The Knot - Discovery
Personal Project – WIP
Product Manager, UX Designer
Currently WIP. Wireframes and expanded strategy coming soon.
Problem
The Knot is one of the most popular wedding websites in the United States, reporting that it has helped plan over 25 million weddings. As The Knot is switching to a marketplace model, rather than an advertising-based business, it has struggled with clarity and focus. Despite a complete redesign in March 2015, there are more options than ever for a bride to choose from and often distracting content. The shop is also a separate experience from the rest of the site, and feels very clumsy.
Strategy
The new discovery feature will enable brides and grooms to plan a wedding that is distinctly them. The Knot primarily caters to Millenials, who have shaken the wedding industry and thrown out tradition in the name of creating event that is affordable, beautiful and memorable. Out of the brides and wedding planners (nonprofessionals – family and friends) interviewed, 64% used Pinterest as their primary source of inspiration. Without rebuilding Pinterest, The Knot's discovery tool will add to that process. Initially, a bride will be shown popular themes and concepts. If she would rather create her own theme, she can then select what matters most to her and her fiancé (travel, photography, sailing, for example), their color palette and general budget. From there, The Knot will lead them to an inspirational marketplace filled with DIY ideas, artisans and more that will help them create the wedding of a lifetime.