Designing a new registry experience
Not your mother’s wedding registry
Challenge
A major department store chain set an ambitious goal to reinvent their wedding registry business to capture the post-Covid wedding boom. However, big box retailers dominated the market with a superior digital experience and huge selections.
The retailer knew that there would always be a role for the department store in a couple’s registry journey - after all, you can’t feel the towels online! - but how could they leverage their stores and experienced staff in a digital registry experience?
Goal
Design a wedding registry experience that seamlessly moves with customers between online, mobile and in store interactions. Plus, design a role for registry consultants to support couples (and their mothers!) both online and in person to differentiate the value of registering at this retailer.
Solution
A wedding registry is not just a digital product - it’s a shared ritual that helps couples define a vision for their future, and allows their friends and families to play an active role in supporting it.
Amplify started this work with deep qualitative research with all sorts of couples about their registry experiences, as well as gift givers and store staff. After defining the core needs and opportunities for each group, we prototyped a complete service, including creating a home vision, choosing items, and seeking advice from store experts.
