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 will 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:

  1. Improve information hierarchy 
  2. Increase usability on mobile web
  3. Support a better photo experience
  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.


Next Steps

See the final design below. Our squad is currently in the process of writing components for this redesign to test in various markets.

The Knot - Storefront 

Product Design, User Research, UX, Visual Design

I am a Senior Product Designer for the consumer marketplace, where we connect couples to wedding vendors.

Product teams at The Knot work within cross-functional, autonomous squads which own specific product areas.