 

Product Design, User Research, UX, UI

I was leading product design for the consumer facing side of The Knot's local marketplace, where we connect couples to wedding vendors. Our biggest challenges were innovating in a product area that produced the most revenue for the company and juggling the needs of a two-sided marketplace.

Before the Redesign

Challenge: In Q2, my squad kickstarted efforts to redesign our legacy storefronts. Our goal was to create an expert, personalized, and joyful experience to help couples easily access all the info they need in order to connect with the right vendor.

Before the redesign

decisionfunnel.jpg

We believe this effort would increase conversion at the top of the funnel during the inspiration and research phase. This body of work also contributes to our new visual language and design system.


Aligning the team and stakeholders

I led a Design Studio to facilitate cross functional ideation to get our entire product, design, and development team on the same page.

In a groupthink session, we converged on these goals for the redesign based on qualitative research that was gathered from a diary study:

  1. Improve information hierarchy: Location, price, reviews and availability are the top 4 things brides consider when choosing a venue, closely followed by style, capacity, atmosphere, amenities, space, food quality. It’s hard to scan and digest important information on the current design. Key areas of the page are crowded by text links and CTAs.

  2. Increase usability on mobile web: poor mobile first experience — slow load times

  3. Support a better photo experience: hard to get a sense of the venue’s space due to small photo sizes

  4. Increase quality connections between vendors and couples

  5. Save our users time

  6. Decrease storefront page load

In a whiteboarding session, our team ideated and converged on several ideas to prototype and test.

whiteboarding.jpg

User Testing

We tested three different hi-fidelity prototypes through split testing and comparative studies. We used the objectives and metrics below to converge on a design direction.

Objectives

  1. Can she easily find information she's looking for when landing on a storefront?

    • 5.0 average rating for ease of finding info

    • "Easy to find info on this page. I like the sticky header where you can navigate to what you need. Easy and self-explanatory”

  2. With the information available, would she be ready to request a quote?

    • 4.0 average rating for readiness to request a quote

    • “I don’t have questions. I would just be waiting for the quote. The page pretty much answered everything I needed answered.”

  3. With the information available, how comfortable would she feel booking a tour?

    • 4.6 average rating for comfortability requesting a tour

    • "Love the pictures, love the reviews. I love being able to see the cost right away and request the tour right away.

Results

  • After launching an A/B test in 13 markets, we saw a 15% increase in conversions, representing $1.6 million in revenue. Specific components that drove this conversion in the redesign included the new photo experience, as well as the improved information hierarchy and page navigation, specifically around pricing information, amenities, and clearer CTAs.