The Knot | Wedding Websites
Increasing adoption of The Knot's largest acquisition channel.
My role
Senior product designer
Responsibilities
Holistic research • Product strategy • UX design • Stakeholder alignment
The challenge
Website creation appeared healthy with 79% completion, but only 37% of users ultimately adopted their site.
THE OPPORTUNITY
Wedding Websites was The Knot's largest acquisition channel
Upon doing a deep dive into our data, I found that 49% of couples discover The Knot when RSVPing for a wedding and 61% of couples join TK to create a wedding website, making it our front door.
Couples who create a website:
• Comprise 95% of invitation sales
• Take 10.8x more high value actions with invitations
• Take 6.6x more high value actions with The Knot Registry Store
However, couples were less likely to actually use or adopt their website than was previously believed at the organization.
Research Inputs
1:1 moderated interviews with brides to be
Survey data
Usability testing
Competitive analysis
Product analytics
Ecosystem adoption analysis
This screenshot from Mixpanel shows the full picture of the Wedding Websites feature. While the "onboarding" website creation flow is healthy with about 79% completion on desktop - less than half of those folks actually adopt their site.
The quality and adoption of this free tool has significant impact:
PRODUCT DIRECTION
Key findings
Adoption—not creation—was the primary business problem
Users struggled to understand how edits affected the final website
Competitors offered more intuitive visual editing experiences
The old Wedding Website editor
The NEW Wedding Website editor
Design Principles
Make edits visible immediately
Keep editor and website visually connected
Make editing feel quick, easy and rewarding
IMPACT
+12%
increase in engagement
+4%
increase in adoption within five weeks
The redesign improved feature adoption early in the lifecycle, with long-term impact expected to continue growing over the typical nine-month wedding planning journey. Because Wedding Websites serves as the primary entry point into The Knot ecosystem, increasing adoption expands connection to registry, invitations, and planning tools.
© 2035 by Leah and Peanut