The Knot | Budget Advisor
Helping couples start wedding planning smarter
Overview
Budget Advisor was a new tool designed to engage couples earlier in their wedding journey, expanding The Knot's acquisition funnel and creating stronger pathways into vendor discovery.
My role
Senior product designer
Responsibilities
Research • Product Strategy • UX Design • Stakeholder Alignment
Goals
Empower couples to plan a realistic wedding budget
Engage early engaged demographic into The Knot's ecosystem
Drive high quality traffic to The Knot's vendor Marketplace
Research & STRATEGY
Identifying lingering couple pain points in a crowded industry
Research inputs
Annual Real Weddings Survey
Continuous research user interviews
Moderated early engaged bridal panel
Insight
Couples build budgets based on assumptions, not real pricing
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Problem
Sticker shock, stress & budget rework
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Opportunity
Budget guidance before vendor booking decisions begin
THE OPPORTUNITY
Expanding the wedding planning funnel
Most users entered The Knot ecosystem later in the planning journey while searching for vendors or creating a wedding website. We identified an opportunity to engage couples earlier by helping them estimate and organize their wedding budget before booking decisions began.
PERSONALIZED BUDGET GUIDANCE
Personalized guidance for early stage planning
The tool adapts recommendations based on location and budget expectations to create a more approachable and useful planning experience.
Shown here: dynamic budget creation screen, vendor type details & tips, personalized vendor recommendations.
MARKETPLACE CONNECTION
Connecting planning to marketplace engagement
Budget Advisor introduced users to key planning categories earlier in their journey and created natural pathways into venue exploration and vendor discovery across The Knot ecosystem.
Our impressive 19/16% click-through rate led to:
3.6%
lead conversion on web
2.7%
lead conversion on iOS
🏆 RECOGNITION 🏆
This project was recognized with the Silver award in Consumer Tech by The Drum and as a Digiday Best Digital Product Innovation finalist.
© 2035 by Leah and Peanut