REGISTRY EXPERIENCE
RE-DESIGN

  • CLIENT:

    Bed Bath & Beyond

  • CATEGORY:

    UX/UI, Desktop, Mobile

PROBLEM STATEMENT

There is a shift toward an “online island” – customers aren’t leaving their homes to come in-store and register. Customers’ expectations and standards for their online registration experience are changing.

User research, competitive analysis and initial user journeys

We used a design sprint approach to review available research, reports & customer feedback. Followed up with an assessment and audit of our existing experience to create some “how might we’s”.

Some Key Learnings:

The current experience is disjointed, there are multiple registry building tools meant to help the registrant, but these tools are spread out and sometimes hidden within other tools.
Competitors are taking a dashboard approach to help inform the registrant of the progress and status of their registry.
Registrants want help building and managing their registries, tools to build and manage their registry are expected by today’s registrants.

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Identify Key Goals for online experience

We will use our learnings from our design sprint to create a tailored, personal experience for each registrant – that best leverages our omni-channel capabilities and ensures we understand where they are in the registry building process.
Day 1 “Get me started”
Present a guided experience for registrants, provide tools to quickly begin adding products to their registry. Give a sense of accomplishment and encourage further product adds.

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In-progress “Keep me going”
Begin to selectively surface registry building tools and content throughout the registrant’s online journey, make it timely and relevant guidance.

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Post event “Help me complete my journey”
Surface helpful tools post event such as “Thank you list manager”, show relevant content and/or in-store events based on gifts received, help them buy items left in their registry by providing a discount.

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Initial Explorations

Final Experience

Final Desktop Mobile Web UI

The final experience included a dashboard approach with timely and relevant product guidance to help registrants build and add products to their registry.

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